CHALLENGE

Atmosphere BBDO challenged Fuel Industries to build an online forum to immerse consumers in General Electric's revamped clean and green philosophy. An integral component of the campaign would be an application that allowed for consumer-generated content in order to initiate dialog between GE and it's consumers.

STRATEGY

Our strategy was to allow people to interact in a GE-branded environmentally-friendly community where participants could generate their own unique plant. Tactically, the desire to share their creations with others was key to the project’s viral nature. For it to really take off, we needed to make an unlimited number of individual creations possible.

CREATIVE & EXECUTION

With the tagline “One little seed. So much potential”, the game is called Seeds of Imagination. Users connect with nature by creating their own ‘living’ piece of artwork and share it with other participants. Starting with a virtual seed, participants type a thought or idea into a dialog box, which is then ‘absorbed’ by the plant to bring it to life and make it grow. Type in rain, sun, flower and watch it thrive; words like smog, pollute, and wilt will make it wither. Because every individual will type in different commands in different sequences, each output is an entirely unique creation. Send your work to friend, or cut a branch from a flower you like, and the new plant will share the originals’ DNA but develop a personality of its own. When users are satisfied with their creation, they can post it to a gallery to be viewed and rated by their peers. The most popular creations are to be used in later print campaigns.

PERFORMANCE

To date, more than 84,000 flowers have been posted to be rated.