I was pleased to see American Express's
"Members Project" anoint as one of its 50 finalists the virtual-to-actual tree reforestation program developed by my friend, colleague and sometimes client Rob Key of Converseon. (You've all seen the
Scorsese spot.)
For those of you who didn't catch
my post on "Second Chance Trees" around Earth Day, the innovative program allows visitors to
Second Life to plant one of ten species of virtual trees (at a cost of 300 Lindens or $1.50) on a
special island. The planting of the virtual tree triggers
Plant-It 2020, an environmental group founded by John Denver, to plant the physical tree in the endangered rain forest to which it is indigenous.
So how does a "
social media communications firm" spread the news of its auspicious achievement? With a social media
news release, YouTube
video, Flickr
images, key links and all the media assets time-challenged journos need to effectively cover the story.
Hopefully the virality of the initiative will take root among American Express card members to spawn a vote for the program
here.
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