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ComEd Icebox Derby production and cause marketing

Annual Icebox Derby STEM Cup

Partnered with ComEd and Leo Burnett to produce the annual Icebox Derby, a six-week summer event series that challenges six teams of girls to build electric race cars out of recycled refrigerators.
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Build day that helped educate girls on STEM initiatives

Educated and empowered young women to explore opportunities in Science, Technology, Engineering and Math through a hands-on, interactive learning experience.

Built a community-driven, cause marketing initiative for ComEd to connect with its target audiences in a more meaningful way and humanize its brand story.

Announcer at the annual ComEd Icebox Derby

Created program content including the instruction manual with custom STEM exercises, car prototype, race regulations, race day challenges and scoring system.

Transformed the Field Museum parking lot into an immersive, functional racetrack that engaged more than 500 guests, complete with Amandla Stenberg’s celebrity appearance and remarks from ComEd CEO, Anne Pramagiorre.

Icebox Derby refrigerator car testing on race day

Encouraged social media sharing and conversation by inviting fans and followers to cheer for the girls using #iceboxderby.

Awarded the winning team a laptop computer and a Technology Camp scholarship, with all 30 participants receiving an educational scholarship.

  • Refrigerator car used in Icebox Derby

Results

  • Return on Investment

    Due to the success of the Icebox Derby, ComEd will continue to make it an annual event.

  • Return on Investment

    The 2015 IceBox Derby generated significant media coverage in prominent outlets including WGN-TV, Chicago Tribune, Huffington Post and Teen Vogue, as well as nearly 300,000 YouTube views on its teaser trailer.