Campaign: The Grand Giving Tree
Company: Grand Marnier
Nonprofit Partners: World Wildlife Fund, Cool Earth and WaterAid America
Agency: Woo Agency
Launch Date: December 1, 2011[/box]
Grand Marnier has launched a new holiday Facebook-based cause campaign, asking consumers to help the brand award a $10,000 grand prize by selecting an ornament that represents one of three featured charities and trimming a virtual tree. The charity with the most ornaments will receive a $10,000 prize. The other participating nonprofits receive $2500. Consumers may also enter a sweepstakes for $1,000.
This festive custom Facebook application is unique in that it enables each user an individual ornament on the virtual tree – fun to click around and see who placed the other ornaments. Hopefully the additional time required to load this robust app won't deter users from participating. The $1,000 cold, hard cash is a smart holiday incentive.