Feeding America/The Help

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Campaign: Feeding America/The Help

Company: Dreamworks Pictures 'The Help'

Nonprofit Partner: Feeding America

Launch Date: December 1, 2011

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Campaign Description:  

Between December 1-11, a new cause marketing campaign from Dreamworks Pictures and distributors of 'The Help' rewards consumers for donating to Feeding America.  For each dollar donated, a dollar-for-dollar match will be made up to $10,000.  Donors will also receive  a limited-time $5.00 off coupon toward the purchase of the film THE HELP on Blu-ray or DVD (to be released December 6th).

Our Take:  

This campaign leverages a relevant cause message to draw attention to an otherwise sleepy DVD release.  Consumer action is cleverly directed by campaign incentives – donors get rewarded for making monetary contributions over direct food donations via the donation match and DVD coupon.