The Enrichmond Foundation has been serving the people, parks, and public places of our city for over 20 years. They’re the folks responsible for all those great festivals down at the 17th Street Farmer’s Market (Richmond Bacon Festival, anyone?)
Last year, Enrichmond set out to plant locally grown trees in Richmond’s parks through their new Urban TreeLab program. The question was where to plant them?
Thus, a customized website for Enrichmond’s Treelab “Buy One, Plant One” project was born. Together, we collaborated and developed a unique WordPress site that puts Richmond parks on glorious digital display unlike ever before.
The idea was simple – meet Richmonders where they are. Customers at partnering vendors were able to purchase specially-marked items—coffee, cider, growlers, the good stuff!—with a tag containing a unique code and link to the TreeLab microsite (now offline). Visitors then had the opportunity to use their unique code to vote on where to plant a tree in one of four local parks—Bryan, Byrd, Forest Hill, and Chimborazo—while learning about the program.
Through the site’s database of unique codes, Antimatter was able to prevent sharing of one-time use codes. This limited voting to 1,000 unique trees (the program’s maximum public voting limit), giving every participant the chance to, quite literally, plant some roots in Richmond.
Love Affair, a Richmond, VA-based content house, shot some killer videos showcasing the beauty and day-to-day of our local outdoors. They also commissioned a wonderfully illustrated map of the city to tie the project together. The result? A bold, visual introduction to Richmond’s parks.
Though this promotional microsite was the beginning of our work with Enrichmond, we’re thrilled to help provide them with a framework of interactive campaigns for many years to come.