During the holiday season, NBCUniversal was seeking a way to promote its partnership with the Arbor Day Foundation. Specifically, the brand wanted to mobilize people to take part in the commitment to plant one million trees.

Working with developers and an innovative design team, Share a Tree consisted of a microsite asking users to send ecards instead of traditional paper cards for the season. Users could upload a photo and choose themed borders, thereby saving trees without sacrificing holiday cheer. NBCUniversal and Arbor Day Foundation committed to planting a tree for every action that was taken throughout the campaign. 

The result: over one million social interactions and one million trees planted.