With the aim to showcase its commitment to positive, socially beneficial activities, the battery brand Energizer, with the help of agency TBWA, has created Energizer PositiveLand, an interactive microsite that translates positive online actions from consumers into real-life change.
Energizer Positiveland is a campaign targeted at Latin American country that piggybacks off of the brand's 'That's Positive Energy' campaign launched last year. Helping Energizer both promote its high-performance products and its social commitment, the virtual platform comprises an interactive 3D city. When you play the game, you help Energizer contribute to some social cause, converting your own good intentions into real-world action. For instance, if you build a virtual skyscraper out of books in PositiveLand, Energizer will donate books to schools that need it, according to Popsop.
Pleasant Do-Good Microsites
Energizer PositiveLand Demonstrates Brand's Social Commitment
Trend Themes
1. Interactive Microsites - Creating interactive microsites that engage consumers and translate online actions into real-world impact offers a disruptive innovation opportunity.
2. Socially Beneficial Campaigns - Developing campaigns that promote a brand's commitment to social causes and empower consumers to participate in creating real-world change presents a disruptive innovation opportunity.
3. Virtual Platforms - Exploring virtual platforms, such as 3D cities, that provide an immersive and interactive experience for consumers, while driving social impact, offers a disruptive innovation opportunity.
Industry Implications
1. Marketing and Advertising - The Marketing and Advertising industry can leverage interactive microsites and socially beneficial campaigns to create engaging experiences for consumers and drive brand loyalty.
2. Social Impact Organizations - Social impact organizations can partner with brands to utilize virtual platforms and interactive campaigns in order to amplify their causes and engage a wider audience.
3. Education - The Education industry can benefit from collaborations with brands that incorporate virtual platforms and interactive experiences to support educational initiatives and provide resources to schools in need.