the sally sisson blog


April 22, 2012

Earth Day interactives: Copywriting with a conscience for corporate clients

I’ve worked on a few copywriting and content development projects for SUBWAY® Restaurants and their SUBWAYkids.com group over the past year (via the Boston office of ad agency Jack Morton Worldwide).

My latest project, an interactive game and content for a campaign developed with The Nature Conservancy, the world’s leading conservation organization, is now live on the site. This spring, every SUBWAY Fresh Fit for Kids Meal comes in a reusable meal bag with a special code to unlock the interactive game and bonus eco-facts and video clips.

“With your help, we can work to reduce, recycle and reuse—and clean up the planet.”

Kids play the “Eco-Quest” by picking up pieces of trash along their journey through habitats on three levels: land, air and sea. With each clean-up or successful answer to a question, users are rewarded with an ec0-fact or a downloadable Nature Conservancy feature on an endangered or at-risk animal whose habitat is threatened by pollution. Check it out at www.subwaykids.com.

Pretty basic, as it’s designed for younger users, but kind of fun. And it was definitely fun to work on. Kudos to big corporations like SUBWAY for catching on, cutting down on waste and encouraging the use of reusables.

Speaking of Earth Day and jumping on the green bandwagon…

The Earth Day content I wrote a couple years ago for the Think Green website, developed for Discovery Education in partnership with Waste Management, is still live on their site. Check it out if you’re looking for creative activities for grades K-2, 3-5, 6-8 or 9-12. The content is evergreen because, as they say, every day is Earth Day.

By the way, Waste Management, the largest recycler in North America, is offering discounts on battery recycling kits for business as a special Earth Day promotion this year. Find out more about this and other features, like recycle-by-mail programs, at www.wm.com.

ThinkGreen.com: Earth Day Ideas

 

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December 8, 2010

Content (and copywriters) are king at Groupon, part 2

Continuing my fixation with the group buying site…

[See part 1:  The Key to Groupon’s Success? A Stable of Great Copywriters]

100308_groupon

I know much of the genius has to do with the simple business model, but I remain fixated on the creative. Here’s another article I bookmarked a while back, this one from 52weeksofux.com:

Groupon and the value of copywriting

“There is lots of talk of whether Groupon can keep their advantage over new competitors. But the competitors I have seen don’t have the copywriting chops that Groupon does, at least right now. As long as Groupon continues to write such great copy, they’ll have a big advantage over their competitors.”

Click here for full article.

Editorial style (and schtick) guide

Check out the company’s Public Editorial Manual which describes the Groupon Voice in detail and has a whole section on Humor Writing, complete with examples. Here’s a small taste:

talk

Zog’s Dogs

“The first deep-frying techniques were used as a means of preserving wedding gowns and Barry Bonds rookie cards; it wasn’t until later that they were applied to food….”

Guide to Art-Museum Banter

“Before taking advantage of today’s Groupon, memorize these handy art criticisms, which are guaranteed to apply to any work in the Lowe Art Museum:

  • “The brush stroke is large. It would not shock me if the artist painted with a wig or mop. Do you agree with my point of view?”
  • “The way color is used is breathtaking. It is either red, blue, green, or purple, but I would need to take a closer look to be sure.”
  • “Some say those are boxes, but to me they appear as triangles. Either way, this painting is about Lou Gehrig’s desire to adopt a dog.”
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December 7, 2010

The key to Groupon’s success? A stable of great copywriters.

Okay, so it’s not only about the clever content. But it’s the reason I read my Groupon coupon every morning as I sift through the clutter in my in-box. And I’m not alone.

Back in September I posted a link to this article from VentureBeat about writing as the key to Groupon’s remarkable success. Now whenever I read about the social-buying site and Google’s billion-dollar takeover offer, the copywriting bit remains top of mind.

Read the article here:

The Secret of Groupon’s Success Is… Good Writing?

“Chief executive Andrew Mason said today that the success of his popular social buying site Groupon had less to do with brilliant tech and more with good writing, and with unfashionable technology like email.

“Groupon employs a staff of 70 writers to create the text of all its group deals, Mason said. It might be easier to ask the businesses offering the deals to write the content, or perhaps to find some way to automatically generate the text, but Mason said that having well-written, engaging content is a key part of convincing users to keep reading…”

groupon 2

To be continued…

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