As an agency that's often tapped to develop creative ideas for consumer engagement programs, I wanted to give a shout out to the new Silk Soymilk Greencap Project. The campaign is a great example of a promotion microsite that effectively uses a sweepstakes to drive purchase and integrates education and values-led marketing with sales.

Confession: I'm not a big soymilk drinker. But, this promotion makes me want to go buy some just so I can enter the lid on the site. To me it's a testament to the value of offering a great prize that resonates with your target consumer. A $20,000 green home makeover sure sounds good to me...and who knows, I might fall in love with Silk on the way to winning (I'm crossing my fingers on both counts).

On a more nuts 'n' bolts note, the homepage has a couple clear calls to action right off the bat, making it easy to figure out what to do when you get there. But then, if you've got a little extra time, there are several other features to fiddle with which make the site more sticky - and fun. I especially liked the share your green tip page. It's set up kind of like Kettle Foods' 25th Anniversary "Kettle Universe" page and creates a neat little feedback loop for visitors to talk to each other. Plus it's pretty and the tips fly around and drop in from the sky. Cute.

Check it out!

- Erica