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I JUST PLANTED A TREE CAMPAIGN

Nokia SXSW

Nokia & Incredibull & The Arbor Day Foundation

To help promote Nokia’s presence at SXSW, we designed and developed a challenge site, which allowed selected bloggers’ tweets to replant trees destroyed in recent Texas forest fires. Selected Twitter stars’ tweeted using the hashtag #ijustplantedatree using their provided Nokia Lumia phones from the Nokia Lab at SXSW. Nokia planted a tree for every tweet using the hashtag during the challenge.
The results were extraordinary. Take a look a how we did it below.

The Strategy

The Challenge: Promote the launch of the new Nokia Lumia by making a large digital impact at one of the United States’ biggest live events. The Solution: Promote a product while giving back to the community you’re promoting to.
At SXSW we would invite Twitter stars with a large built-in following to participate.
Give them a new Nokia Lumia during the event.
Have them tweet as often as they could using the hashtag: #ijustplantedatree.
And turn every tweet into an actual tree planted around Austin.
The Production
Plant The Seeds
The first order of business was to recruit the competitors. In order to get maximum reach, competitors with a very solid Twitter following were invited to participate. Tweeters’ with a range of followers between 15,000 to 2 million were recruited. Before the competition kicked off, each user showed up at the Nokia booth SXSW to pick up their phone.
Andru Edwards
12.6k
followers
Pop17
27.9k
followers
Dave Peck
131k
followers
Alison Sudol
1.85M
followers
Jessica Northey
586k
followers
The Website
Watch Them Grow
The competition growth was exceptional. We kept track of the 30 invited enthusiasts and other participants’ scores through a custom-made application which we promoted all throughout SXSW.
The Application
The application tracked each tweet with the hashtag: #ijustplantedatree. Then using their Twitter handle, it applied the points back to their account on the application's leaderboard.
78,450
POUNDS OF CARBON DIOXIDE
ABSORBED PER YEAR
845
FAMILIES OF 4
WILL BENEFIT FROM FRESH AIR
484,142
POUNDS OF OXYGEN
PER YEAR WILL BE GENERATED
Real-time
Infographics
Research was done to figure out what effect each tree planted would have on the families and environment in Austin. We then built an animated infographic that updated real-time as every tweet was made. These are a few of the points you could see update with every tweet.
$1,520,700
Worth of Recycled
Fresh Water Annually
$2,548,200
Air Pollution Control
Annual Savings
$14,385
Estimated Savings
In Energy Conservation
The Results
Simply put, the results were tremendous. Our initial goal was to plant 10,000 trees. At the end of the contest, we planted 44,168 trees. #ijustplantedatree was a trending topic on Twitter and the promotion was picked up by five major news sources.
Trees Planted
Twitter Participants
30
Competition Lasted
48 HRS
Total Tweets
6750
Trended Worldwide In
40 MIN
Goal Surpassed By
442%