What happens to all those logo-festooned tote bags, pens and other pieces of corporate schwag that get handed out ad-nauseam on the convention circuit? Sure, some of it eventually goes on to serve some useful purpose. But much of it goes straight into the bin.

Enter the Schwaggin’ Wagon. Born just ten days ago over lunch in LA, the Schwaggin’ Wagon has cut a high profile at this year’s Web 2.0 expo.

“I was having lunch at a Thai restaurant and I brought up the fact that there is a lot of waste in this schwag game,” says Michael Liskin, an LA-based social media consultant who is one of the group’s six founders.

Schwaggin’ Wagon’s mission is to raise awareness about wasteful schwag practices and, eventually, to find a better use for the mountains of conference bric-a-brac that would otherwise end up in landfills.

In just ten days, the Schwaggin’ Wagon crew has built a website, procured a van, and attracted more than 150 followers on Facebook. They plan to collect schwag from conference-goers and donate it to Innerkids, an LA non-profit that hosts after-school programmes local youth. 

Eventually, the group hopes to act as a bridge between conference producers and a number of charities who can distribute things like leftover t-shirts and pens to people who really need them. 

It is still early days, but judging by the reaction among conference-goers, Schwaggin’ Wagon has struck a nerve. Several Web 2.0 companies have lent their support to the project and organisers are looking for more sponsors.

Mr Liskin stresses that the group’s goal is not out to eliminate schwag altogether -  a potentially Sisyphean task. Rather, it is to make everyone involved think twice about what happens to their wares once the party ends.  “It’s not about putting anyone out of business in any way,” he says. “It’s about streamlining and giving it more thought.”

April 25th, 2008 in Internet, Media, San Francisco, Weblogs | Permalink