Campaign: Get Dirty
Company: Rubicon Property
Nonprofit Partner: charity: water
Launch Date: February 28, 2012[/box]
Cause branded real estate brokerage firm, Rubicon Property, will host a cause marketing campaign called “Get Dirty” in celebration of World Water Day on March 22nd. The company is asking participants to take a picture of dirty water in a glass or bottle and share it via social media in exchange for a $1 donation to charity: water up to a maximum of $5,000. All images will appear on the firm's 'Get Dirty' Pinterest Board.
This campaign demonstrates how a local business can incorporate a cause around an event to draw attention to its values, business model and the cause itself. Relying heavily on social media keeps its execution costs low but potential participation unlimited. Although the brand/cause fit takes some explaining, a glimpse into the company website reveals this charity to be an ongoing commitment and focus of the brokerage.