PG&E Sod Couches Stunt & Interactive Installation PR Initiative
PG&E needed a fun, engaging way to communicate their efforts to help make San Francisco the greenest city on earth. I co-concepted, produced and publicized a massive city wide installation of sod couches where passers-by where invited to have a seat with friends, have their photos taken and learn about how they could contribute to the effort. Even Mayor Gavin Newsom showed up for the photo op! It was a PR home run garnering more than $500,000 in earned media. In addition, the execution was recognized by Ad Age as one of the best Out-of-Home ideas of the year.
PG&E Sod Couches Video - SF City Hall (one of 9 city wide activiations that day)
-Look out for Gavin Newson and the newlyweds!
Embarcadero - You got 6 couches!
The prototype: designed in collaboration with ReadyMade Magazine and UC, Berkeley, Dept. of Landscape Design
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Step by step rapid assembly instructions.
Take a seat and get a photo with your BFF in custom branded "Let's Green This City" frame with how-to make your own instructions. Engage with a PG&E Brand Ambassador who decribes PG&E's efforts to make SF the greenest city on earth.
Results! Estimated $500 in earned media value.