NBC Universal‘s iVillage Web site has partnered with user-designed apparel site CaféPress on an online photo contest celebrating Earth Day. The initiative, launched April 5, was created internally.
The campaign, called “Picture Your World,” encourages consumers to submit photos that answer the question, “Why on Earth are you saving the planet?” Consumers are required to enter their e-mail addresses when submitting photos. They can also opt in at the campaign microsite to receive e-mail offers from both brands.
Each participant will receive a free tote bag from CafePress. They will also be entered for a chance to win the grand prize, an “eco-vacation” for four to the Wyndham Sugar Bay Resort & Spa in St. Thomas, US Virgin Islands.
The brands are promoting the contest in their e-mail newsletters, as well as on their social media fan pages.
The campaign also has an e-commerce element. Participants can purchase eco-friendly products from CaféPress that feature their photo submission, including reusable SIGG water bottles and organic T-shirts and aprons. A portion of proceeds from these items, as well as from all Earth Day merchandise available on CaféPress, will be donated to CarbonFund.org, an anti-climate change site.
“The idea is to stimulate engagement within both of our communities and get people talking about what makes them go green,” said Michele Mitchell, VP of audience development and retention at iVillage. She added that the campaign, which targets women of all ages, will aid both the company’s customer retention and acquisition efforts.
Mitchell said iVillage will conduct more co-branded marketing efforts in the future.
