Elefant, Romania’s biggest online bookseller, used Cause Marketing to encourage readers to reduce the destruction of forests by reading books digitally (concurrently promoting Elefant’s e-books). The ‘Read a Tree’ campaign generated 1.6 million euros of earned media.
Plume Labs launched the Pigeon Air Patrol to deliver localized air-pollution data in an engaging and newsworthy way. Tiny air pollution sensors mounted in “pigeon backpacks” monitored air quality and reported the results on Twitter in real time.
Instead of investing in a low-budget promotional campaign, Saltwater Brewery created Edible Six Pack Rings, attracting over 3.5 billion media impressions.
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