LivingSocial's Newest Deal: Living Social & Marine Toys for Tots Foundation
Daily Deal site LivingSocial partnered with Marine Toys for Tots to offer a charitable holiday promotion to its 46 million subscribers. The deal offered a 2-for-1 opportunity to purchase a toy to donate to Toys for Tots. With every $5 donated through LivingSocial, $10 worth of toys were delivered to a child in need with 100% of all donations used to purchase and distribute toys to children in the donor’s community. Toys for Tots partnered with Toys”R”Us, Inc. and Hasbro to provide the matching toy donation. Because Toys for Tots has local programs in every community served by LivingSocial, this opportunity was both a local and a national campaign.
Additionally, LivingSocial donated one percent of the proceeds from every daily deal purchased between December 5 – 16, 2011 to the Marine Toys for Tots Foundation.
One of the first of its kind, this holiday charitable daily deal provided members not only the opportunity to give, but to double the value of their donation through the ease of a daily deal. The Daily Deal and 12 Days of Giving transactional donations generated a combined $576,135.
Judges felt this campaign made excellent use of Living Social’s digital platform and commented on the efficacy of a corporate match to incentivize consumer donations.