Patagonia is cultivating user-generated content around environmentalism gearing up to the election. Partnering with Mass Relevance, the band Wilco as well as the non-profits HeadCount and the League of Conservation Voters, Patagonia is getting people to share what they love about the environment – all while building brand affinity and engagement.
Patagonia launched the Vote the Environment campaign to encourage buzz about environmentalism using the hashtag #becauseilove. Mass Relevance social products are integrated through multiple touchpoints of the campaign to drive participation in-store, at Patagonia.com, at partners’ websites, and during Wilco concerts through visualizations on in-venue screens.
On the Patagonia site, multi-tab Twitter streams, photo walls and Tweet intents create easy opportunities for consumers to join the conversation. At Wilco concerts, fans can Tweet with #becauseilove, and the Mass Relevance platform will source and display Tweets to screens flanking the stage. Inside Patagonia’s retail stores, shoppers can Tweet and have their Tweets displayed instantly. As a bonus, Patagonia’s partnerships with Headcount and the League of Conservation Voters are getting more voters registered in time for the election.