effect marketing in action
Dave Matthews request was to figure out “how to make recycling fun”. Our goal: Motivate and educate fans about how to be more sustainable while lowering their tour’s environmental impact.
- Created the So Much to Save initiative to engage concert attendees with information on recycling, saving energy, and reducing waste.
- Developed a whole new model and incentive system for recycling by attacking the sources of the majority of waste at a DMB concert: the parking lot.
- Staffed and trained recycling station volunteers who handed fans uniquely-coded raffle tickets for each of their recycled items. The ticket entered them in a drawing for a limited-edition autographed show poster or front row seats. Each can or bottle became a raffle ticket.
- Directed fans to the So Much to Save website, where they could enter their unique raffle ticket code and download the So Much to Save album featuring live tracks from Dave Matthews Band and supporting acts on tour.
- Educated concert venues on recycling initiatives and encouraged them to move forward with similar tactics.
- Highlighted Dave Matthews Band's role of being a leading innovator in the music industry’s sustainability space.
- Tens of thousands of users redeemed their ticket code to download the So Much to Save album in a two month time-frame.
- Recycled over 30 tons of waste at over 29 shows in 2009 alone.
- So Much to Save model integrated in 2010 Dave Matthews Band tour.