It was only a matter of time before the trends of social media, green living, and personalized marketing combined into a single project that would embody the paradox of the modern consumer concerned with eco-consciousness. Ladies and gentlemen, that day has come. The project is called Double Impact and is sponsored by GoodGuide, a site that rates goods based on environmental impact, HappyFamily, a line of organic baby foods, Earthbound Farms, one of the largest organic produce companies in the U.S., and The Discovery Channel’s TreeHugger website.
Boiled down, the idea behind Double Impact is to first get consumers to connect to the program by logging on with their Facebook credentials (this does’t look to be optional). Then, reward consumers with a fictional point system for checking into places such as public transit stations or farmers markets, completing quizzes on TreeHugger, and other associated items.
The more fictional points a participant has, the more the participating brands will donate to that user’s choice of nonprofit organization, either Healthy Child Healthy World, World Wildlife Fund, Pesticide Action Network, or Bright Pink. The idea behind the project comes from the San Francisco based company Formative Labs.