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Planet Green Game
Game URL: www.planetgreengame.com
Developer: Tree Media
Non-Profit: Global Green USA
Release Date: April 3, 2007
Project Lead: Starbucks Coffee Company
Funding Sources: Starbucks Coffee Company
Sponsors/In-kind donations: Starbucks is donating $100,000 in FY07 to Global Green USA. Starbucks collaborated with Global Green USA to develop and launch Planet Green Game. This will raise Starbucks total contribution to Global Green USA�s climate programs to $250,000 since 2005.
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Brief Description
Starbucks and Global Green USA have teamed up to encourage individuals to learn about global climate change and smart solutions with the launch of Planet Green Game (www.planetgreengame.com). Planet Green Game offers real-world examples of how individuals can change their own behavior and also influence the actions of community, political and corporate leaders to engage in the effort to stop global warming.
Full Description
Starbucks and Global Green USA have teamed up to encourage individuals to click, play and learn about global climate change and smart solutions with the launch of Planet Green Game. Through the online game located at www.planetgreengame.com players can explore a virtual world and learn how everyday decisions by individuals, cities, schools and businesses can impact the climate and environment. The game offers real-world examples of how individuals can change their own behavior and also influence the actions of community, political and corporate leaders to engage in the effort to stop global warming. In Planet Green Game, players select an avatar (digital character) to explore Evergreen, a fictional city, with six landmarks. Players can choose their mode of transportation and explore these destinations and throughout their journey, learn about environmental factoids and tips that can be incorporated into their daily lives whether it's properly servicing a car for improved fuel efficiency or learning techniques to influence local public officials and corporate decision makers. Two bonus destinations include a virtual movie theater and Starbucks store. At the Planet Green Game movie theater, green short films from the Gen Art online movie festival will be screened 24 hours a day. The virtual Starbucks store will also give players the opportunity to vote on environmental priorities the company should consider focusing on and email feedback that will be shared with members of the Corporate Social Responsibility executive team.
Target Audience: We are targeting adults to raise awareness about climate change and the tangible things they can do in real life through their own individual actions. The customer demographic in our stores is 18-34 and a majority of this demographic, primarily between 18-24 or college-age students, spends a lot of time online.
Social Issues Addressed: environment,
Purpose:
Starbucks is passionate about contributing positively to the environment and we are inspiring our customers and partners to do the same. The game is a natural reflection of our ability to engage customers in innovative ways. With the launch of Planet Green Game, Starbucks is using its reach to illuminate the climate issue and raise awareness of the solutions in a new and innovative way.
Metrics:
How? Starbucks is using its reach to illuminate the climate issue and raise awareness of the solutions in a new and innovative way.
What outcomes have been measured?
Press Coverage:
Reuters; BusinessWeek; Air America; Seattle Times; Seattle PI, etc.
Press Release URL: http://www.starbucks.com/aboutus/pressdesc.asp?id=763
Public Contact Information
Name: Anna Kim-Williams
Email: akimwill@starbucks.com
Press Contact Name: Anna Kim-Williams
Press Contact Email: akimwill@starbucks.com
Game Tags:
Where you can play this game: www.planetgreengame.com. It is online and accessible through any Internet connection.
