Green my Apple

Apple Users in the driver’s seat

Web 2.0

Email to take the message to Jobs

Tagging and Social Networking sites

Technorati to reflect the buzz

Greenpeace.org traffic sources

Apple site traffic sources: referrals are everything in a viral campaign

Apple site Launch

Desktop viral: Hug your Mac

Video E-card on YouTube to publicize the campaign

The YouTube Dillemma

Perpetual Beta: Feedback site for suggested improvements

Banners and bugs to make the campaign easier to promote

Creative Commons content for remix

Webby Award

Webby Award

Webby traffic conversions

Contribution to conversion

Results (March 2007)• 470,000 Google references • 4,070 Blog entries• 50,000 letters to Steve Jobs• 1,000,000 Unique Visits• 10,000 newsletter signups

• Dell: “We challenge the Electronics industry to adopt a 100% takeback policy worldwide…”

Result

Kicking Ass