RIESTER

Today’s dynamic, complex and rapidly changing marketing and media environment creates interesting challenges for RIESTER and our clients.

An important goal of our client Rocky Mountain Power is to encourage efficient energy use. In order to increase awareness of ways to reduce energy consumption, Rocky Mountain Power recently created its wattsmart campaign and RIESTER helped launch this with an event that effectively blended old and new marketing tactics.

Rocky Mountain Power is in the business of delivering reliable power while working to ensure the long-term sustainability and affordability of electrical service to its customers. RIESTER is in the business of marketing—sticking to simple strategies while using the latest tools. The wattsmart launch last week is an excellent example of all of these elements coming together.

We held the launch event at the home arena of the Utah Jazz in Salt Lake City. The Jazz are the only NBA team in the Rocky Mountain Power service area and they garner significant local attention. The launch was on April 6 during “Green Week,” an annual event held by the NBA and the National Resources Defense Council.

Arena events are an old tool for marketers and they are rich with opportunity. Large arena events are covered on television and maintain healthy audiences at a time when television audiences are increasingly fractured. Because of the high-energy atmosphere and the attention garnered by the sports event, local media tend to already be present providing coverage.

Some key elements for Rocky Mountain Power’s participation in the NBA’s Green Week and wattsmart launch:

A utility truck was parked at the main entrance with a lineman talking to Jazz fans about how they can reduce their energy use. This was a simple but potent way to get people’s attention as they filed into the arena and it was an irresistible visual for print and TV reporters.

A T-shirt giveaway provided additional information to fans as they filed in. Fans were asked to answer simple questions related to energy efficiency, giving them small, but powerful reminders of how to reduce their energy use – as well as a tangible take-away with a wattsmart t-shirt.

A text messaging component during the first part of the game engaged fans and served as a way to select contestants for the main event of the evening for Rocky Mountain Power.

The main event: The wattsmart Challenge. Ten obstacles were placed on the court. The winners of the texting contest came down to the court, maneuvered through the obstacles (7-foot tall  cut-outs with energy efficiency tips that were designed to be read from anywhere in the arena as well as easily read by home viewers).  The first contestant to sink a basket after maneuvering the course received a package of energy-efficient prizes.

Collateral to drive traffic to Rocky Mountain Power’s wattsmart website, Facebook page and Twitter account.

The wattsmart launch was a success. It took advantage of a high-profile sporting event, included a new media texting component and attained a level of attention that helped Rocky Mountain Power achieve its goals of encouraging customers to become more wattsmart.

You can become a fan and view photos from the event at the wattsmart Facebook page.

Visit www.wattsmart.com to learn more about conserving energy.

Rocky Mountain Power, a division of Pacificorp, is on Twitter @RMP_Utah.

A Rocky Mountain Power lineman welcomed Utah Jazz fans to the stadium.

One thousand lucky Jazz fans got new T-shirts and joined the Green Team.

The media covered the event, both outside and on the court.