World Wide WIND...The Interactive Campaign

Website

The objective of the campaign is to increase brand awareness while emphasizing the benefits of Wind in relation to the competition, therefore the website will be a critical component in accessing the target market. If a consumer wishes to know more about WIND, their first step will be to research it on the internet, with the website being the first stop on their journey. Packed with interactive content in the form of information, product research, links, videos, a blog, and information on where to buy, the website will answer all of the consumer's questions about the energy drink while also offering relevant content that will enhance the brand image and engage the consumer. This will serve to build a relationship between the consumer and the brand, offering them a place to go to connect with the messaging of the campaign and the personality of the product.

Since the product is unique from the competition with organic ingredients and biodegradable packaging, consumers will want more information on proof to these claims. One of the pages on the website will allow the consumer to click on various attributes of WIND to learn more about the claim. An example of the page might look like this:

A page on the website will be dedicated to offering more information about advertised claims.

Website Features

The site will have a tabbed list of menus to make it easy to search and toggle between pages, increasing the usability and ease of navigation of the site. The primary menus will include the following:

• Information/Certification about product claims
• Blog filled with relevant content regarding green living, the environment, nutrition, and popular culture
• Videos including those from sponsored events, commercials, mini-documentaries relevant to green living and environmental awareness, and consumer-generated short films submitted through YouTube
• Social Media links that connect consumers to Twitter, Pinterest, Facebook, YouTube, and StumbleUpon, all social sites that WIND will utilize to connect users with the brand and drive traffic back to the website for more engaging content
• Widgets and games will be developed for the website that create an entertaining way for consumers to interact with the brand. One example of this would be an interactive survey that calculates your carbon footprint. Another would be a virtual wind turbine, virtual bubbles, a virtual pinwheel, and a virtual birthday candle that you can "blow" with your mouse to watch it react
• Links to relevant content will allow users to connect to things that matter to them, such as the following web pages:
• www.ecotourism.org - A site dedicated to conservation and sustainable travel
• www.epa.gov/brownfields/urbanag/basic.htm- An EPA site that explains how to start an urban community garden
• www.upcyclethat.com- A site dedicated to tutorials and ideas for upcycling everyday items
• www.green-living.com- A site for green living products
• and other content that users can contribute through StumbleUpon to be shared on the site
• Where to Buy will list retailers that sell WIND
• Living WIND will feature contests, events, promotions, and other incentives that will engage consumers with the product and encourage them to buy, all while building a brand image
• Shopping will be a secure portion of the website that allows you to purchase WIND t-shirts that were submitted via a contest that will be hosted on Threadless.com, where 15% of the proceeds from every sale will go towards environmental-related charities/organizations. Any concerns about the safety of e-commerce on the site will be handled with thorough disclaimers, extremely secure checkout, and PayPal payment options. 
• E-List sign-up will allow consumers to opt-in to an e-mail mailing list that will send updates, coupons, promotional information, and videos and contests that will keep consumers in the loop with WIND happenings

 Online Advertising

There will need to be online advertising to drive traffic to the website. This will mainly be in the form of rich media banner ads that will encourage the target market to visit the website, buy WIND, and become familiar with the brand. Tied in to contests on Threadless.com, and featured on sites that are linked to on the WIND website as well as on social media pages and the websites of other media channels used for advertising, the banner ads will grab the consumers attention and create interest. An example might look like the one shown below, with dandelion seeds blowing across the page:

 The pages advertised on will be chosen based on target market traffic. SnagFilms.com is an example of a perfect place to access people interested in saving the environment and being healthy. The ads will get attention, create interest, generate desire, and elicit action as the consumer is encouraged to visit the website.

Engagement

One of the more interactive elements of the campaign will be the user-submitted content. Internet users will be invited to submit t-shirt designs featuring the WIND logo to Threadless.com, and designs will be featured on the website for sale. 15% of the proceeds of all sales will go towards sustainable charities that build urban gardens, establish sustainable energy in impoverished countries, and environmental research programs. This will enhance the natural aspects of the product, and encourage sales and participation from the target market, as well as putting branded apparel on the streets.

Mock-Up of t-shirt design that would be submitted for campaign

There will also be invitations to submit videos of people doing good things for the world, their community, or the environment, fueled by the energy they gained from drinking WIND. These videos will be on the website, as well as all social media forums. This also has the possibility for becoming viral content.


All of the interactive media initiatives will serve to increase traffic to the website, and reach the target market with the intention of increasing brand awareness and sales of WIND.