2013 CSR Awards: Event—CSR/Green Focus

Winner: The Coca-Cola Company and Rogers & Cowan  - will.i.am and the Coca-Cola Company Accelerate EKOCYCLE Momentum with Brand Partner Launch Event

Fed up with the debris left by 50,000 people following a show by The Black Eyes Peas, musician and producer will.i.am in 2009 started EKOCYCLE in concert with The Coca-Cola Co. The initiative is dedicated to encouraging recycling and environmental sustainability among consumers via aspirational yet affordable lifestyle products. But by 2012 the initiative needed some new fizz to help bring the effort to life for media and media influencers alike.

PR agency Rogers & Cowan crafted a live event that would be pegged to the October 24 announcement of EKOCYCLE’s newest partners, including the Levi’s brand.

The event, hosted by will.i.am, the Coca-Cola Co. and brand executives, featured a buildout at the SIR Stage37 venue in New York City, an empty warehouse that included sustainable materials that were sourced locally. For example, sod used for the “green” carpet was donated along with all other materials from the event to Materials for the Arts. Will.i.am and Coca-Cola also worked with TheCarbonNeutral Co. to offset the greenhouse emissions produced from the event.

What’s more EKOCYCLE’s brand ethos, such as an EKOCYCLE-inspired graffiti billboard and recycled products, was displayed throughout the event. The effort was met with flying colors from the media, with more than 95% positive media coverage about the EKOCYCLE movement. Event-drive media impressions totaled more than 52.5 million while photos and quotes from will.i.am ran the media gamut, with coverage from ABC News Radio, Billboard and Inhabit.com. —Matthew Schwartz

Honorable Mentions:

  • Cone Communications for Green Mountain Coffee - Green Mountain Coffee Fair Trade 2012 Campaign

  • Disney - Disney Kids and Nature Celebration

  • The Glad Products Company - Glad One Bag Tailgate Event

  • JetBlue Airways Corporate - One Thing That’s Green







Comments Off

Deals of the Week

$150 Off PR News' Social Media Summit

socialmedia201602-180x150Join PR News in Huntington Beach, CA on Feb. 26 for the Social Media Summit, where you'll be immersed in real-world, tactical case studies from brands, nonprofits and agencies and get takeaways in pulling and analyzing social media data; emerging social platforms and apps and so much more. 

Use code “150” at checkout to save $150 o the regular rate.

$50 off the CSR & Green PR Guidebook

csr_vol7_print_digital-thumbPR News’ CSR & Green PR Guidebook, Vol. 7 captures best practices in communicating the positive relationships that organizations are building with their communities of interest. This six-chapter guidebook connects the dots between the effective communication of positive social contributions and corresponding improvements in bottom lines.

Use code “50off” at checkout.

Save $100 on a PR News Subscription



Let PR News become your weekly, go-to resource for the latest PR trends, case studies and tip sheets. Topics covered include visual storytelling, social media, measurement, crisis management and media relations.

Use code “SUBDEAL” at checkout.

Comments are closed.