Campaign: 6th Man
Nonprofit Partner: Participant-Selected Charity
Launch Date: May 11, 2012
Jeep is reaching out to Facebook users via a new cause marketing effort called ‘6th Man’. Participants are encouraged to nominate leaders who will then be entered to win a donation of $20,000 for the charity of their choice and a trip for two to attend a USA Basketball exhibition game in Las Vegas. Six finalists will be chosen to have videos created telling their story and fans will then vote for their favorite finalist.
The benefit of Facebook voting contests such as this can be increased traffic and engagement to a brand’s page provided the community has ample incentive to participate and vote. Without the advantage of established nonprofit partners, this bump in traffic is entirely dependent on the motivation of Jeep’s existing Facebook fans. $20,000 may be enough of a carrot for small to medium, social media-savvy nonprofits to throw their leadership hats in the ring but the success of the campaign will rest in the quality and draw of the candidates submitted (or solicited as the case may be).