In partnership with MySpace, we developed and launched a virtual tree widget that empowered users to spotlight their green commitment. Users could “plant a seed” within their profile that would mature into a full tree over 30 days. Along with MySpace and the Nature Conservancy, Chevrolet pledged to plant up to 225,000 real-world trees for those users who stayed committed to the cause for the full 30 days. Beginning on Earth Day, we promoted the widget through various MySpace media placements and sponsorships. – but that was just the kick-off. Full-scale support came from each new recruit passing on the widget virally. Each recruit received a note from a GM executive stating that Chevrolet has “dedicated time, resources, and the brightest minds available to make our processes more sustainable, vehicles less petroleum-dependant, suppliers more conservation-minded, plants more efficient and our planet more livable.”

Using our financial resources, we established a cap of 225,000 tree plantings, hoping to achieve that many widget downloads; to date, 18,000,000+ users have downloaded the widget. To put this in context: if the widget had a MySpace profile, it would have 1500% more friends than President Obama.This widget played a major role in the success of the Chevrolet Fuel campaign. Awareness of Chevrolet alternative fuels improved by 53%, and 50% of consumers say they now have a better impression of Chevrolet. “This [ad] made the biggest positive contribution to my perception of your brand, ever”. –Seattle, WA consumer