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BtoB's Best - Microsite: FedEx Corp.

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FedEx Corp. Agency: BBDO New York Campaign: FedEx EarthSmart Launch date: October 2011 Creative credits: Executive creative directors: Mike Smith, Greg Hahn; creative directors: Ricardo Landim, Larry Corwin; creative: Anne Lac, Sara Crawford; producer: Tena Goy Why we liked it: The EarthSmart microsite serves as a communications hub for FedEx's environmental initiatives, offering up tons of content about the company's Earth-friendly business tools. Visitors can play various games that tie into the environmental theme, such as one in which the object is to navigate a bus through a maze via the most efficient route. It's important to note that the games aren't just for fun; the bus game, for instance, is accompanied by content that explains that FedEx has been offering its know-how to Embarq, an organization that helps cities design environmentally responsible transportation systems. Site visitors can also view FedEx's “Enchanted Forest” TV spot and link to the associated Facebook page that allows them to upload a photo onto a virtual tree (the company donates a real tree to the Arbor Day Foundation for each virtual tree created). Combined, the various areas of the microsite create an informative, fun and engaging brand experience.
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