DTE Energy

Award category

Marketing

Year released

2012

DTE Energy's successful marketing power play with the Detroit Red Wings in 2011 is the winner of this year's Inspiring Efficiency Marketing Award. DTE Energy was able to promote energy efficiency, reach new customers and grow its social media presence from 250 friends to more than 7,500 in just two weeks by teaming up with the beloved hockey team on a pair of major promotions in March 2011. The innovative campaign combined elements of event marketing with social media promotion. Fans interacted with the utility's web and social media sites - including an online CFL bulb calculator that demonstrated the bulbs' ability to save energy - for a chance to win Red Wings tickets. The campaign also integrated game-night promotion and giveaways, including custom-designed, green DTE Energy-branded Red Wings T-shirts and "swag bags" containing home energy efficiency kits. Additionally, utility employees were on hand to meet with fans and answer questions about efficiency.

Document

IEA-2012_award-release_dte.pdf