| Initiator |
EarthEcho International |
| Completion |
2008 |
| Description |
EarthEcho International (www.earthecho.org) is a nonprofit that has partnered with the Vans Warped Tour to promote environmental action. In 2008, EarthEcho International asked the AFI Digital Content Lab to help develop a communications strategy that would cut through the chaos of a 46-city, 100-band, punk rock tour with 650,000 attendees. The goal is to educate 15- to 20-year-olds attending the event about environmental issues in a non-preachy way and make those issues directly relevant to the concertgoers' lives.
The AFI Digital Content Lab recruited a team that included designers, web developers, filmmakers, interactive producers and youth marketing experts who were united in their belief that not only could an organization use digital media to spread positive environmental messages, but it also could persuade the audience to take action.
The team created WARPED ROADIE, a contest that allows concertgoers to become virtual roadies for their favorite band, helping that band to "clean up their act." Fans sign up at any point during the tour and begin receiving 'eco-challenges' from bands, with a virtual prize awarded for each challenge they successfully complete (a recorded message from a favorite band member or a ringtone, for instance).
The AFI Digital Content Lab scenario focused on a fan receiving eco-challenges before, during, and after the concert. The WARPED ROADIE homepage registers new contestants. The sign-up process asks fans to pick a band, register for the contest, and invite their friends. After signing up for the contest, fans begin receiving eco-challenges immediately from band members. The AFI team created a fan called Mel, in her 20s, to act as a sample participant. Mel signs up to become a virtual roadie for the band Big D and the Kids Table. She completes several challenges including recycling old cell phone accessories at a contest retail partner in return for an exclusive Big D ring tone and an onsite Bluetooth scavenger hunt for a chance to win a backstage pass. Every challenge includes information about how each action benefits the environment and gives the contestant a chance to win the grand prize eco-trip at the end of the tour. Photos and videos from the latest contest events, an embedded music player and contest sponsors are also featured on the website.
The working application, as developed in the AFI Digital Content Lab, launched during the Warped Tour on June 26, 2009. |
| Mentors |
Alexander Interactive: Amanda McCroskery
Cornerstone Promotion: Evan Cohen
digiTale Entertainment: David Greenberg
EarthEcho International: Philippe Cousteau, Mia DeMezza, Kyra Kristoff
Hega, Inc.: Mark Hegarty
medianorth: Holly North
Our Film Works: Yvonne Welbon
PEETKEGLER: Eric Peet
Schematic: Brooks Martin
studiosoh: Carol Soh
Sudden Industries: Julienne Flanagin, Bob Holmes
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| Platform |
Mobile Phone, Kiosks, Broadband |
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| Direct Link |
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©2007 American Film Institute. All rights reserved.