Campaign: Lindt Gold Bunny for Autism Speaks
Nonprofit Partner: Autism Speaks
Launch Date: February 15, 2012
Through Easter, chocolatier Lindt will donate 10 cents to Autism Speaks for every Lindt Gold Bunny and $2 for every Easter basket purchased in the United States, up to $100,000 as part of an overall cause marketing partnership. In addition, Lindt will donate $1 for every free Lindt Easter e-card sent, up to $5,000 and up to $10,000 for consumers who repin from the Lindt Pinterest page or upload their own original Lindt pin. A celebrity auction also offers porcelain versions of the iconic Gold Bunny adorned with celebrity signatures with 100 percent of proceeds going directly to Autism Speaks. In total, Lindt is committed to donating more than $125,000 to Autism Speaks this year.
This campaign certainly has many moving pieces. Perhaps most noteworthy is the Pinterest component, the first cause marketing campaign we’ve documented on this burgeoning social platform. Users can choose from among 8 Lindt images to “repin” to their own Pinterest board and unlock a $1 donation or they can recreate a Lindt inspired-project incorporating Lindt products and email the image to Lindt to unlock a $25 donation. The Pinterest component takes full advantage of the medium to showcase Lindt products and brands the campaign on each image nicely. We wonder if incorporating the cause into this visual medium would make this campaign even more effective.