These Bulbs are Golden
To help raise awareness of energy efficiency, the Rock the Bulb Tour
and involve local communities in the campaign, the team executed a
promotional scavenger hunt for Golden Bulbs located throughout the
PSE service area. The Golden Bulbs were yellow CFL bulbs held in the
possession of Bulb Keepers--local celebrities and dignitaries. PSE’s “Spokesbulb” provided
clues on the location of the Golden Bulbs through the campaign Facebook
page and Twitter account. Residents who followed the clues and found
a hidden bulb received $250 gift cards to Lowe’s or Ace Hardware.
Rockin' the Tweets
Twice a day during the promotional period, the team tweeted ‘clues’ that
were designed to lead participants to a Bulb Keeper and a Golden Bulb.
Once a bulb was found, a photo was taken of the winner with the Bulb
Keeper and posted to the Rock the Bulb Blog. When the Golden Bulb promotion
was complete, the team used the campaign twitter and Facebook accounts
to post campaign updates, savings numbers, and drive attendance to
upcoming exchange events.
The social media tactics were used to help expand interest in the Rock the Bulb Tour, provide additional ‘buzz’ for the campaign and help drive people to exchange events.
