Campaign: Be The Best Santa
Company: jcpenney
Nonprofit Partner: Salvation Army
Launch Date: November 24, 2011
[/box]Campaign Description:
jcpenney is inviting Black Friday shoppers to help the retailer make a difference for the Salvation Army. On Thanksgiving Day, jcpenney will donate $50 to The Salvation Army, up to $400,000, for every Angel adopted via an online giving tree. The company will also donate $25 for each foursquare check-in to a jcpenney store between 4am (!) and 1pm. As an additional incentive, jcpenny will award the community with the most foursquare check-ins a shopping party on December 17, complete w/ food truck, snacks and beverages.
Our Take:
We're glad to see jcpenney including a cause component to their big holiday shopping push and equally glad to see the retailer asking shoppers to do their part by adopting an “angel” online. These donation amounts – $50 for adopting an angel and a whopping $25 for each foursquare checkin – are much higher than is typical. With clearly stated maximums, perhaps these large donation dollars will cut through the madness that is black friday and motivate the charitable side of shoppers to surface.
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Looking for more examples of cause marketing campaigns from 2011? You'll find more here.
