Case Study
Henk Rogers
How Eden turned a Hollywood moment into a global climate platform for the co-founder of Tetris
Service: Campaign Strategy | Industry: Technology, Climate Change, Philanthropy
The Challenge
Henk Rogers is best known as the man who brought Tetris to the world — a story so dramatic it became an Apple TV+ feature film. But Rogers had evolved far beyond gaming. As the founder of the Blue Planet Foundation and a leading voice in Hawaiʻi’s clean energy movement, he needed a communications strategy that could leverage his pop culture moment to amplify a much bigger mission: accelerating the global transition to 100% renewable energy. The challenge was twofold — capitalize on the Tetris film’s massive publicity wave while ensuring the conversation shifted from nostalgia to climate action.
Our Approach
Eden designed a multi-phase campaign that used the Tetris film premiere as a launchpad for Rogers’ climate advocacy platform:
- Hollywood-to-Climate Pipeline — We timed a coordinated media blitz around the film’s release, securing interviews that started with the Tetris story but pivoted to Rogers’ clean energy work. This gave journalists the entertainment hook they wanted while delivering the climate message Rogers needed to amplify.
- Tier-1 Broadcast and Podcast Strategy — We targeted high-reach audio and video platforms where long-form storytelling could do justice to Rogers’ journey — from Cold War-era deal-making to founding one of Hawaiʻi’s most impactful environmental organizations. Secured appearances on NPR’s How I Built This and other major platforms.
- Global Press Activation — We activated media across the US, Europe, and Asia-Pacific, leveraging Rogers’ international profile and the film’s global distribution to maximize reach across markets.
The Results
- 28.5M+ total campaign impressions across all channels
- 40 media placements including NPR, Forbes, Bloomberg, and international outlets
- $2.19M in ad value equivalency
- NPR’s How I Built This feature — one of the most-listened episodes of the season
- Significant increase in Blue Planet Foundation awareness and donation inquiries
The Impact
Eden successfully transformed a Hollywood entertainment moment into a sustained global platform for climate advocacy. Rogers went from being covered as a gaming nostalgia figure to being profiled as one of the most compelling voices in the clean energy movement — proving that strategic communications can turn cultural moments into lasting impact.
By the numbers
- 28.5M Impressions
- 40 Media Placements
- 2.19M Ad Value Equivalency
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