Digital Hot List - green heroes

John Bessai - CineFocus CanadaJohn Bessai - CineFocus Canadawww.GreenHeroes.tvwww.GreenHeroes.tv

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•Jane Goodall, world renowned primatologistJane Goodall, world renowned primatologist•Andrew Ference, Boston Bruins defencemanAndrew Ference, Boston Bruins defenceman•Leilani Leilani MünterMünter, NASCAR driver, NASCAR driver•Gord Downie, Tragically Hip frontmanGord Downie, Tragically Hip frontman•David SuzukiDavid Suzuki•Ric O’Barry, featured in 2010 Oscar winning documentary “The Cove”Ric O’Barry, featured in 2010 Oscar winning documentary “The Cove”•Sarah Harmer, award winning musicanSarah Harmer, award winning musican•Ray Anderson, America’s greenest CEORay Anderson, America’s greenest CEO•Rob Stewart, filmmaker behind “Sharkwater”Rob Stewart, filmmaker behind “Sharkwater”•Emily Hunter, Eco-Journalist for MTVEmily Hunter, Eco-Journalist for MTV

Introducing an original transmedia campaignIntroducing an original transmedia campaignthat expands enviromentalism beyond “granola”that expands enviromentalism beyond “granola”and “treehugger” by spreading the messageand “treehugger” by spreading the messagethat that everyoneeveryone can help create a cleaner and can help create a cleaner and greener world.greener world.

We do this using compelling stories of atypicalWe do this using compelling stories of atypicaland celebrity heroes who tell about their trans-and celebrity heroes who tell about their trans-formative experience in 2 to 3 minute webisodes.formative experience in 2 to 3 minute webisodes.Users can upload their own stories and connectUsers can upload their own stories and connectto the campaigns of our GreenHeroes. to the campaigns of our GreenHeroes.

Users watch and share these stories through theUsers watch and share these stories through thesocial networks and by using our special videosocial networks and by using our special videosharing widget.sharing widget.

The GreenHeroes campaign will align itself withThe GreenHeroes campaign will align itself withprogressive online social networking campaignsprogressive online social networking campaigns

of major brands and non-profits.of major brands and non-profits.

Our strategy is to replace the traditional productOur strategy is to replace the traditional productadvertisement spend with inspirational greenadvertisement spend with inspirational greenonline content to reach their target audiences.online content to reach their target audiences.

• Activate Link NinjasActivate Link Ninjas• Launch of contest July 15/10 “Nominate a Launch of contest July 15/10 “Nominate a GreenHero”GreenHero”• Street Teams to promote GreenHeroes brand Street Teams to promote GreenHeroes brand and contest and contest • Broadcast of TV show including UGC October Broadcast of TV show including UGC October 20102010

Community Engagement StrategyCommunity Engagement Strategy

The webisodes in this regard will behave in essenceThe webisodes in this regard will behave in essenceas “advertisements” in the context of the brandedas “advertisements” in the context of the brandedenvironments.environments.

The GreenHeroes blog will also link audiences toThe GreenHeroes blog will also link audiences toappropriate stories and campaigns.appropriate stories and campaigns.

Linking GreenHeroes.tv to the existing communities of ourLinking GreenHeroes.tv to the existing communities of ourGreenHeroes will provide another revenue stream throughGreenHeroes will provide another revenue stream throughthe affiliate marketing of books, events and donationsthe affiliate marketing of books, events and donationsrelating to the GreenHeroes websites and affiliates.relating to the GreenHeroes websites and affiliates.

GreenHeroes brand will be aligned with progressive brands GreenHeroes brand will be aligned with progressive brands who will sponsor season two.who will sponsor season two.

John Bessai - CineFocus CanadaJohn Bessai - CineFocus Canadawww.GreenHeroes.tv416-460-1331