Campaign: eSmiles
Company: HP
Nonprofit Partner: Participating Ronald McDonald Houses
Launch Date: February 14, 2012
Agency:Porter Novelli
[/box]Campaign Description:
HP marks this Valentine's Day with a new cause marketing effort called eSmiles, a campaign that simultaneously encourages trial of HP ePrint while bringing inspiration, smiles and donations to five participating Ronald McDonald houses. For each message or photo that is sent to a Ronald McDonald house using ePrint (remote printing via email) technology via the campaign microsite, HP will donate $1 to the house, up to $10,000 per house.
Our Take:
Being first-to-market with new technology requires an education process. In this heart-warming campaign, HP turns to cause to help entice consumers into a simple product trial to both brighten the day of a struggling family and unlock a corporate donation. Those close to the campaign share that HP will also proacti
vely promote the program to employees via various internal communications and events – a laudable strategy for creating additional buzz and enthusiasm. The video below does a nice job of describing and personalizing this campaign and showing impact.
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[…] Campaign: eSmiles […]