Media relations tactics were used through-out the campaign to drive event traffic.
Launch Media Event: Media were invited to the opening event in Bellevue with the city’s mayor and PSE officials in order to see kids from the local YMCA participating in event activities. All four local TV affiliates covered.
News Advisories and Releases: Issued at launch, before
every weekend event and at key milestones. These were followed up with
outreach to local reporters.
Community Paper Outreach: Team pitched community papers about each
weekend’s events. They also sent photos to local papers of notable
volunteers (mayors, sports stars, etc.) distributing CFL bulbs door-to-door.
Magicians (Mid-Campaign Event): To further mid-campaign buzz, PSE hired a magician to turn an incandescent bulb into a CFL bulb among other campaign-themed magic tricks. The magician performed at local transit stations and on buses. Spectators and invited media received a free CFL bulb and information on upcoming Rock the Bulb events.
ENERGY STAR Media Event: EPA’s ENERGY STAR program selected PSE’s Rock the Bulb tour as one of four locations in the country for the ENERGY STAR Exhibit House in 2009. For its only stop in the region, the ENERGY STAR House was integrated into the Rock the Bulb event held in Auburn, Wash. Prior to the retail event, the team held a media event at a local home that included kids from the local Boys and Girls Club going through the home and pointing out ways that the homeowner could make their home more energy efficient.
Culmination Media Event: The wrap up the campaign a media event was held focusing on the contest winner. Media were invited to come talk to the grand prize winner about the things they did to reduce their energy use.