Xcel Energy: Lights Out Lunch Case Study

Situation: Xcel Energy, a public utility company based in Colorado, wanted a promotion that would emphasize the importance of energy conservation while asking the public to think differently about energy consumption. There was only one stipulation: Any promotion that was created had to take place in December and it was already mid-November. The budget was $1.2 million.

Observation: Whether you’re at work or at home, you can take a small step toward saving energy by shutting off your lights and your computer for one hour when you go to lunch. By keeping the idea simple, everyone could participate.

Solution: A unique, single day event called Lights Out Lunch was created and scheduled to take place in Denver on December 11. To participate, all you had to do was shut off your lights from noon to 1 p.m. to conserve energy.

On November 9, a press conference was called and Lights Out Lunch was officially launched. Local businesses received promotional kits to build awareness. Local schools received over 11,000 flyers while over 9,000 promotional items were given out at concerts and sporting events. Twitter and Facebook were utilized to engage the public and get them talking about the event. A Lights Out Lunch website was quickly developed, offering energy-saving tips as well as downloadable coupons from Denver restaurants that pledged to turn off their lights during the event. TV spots were created. Pro athletes from the Denver Nuggets and Colorado Avalanche educated the public on energy savings. Even the governor got involved.

Outcome: In less than five weeks, Lights Out Lunch not only captured statewide attention, but also national attention. Colorado’s governor praised Xcel Energy as an important partner in the “New Energy Economy.” And the Lights Out Lunch website? In just 30 days, the website received over 34,000 visits, with nearly 5,000 people signing up to participate in the event, including over 800 businesses. In the end, turning off your lights to save energy became a very bright idea.