Give-a-Toy Store

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Campaign: Give-a-Toy Store

Company: eBay

Nonprofit Partner: Toys for Tots

Launch Date: November 17, 2011

Agency: Edelman

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Campaign Description:  

eBay has launched a new holiday cause marketing campaign in New York and San Francisco with a digital twist on traditional holiday windows.  The storefronts enable passers-by to use their smartphones to scan QR codes, triggering donations to Toys for Tots.  Digital components of the campaign enable consumers to Build a Toy on Facebook to unlock a $1 donation ($50,000 maximum) or make their own online donation.

Our Take:  

This creative use of mobile technology attracts offline attention, provides instant interaction (in this case via dancing toys) and encourages consumer donation –  could this be the cause campaign of the future?  Online redundancy in this campaign is welcome and well-executed, though we do wish the Facebook component would share how close the campaign is to the $50,000 goal.

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Looking for more examples of cause marketing campaigns from 2011?  You'll find more here.