We cannot leave it to future generations to fix our problems or correct our mistakes

Description• A project intended to

increase awareness towards climate changes

• A glimpse into the future- how the world would look if we continue destroying it

• User generated letters that express what we want to tell the next generations about the earth

Description

• November-December 2009• 5 weeks letter collection• 16 days ARG

The flow

• Loveletterstothefuture.com-asking users to produce text/pictures/videos for future generations• 100 best letters chosen by user votes

The flow

• Letters sealed in a special time capsule designated to be opened in the year 2109• Capsule launched at Copenhagen UN Climate Change

Conference

In the meantime• Clues appearing in a portal embedded in the official

website+updates in the official blog• Additional clues scattered around the world (Graffiti,

Augmented reality)

In the meantime• Clues open up video feeds “from the future”• Blog links to a forum where users solve the clues together• Final video showing the world in 2109, screened at

Copenhagen conference

Platforms used• Official Website->Secret portal• Official Forum• Official Blog• Mobile

Platforms used• Facebook

• Youtube channel

Real life integration• “You'll need to leave your screen and find me outside”

• Scavenger hunt• Use of mobile phones+AR application

Marketing StrategiesCelebrities & Bigshots

Lucy Lawless-Actress, Greenpeace activist

Jim Salinger-Climate Scientist

Francesca Pryce-Journalist

David Suzuki –Zoologist

Marketing Strategies

• User generated content• Democratic vote for best 100 letters• ARG peak at Copenhagen

Media Coverage• Eastline marketing- 2 Webby awards, best green website of

the year

Media Coverage

• Greenpeace website: “We’re hoping the future revealed through this game will change the present”

• Andrew Davies: “[…] This game is about imagining our future”

Greenpeace website

Great success?

• Official Youtube channel-16,753 views, 26 subscribers• Copenhagen capsule launch- 2149 views• Maya’s first video- 155 views• Thin media coverage• Not so great success

Why?

Opinions & Review

Pros

• Global cooperation – Helps spread the word• Democratic voting system – Increases

engagement & participation• Multiplatform• Not too fictional…• Emotional-”Some of your grandchildren are here

with me now”

Opinions & Review

(more) Pros

• Time travel fantasy• Immersive- Staying in character• Shocking and well played videos

Cons

• Time capsule – naïve idea, too kitsch and childish• Intertextuality – corresponds with other texts

(Matrix, War of the Worlds, 2012) – Loss of compassion• Wasn’t taken seriously enough• Clues didn’t encourage cooperation/collective

intelligence

Opinions & Review

(more) Cons

• Too ambitious – Can gaming make a better world? a world-changing website• A world that praises individuality leaves little

room for environmental awareness• Short development time (linking it to COP)• Not linking it to existing content• Hardcore gamer community only• Plot left unresolved

Opinions & Review