Dig In and Do Good

Campaign: Dig In and Do Good
Company: MasterCard
Nonprofit Partner: Stand Up To Cancer
Launch Date: July 12, 2013

Campaign Description:

MasterCard Worldwide and Stand Up To Cancer (SUTC) are once again coming together for the  “Dig In and Do Good” cause marketing campaign. When cardholders spend $10 or more at restaurants through September 28 and pay with their MasterCard card, a $.01 donation will be made to SUTC, up to a total of $4MM. Activating its sponsorship of Major League Baseball, a ceremonial swipe debuted at the 2013 Chevrolet Home Run Derby and :30 spots aired during the MLB All-Star Game. A Foursquare partnership reminds people when they check into restaurants that when they pay with MasterCard, they can help support SUTC. In addition, consumers will be able to donate w/ their MasterCard directly via the first-ever in-stream hashtag donation campaign via Chirpify.

Our Take:

This large-scale summer cause marketing effort has plenty to admire. From cleverly leveraging their MLB sponsorship to activating across multiple channels, MasterCard appears to be pulling out all the stops for this campaign. We’re fascinated to watch the Chirpify element of this campaign – can Twitter effectively be used for direct consumer donations? Watch the Eric Stonestreet TV spot below and as always, feel free to weigh in with your comments below (also, thanks to Chris Noble for spotting this awesome campaign!)