Walmart.com
Earth Month 09

Launched: April 2009
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Challenge: As part of Walmart’s Earth Month campaign they desired a landing page on walmart.com that was a combination of earth-friendly products, consumer education, and community interaction.

Solution: Rockfish Interactive collaborated with Walmart and its partner agencies to create walmart.com/green, Wal-Mart’s Earth Month destination.

The page allows users to submit their own sustainability tips, as well as view and rate others’ ideas. The page also links to Wal-Mart’s YouTube channel, which showcases a variety of videos produced by Walmart, supplier partners, as well as the Elevenmoms and More Than Elevenmoms communities.

Wal-Mart’s “Earth Day Every Day” essay contest is also promoted on the page along with call-outs that link to earth-friendly products within the site, allowing users to “go green with [their] favorite brands.”

Details: Rockfish developed the entire walmart.com/green page, which proved the primary landing page for outbound media. An essay submission page allows users to enter the “Earth Day Every Day” contest directly, and Rockfish worked with Wal-Mart’s Elevenmoms to promote the contest as well as the entire Earth Month initiative by providing a badge for the moms to carry on their blogs.

Rockfish also integrated search into the campaign, building an interactive media gadget that will produce 15 million impressions on the Google content network through the end of April 2009. An expanded version of the gadget provides the focal point for walmart.com/green, combining video, user-submitted tips, and a store finder. Users can also sign up for SMS sustainability and money saving tips through walmart.com/mobile-info.

Technologies: ASP.Net, jQuery, Google Gadget API, SMS