Campaign: SI Swimsuit Issue/Gilt.com Sale Benefitting The Nature Conservancy
Company: Sports Illustrated, Gilt.com and participating vendors
Nonprofit Partner: The Nature Conservancy
Launch Date: February 14, 2012[/box]
The debut of the 2012 Sports Illustrated Swimsuit issue coincides with a Gilt.com (a members only, designer shopping site) sal
e, touting Sports Illustrated-curated bathing suits, surfboards, photographs and event tickets (starting at $1,000) to consumers. In a cause marketing twist to the launch, 100% of the proceeds from these sales will go to the Nature Conservancy to preserve the Gulf Coast beaches on which the swimsuit issue was photographed this year.
This unconventional campaign is sure to attract more than a little attention for The Nature Conservancy, not all of it positive. However, with 60 million+ “readers” of the Swimsuit issue and 4 million members of Gilt.com, the reach and visibility for the nonprofit organization is massive. Interestingly, there's no mention of the campaign on The Nature Conservancy's Facebook page and is only referred to in passing if you dig into the Corporate Partners page under the Gilt Group's link.