After Coca-Cola's Expedition 206, here's the latest "treat your brand like an activity" (or "make your campaign a real journey") example, courtesy of GE Ecomagination. Under the theme "The Last Degree," the 15-year old Parker Liautaud will begin an unusual expedition today: a quest to become the youngest person to ski the last degree of the North Pole. Thanks to GE, Parker's lonely journey will in fact be very social, featuring special content and interactive features on Facebook, YouTube, and Google Earth. People who follow the journey can pledge their Facebook status to an eco-friendly deed (i.e. replacing a regular light bulb with a CFL) and play with a bunch of other special apps. Parker has published all of his exercises into DailyMile. At the end of this journey, he will check-in via Foursquare for the ultimate reward: an exclusive North Pole badge.
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