The Weather Network has created an online campaign to publicize its support of the Nature Conservancy of Canada, an initiative that makes use of characters and imagery from the upcoming Universal Studios film The Lorax.
The centre of the campaign is a microsite where visitors are asked to plant a “Truffula” tree–a creation from the Dr. Seuss book The Lorax–in the site’s virtual forest.
To digitally plant a tree, visitors fill in their name, address, phone number and e-mail address in an online form. By planting the tree, consumers earn an entry into a random draw for tickets to the movie, as well as a trip to Los Angeles for the premiere of another movie.
Consumers can also win secondary prizes by “liking” The Weather Network’s Facebook page.
Also included on the microsite is a trailer for The Lorax, as well as a count of the number of trees planted thus far and a visual representation of the virtual forest.
In addition, the site also alerts visitors to The Weather Network’s intention to donate $25,000 to the Nature Conservancy of Canada.
Media strategy and online creative was handled by Toronto firm Henderson Bas Kohn.
Les Tapolczai, director, marketing and planning for Henderson Bas Kohn, said The Weather Network was looking to boost its web and social media traffic while affirming its environmental commitment.
“The environment and the ecosystem is a natural fit for The Weather Network and they thought this campaign would bring about awareness for their support of environmental causes,” said Tapolczai.
The campaign was promoted with mobile, television and print advertising produced by Universal. The contest ends March 6.
