Al Gore is making waves these days. Seems like everytime you turn around, there he is. SNL, Wired, Sundance, and now MySpace.

Gore & Paramount Classics announced a broad partnership with social networking site MySpace to promote his documentary “An Inconvenient Truth” and promote activism with regards to global warming and climate change.

The partnership, as well as the totality of the marketing campaign surrounding the film, is a window into how non-profits (and business) can participate in an established online community, or social network, and engage in a conversation, provide rich content and value, and leverage multiple channels to build on each other… and remain true to the unique atributes of each of them.

MySpace’s campaign… includes a custom-designed site where the community’s more than 70 million registered members can meet and exchange ideas. Among other features, the page offers a “personal environmental impact calculator” for users to assess their personal contribution to global warming.

… the campaign will culminate in a 10-city MySpace theater buyout on June 16, with free tickets going to select members of “ An Inconvenient Truth“’s MySpace community.

In addition, MySpace’s music channel is featuring an artist-on-artist interview between the former vice president and a to-be-announced rock-star who also happens to be part of the MySpace community. The MySpace movies channel will spotlight an interview with the film’s director, Davis Guggenheim.

The integration doesn’t start, or end, with MySpace however. The entire campaign is designed with new media & social networking in mind. The website for the film features:

• Streaming RSS feeds about articles relating to climate change
• A blog which is updated regularly
• News relating to the film
• Testimonials
• Featured posts from other blogs
• A “Find a theatre” page with links to Google maps
• Multiple cool downloads (ecards, flyers, wallpaper, buddy icons and a screensaver)
• Commentary regarding the science
• A “take action” page with tools and tips on what a person could do to get involved, on a personal and global level.

Powerful stuff used correctly. It’s authentic, transparent and seeks to engage the audience. As of opening day, over 110k people had signed the pledge to see the film in theatres on the first day.

The final word goes to Gore:

“MySpace has a unique ability to mobilize its community around an urgent cause,”

Technorati Tags: Al Gore, MySpace, Paramount, An Inconvenient Truth