SITUATION:When the City of Luleå in northern Sweden established a data centre site and Facebook was its first client, communications was a challenge.CHALLENGE:In 2007 research concludes that data centres will soon have a greater environmental impact than the aviation industry. But only nerds and locals were interested – data centres were small, local, bad news. And in 2010 Greenpeace challenges data industry to go green.OBJECTIVE:Awareness: Turn data centres from small, local, bad news into big, international, good news.Attitude: Positive coverage on new data centre.Behaviour: Key NGO-recognition.STRATEGY:Be proactive. Initiate global conversation about green data through one strong concept.SOLUTION:The Node Pole: A concept capturing the arctic green benefits of Luleå by the North Pole and that the region will become a node for data traffic.EXECUTION:PRE-LAUNCH:Ambassadors: Secure key stakeholder/ambassador support.Concept materials: Create conversation pieces about region e.g. films/infographics/press releases/images.LAUNCH:International coordinated launch: Global press conference held in Luleå.War room: Editorial staff interacting in real time with news media and social media.Social media/Own channels: The Node Pole Facebook-page/Twitter-handle/websitel. Message synch in own channels and in Facebook’s own channels.POST-LAUNCH:Events: E.g. ice 'like'-thumb put up in Luleå town square.RESULTS:Awareness:• Global reach: +500,000,000• 1500+ press clippings in 40+ countries• The Node Pole data centre site in Sweden has 1,900% more search engine hits than main competitors in Finland.Attitude: Positive coverage: 90+%Behaviour: Greenpeace recognised the launch. Facebook/Greenpeace now partners in finding greener data solutions.

PRE-LAUNCH:Ambassadors: Secure support with key stakeholders within industry/NGO:s/local community/Government, e.g. the Swedish Minister of Enterprise.Concept creation: Create materials and conversation pieces based on collected information about The Node Pole region, such as films and infographics, to secure media messages for stakeholders in the project.LAUNCH:International coordinated launch: Global press conference held in Luleå with key representatives from Facebook/Mayor of Luleå/Minister of Enterprise.War room: Editorial staff interacting in real time with news media and social media globally.Social media/Own channels: Tailored The Node Pole Facebook Page, Twitter-handle, website. Message synch in all own channels, from city home page to Luleå University of Technology.Client cooperation: Message in Facebook’s own channels about launch e.g. tailored Luleå data centre Facebook Page.POST-LAUNCH:Events: E.g. ice 'like'-thumb statue put up in Luleå town square; seminars on subject for additional press.

The Node Pole’s green news reached people around the world. The local community welcomed the data centre site, Facebook users now know that their data will be greener; Facebook was pleased that they received positive coverage; and the City of Luleå has established The Node Pole as a “perfect place” (BBC) for data centres.

AWARENESS:• Global reach: 500,000,000+• 1,500+ press clippings in key segments (news/tech/green/business/local) and key media (e.g. CNN/BBC/Financial Times/Discovery News/Data Center Knowledge/Wired)• The Node Pole data centre site in Sweden has 1,900% more search engine hits than a main competitor’s data centre site in Finland.• Mark Zuckerberg himself recognised the launch by sharing our press images on his Facebook Page, generating half a million 'likes' and well over 20,000 shares.ATTITUDE:Positive coverage: 90+%BEHAVIOUR:Greenpeace recognised the launch. Facebook/Greenpeace are now partners in finding greener data solutions.(Source: United Minds)