4. Green my Apple

6. Apple Users in the driver’s seat

7. Web 2.0

8. Email to take the message to Jobs

10. Tagging and Social Networking sites

11. Technorati to reflect the buzz

12. Greenpeace.org traffic sources

13. Apple site traffic sources: referrals are everything in a viral campaign

15. Apple site Launch

16. Desktop viral: Hug your Mac

18. Video E-card on YouTube to publicize the campaign

19. The YouTube Dillemma

20. Perpetual Beta: Feedback site for suggested improvements

21. Banners and bugs to make the campaign easier to promote

22. Creative Commons content for remix

32. Webby Award

34. Webby traffic conversions

35. Contribution to conversion

36. Results (March 2007) 470,000 Google references 4,070 Blog entries 50,000 letters to Steve Jobs 1,000,000 Unique Visits 10,000 newsletter signups Dell: “We challenge the Electronics industry to adopt a 100% takeback policy worldwide…”

37. Result

40. Kicking Ass