The days of having to depend on corporations to fund or green light your ideas are over. Thanks to user-friendly technology and social networking, one can simply put their creations online and let the public decide on which ones will become hugely successful or not.
Before ecopop, we created this hugely successful viral web campaign for Mountain Dew in a response to this ever-growing do-it-yourself movement popular amongst youth culture.
The subtle product placement of Mountain Dew led many people to believe it wasn't a commercial, but an actual cable access arts and crafts show featuring an 89-year old hipster instructing viewers how to make something new from something old. Even those working for Ellen, Jay Leno and many others in the media took the bait hook, line and sinker.
In hindsight, despite the product these videos were selling, the message was about as green as it gets: Reuse and recycle. Much like overt branding would have killed the viral nature of these spots, so would've an overt green message.
As these videos demonstrate, you don't have to say green to be green. You don't even have to be green to be green. You only have to find innovative, culturally relevant ways to communicate your message responsibly. And that is perhaps the biggest marketing challenge of them all.
Can you think of any other examples of pop culture brands that aren't necessarily green but inadvertently promote green practices?
  
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