AWARENESS:•Global reach: +500 000 000 in +40 countries•+1500 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 1900% more search engine hits than a main competitor’s data centre site in Finland.•Mark Zuckerberg himself recognized the launch by sharing our press images on his Facebook Page, generating half a million likes and well over 20K shares.ATTITUDE:Positive coverage: +90%BEHAVIOUR:Greenpeace recognized the launch. Facebook/Greenpeace are now partners in finding greener data solutions.Source: United Minds

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 center Facebook Page.POST-LAUNCH:Events: E.g. ice “like”-thumb statue put up in Luleå town square, or seminars on subject for additional press.

SITUATION:When the City of Luleå (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 greater environmental impact than aviation industry. But only nerds/locals were interested – data centres were small/local/bad news. And in 2010 Greenpeace challenges data industry to go green.OBJECTIVES:Awareness: Turn data centers from small/local/bad news into big/international/good news.Attitude: Positive coverage.Behaviour: Key NGO-recognition.TARGET AUDIENCE:Environmental/business/tech-media/Greenpeace/community/Swedish Government/Facebook-users. Most had no Luleå-relationship.INSIGHT:Luleå is unknown so an understandable concept needed to communicate establishment.STRATEGY:Be proactive. Turn risk of negative publicity into possibility by initiating conversation about green data.IDEA:The Node Pole: concept capturing 1) arctic green benefits of Luleå region, by North Pole. 2) region as data traffic node.Client relevancy: Conceptualize Luleå region.Target audience relevancy: Make green, positive benefits of City of Luleå region understandable.