Print Article: Steve Rubel on how blogs are changing the face...

As an example, he points to a program that Edelman Digital is running for Brita called Filter for Good. Tapping into consumers' concerns over the impact that their bottled water habits are having on the environment, Edelman worked with the filtration giant to develop FilterForGood.com, a website where consumers who pledge to give up their bottled water can enter a contest and vie for prizes. "We activated that inside Facebook and helped execute an engagement program among people who are very green within Facebook and enthusiastic for these topics," Rubel says. He notes that the campaign is a perfect example of a win-win situation in which a social networking tool helped to align a company's interests with existing consumer interests.

Highlighted by pgillin