Campaign: Feeding America – The Loop
Company: Groupon + PepsiCo
Nonprofit Partner: Feeding America
Launch Date: November 18, 2011[/box]
Groupon recently offered a special cause marketing deal to consumers: donate $11 and feed a family of four for 2 weeks. Pepsi pledged to match each donation up to $250,000. Simultaneously, to launch a new “Groupon Now” feature, Groupon offered $1 lunches for one day and donated a portion of the proceeds to Feeding America as well as offered consumers the opportunity to participate in the $11 donation “deal”.
This is a fantastic example of integrating cause marketing into an existing, well-loved platform. Groupon has made significant advances since last year's cause-related Superbowl fiasco, this particular campaign being a prime example. Involving Pepsi to up the incentive to participate is a new and well-advised twist. This 'get-something/give-something' approach is clearly compelling to consumers and Groupon has trained their audience well to act quickly – this time for a good cause.