NBC World News Covers Plenty Campaign At Sundance

In February 2006, Mark Spellun of Plenty Magazine and Mara Engel Wedeck of Organic Works PR created an innovating guerrilla marketing campaign at the Sundance Film Festival, which had been inundated by marketers throwing gifts at celebrities.

The Plenty/Organic Works Team walked down main street handing out a copy of the magazine (which promoted the new green consumer movement) and asked celebrities to donate their schwag, which we then auctioned off on eBay, with the proceeds going to Global Green, the international environmental group.

The campaign was written up by the AP and featured on NBC World News Tonight before the Academy Awards, with Daryl Hannah, speaking for Plenty. By 2007, most every marketer at Sundance or the other award shows, had started their own giveback programs.

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