AVEENO & Recyclebank: Sustainable Marketing That Works

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Brands are always looking for ways to motivate online consumers to change their offline behaviors.  Some of today's most well-known brands, including Aveeno, are partnering with green rewards company Recyclebank to use gaming techniques to engage individuals online around sustainable causes and drive them to action. Though gamification is fast becoming a mainstay brand marketing technique, do we really know the impact it has on customers, if at all? Does gaming really "convert" individuals to loyal customers or motivate them to take desired actions

The presentation will share examples of this approach to motivate positive real-world behaviors such as recycling and saving energy in their homes. Samantha Skey will share results from Aveeno's recent interactive incentive program on Facebook, which featured an environmental message asking the community to pledge to make one small change for a healthier planet, e.g. "Clean Your Air". She will also reveal the results of a new consumer insights report from Recyclebank, Google Analytics and ROI Research examining the effectiveness of gaming for good as demonstrated by the "Green Your Home Challenge," a recent nationwide contest that used gaming elements to motivate green behaviors both online and offline. The month-long Challenge rewarded participants for completing a range of easy to more difficult sustainability-related challenges, aiming to encourage real behavior change.

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Start: Wednesday, June 22, 2011 at 1:00pm

End: Wednesday, June 22, 2011 at 2:00pm