WisconsInnovation

GE's New YouTube Campaign

Posted by ebrucks at 12:34 PM

In an effort to increase publicity for their green initiative "Ecomagination," GE is marketing in an unusual way...to a nontraditional group of consumers. In their campaign, "Tag Your Green," GE encourages younger consumers to let people know what environmental responsibility means to them. The site provides several interactive methods and suggestions as to how these younger consumers can engage in the campaign, citing YouTube, Flickr, and Facebook as possibilities.

In addition to the "Tag Your Green" Website, GE has also recruited YouTube "cewebrities" popular with teenagers and younger consumers to create videos advertising the campaign.  The YouTube cewebrities posted videos whose goal was  " [...] encouraging their fans to engage with the idea [of green living] by asking fans to come up with their own inventive ways to make nice with the environment." Fan videos and ideas are then posted and recognized on the "Tag Your Green" website. Michelle Phan (a cewebrity who offers beauty advice) posted this video as a part of the campaign.


By encouraging youth to innovate and collaborate with GE initiatives, GE hopes to expose future customers to their brand in an engaging manner early on. 

   

5 comments:

1. dylanml said... November 10, 2010 at 10:36 AM

   I think this is an interesting campaign, in that younger people are more likely to be concerned with environmental issues and especially use youtube. A problem that GE may face, is the disconnect between who their actual customers are, and if they are using youtube as a medium.  

2. WisconsInnovation said... November 10, 2010 at 12:26 PM

   I concur with Dylan. This is a cool idea. GE is a good example of a large, traditional company that recognizes the power of user contributions.  

3. Lacey Carlstrom said... November 17, 2010 at 2:54 PM

   I think GE may be aware that it is not a promotion that is targeting their current user base, but will provide recognition and support from future users. They are getting started early! And also, many young people our age have a big influence on their parents in regards to being more environmentally friendly. Although it may not benefit GE tremendously right now, it sure doesn't hurt either!  

4. Brady Frankiewicz said... November 26, 2010 at 7:32 PM

   I think that getting young people involved in a green movement in a fun and creative way may help to create a friendly feeling toward GE. While I agree with Lacey that this initiative may not have a huge impact now, it certainly has potential for future payoff. I give GE credit for thinking long-term rather than looking for a way to quickly boost profits.  

5. Unknown said... December 11, 2010 at 9:32 PM

   The campaign itself is interesting, but I hope that thy will not ended up a total failure, like GM campaign.
   
   Anyways, this is a great example of user-innovation project.  

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