Organizations: New Orleans Super Bowl Host Committee (New Orleans), Entergy (New Orleans), and Center for Climate and Energy Solutions (Arlington, VA)
Campaign: Super Bowl XLVII Geaux Green
Duration: December 7, 2012 – February 3, 2013
Entergy and partner the Center for Climate and Energy Solutions (C2ES) developed an online energy reduction game to help the New Orleans Super Bowl Host Committee meet its objective of offsetting carbon emissions associated with energy use at this year's Super Bowl.
“It was our goal to make this the greenest Super Bowl ever,” says Jay Cicero, executive director of the New Orleans Super Bowl Host Committee.
“The Super Bowl provided the opportunity to educate NFL fans and the New Orleans community about their environmental impact and things they could do to reduce impact,” explains Patty Riddlebarger, director of CSR at Entergy.
C2ES built a website that housed the “Geaux Green Game” and a carbon footprint calculator, both of which illustrated the positive impact individual actions can have on the environment. The host committee donated a trip to the Super Bowl for the Geaux Green Game winner.
Entergy donated carbon offsets to neutralize emissions associated with energy use at the Super Bowl (including team and staff travel), and also matched pledges made by Geaux Green Game participants. The offsets were retired by Climate Action Reserve.
Traditional media and blogger relations, social media outreach, and ads drove awareness.
The website launched December 7. The Geaux Green Game ran through January 11. People who entered their name and email address, identified their favorite NFL team, and pledged to take an energy-reducing action during 2013 were eligible to win the prize in a random drawing.
The host committee issued a press release announcing the campaign. All three organizations regularly targeted local news outlets and local and national sports outlets. Entergy also reached out to energy- and utility-focused journalists and bloggers, and C2ES targeted journalists and bloggers covering the environment.
All three organizations promoted the campaign on their social media channels.
A late January press release announced the NFL team that got the most votes in the Geaux Green Game and the prize winner.
An infographic illustrating everyday equivalents to the offsets achieved by the campaign was sent to traditional media and blogs the day before the Super Bowl. A poster of the infographic was displayed in the Super Bowl media center.
Riddlebarger says an estimated 48 million pounds of CO2 emissions were offset, including 23 million pounds resulting from matches to about 2,400 Geaux Green Game pledges.
The website got 15,000 unique visits between December 7 and January 15.
About 130 stories ran in outlets such as National Geographic and WWL-TV.
Entergy and C2ES plan to meet with the New York Super Bowl committee to discuss options for a similar effort for next year's Super Bowl.