More leadership in green communications from BP, which is leveraging the power of social media to get people's hands on their brand. This time it's in the form of a microsite called alittlebettergasstation.com.
Clearly targeted toward a younger demo, the site features a fun little messaging tool called "Baby Mail." Nothing like a cute little toddler avatar to make a Big Oil company seem a little more cuddly. It's unfortunate that the company has more than a few gremlins that aren't so darling, but you won't see them on this site.
Few in energy communications are as good at the greenwash as BP, but
quite frankly, they're blazing trail that companies in clean tech ought
to pay very close attention to. It's flat out great work.
The Baby Mail application is almost identical to the Monk-e-Mail developed almost two years ago by careerbuilder.com, except you can't send an original note but have to choose from a handful of canned messages.
On the other hand, you can copy and embed your message as I have here. That should tell you how clear the creators of the site are about creating a new media campaign for today's broadband-enabled consumer — who, the way, isn't necessarily a 20-something college kid.
I'd like to see recycling, wind, biofuel, solar and green building companies do this kind of work. And by the way, if BP wants a LOT better gas station, it should make it easier for consumer to choose biofuels at the pump.