Greenpeace has created a new viral campaign transforming Volkswagen’s successful Darth Vader campaign. The aim of Greenpeace’s campaign is to denounce that the auto constructor is opposed to two environmental laws put forward by the European Union including lobbying for slower greenhouse gas reductions, less efficient cars and intending to be “the most eco-friendly automaker in the world”, but only 6% of the cars it sold in 2010 were its most efficient models*.
The interesting part (and clever one) is the choice of one of the most successful 2011 car campaign. This video, presented for the first time during the Super Bowl in February 2011, was watched more than 40 million times on Youtube.
The use of the young Darth Vader was pertinent and created, for the most part, its success. However it was also a great inspiration for the agency, asking people to help to convince Darth Vader not to choose the Dark Side through a campaign based on videos and a website.
So you can be part of this rebellion! As young padawans you can sign the Rebel manifesto, get access to the Jedi training program (through social medias and games) and exclusive news training. At the end you may win a collector tee-shirt Greenpeace/Volkswagen.
The use of Star Wars’ vocabulary, representations and stories creates a dynamic which encourage people to play and pass the message to progress in the game. We’ve watch Star Wars movies as spectators and they give us a chance to play a part in this environmental rebellion.
This type of game is uselly a good way to turn a campaign into viral like the for profit ones as the french campaign for AXE. Ok it’s a for profit campaign but if you have any examples of nonprofit ones, let me know
May the force be with you!