Campaign: Light It Up Blue
Company: Toys “R” Us
Nonprofit Partner: Autism Speaks
Launch Date: March 1, 2012
Midway through its two month in-store fundraising effort in support of Autism Speaks, Toys”R”Us has rolled out a digital element of this cause marketing campaign. To help Facebook members “Shine A Light For Autism” in the digital domain, beginning March 26 through the end of April, fans of Facebook.com/Toysrus and Facebook.com/Babiesrus will find an app that tints their profile picture blue to help spread awareness about autism. Through April 2, the Toysrus Facebook page will also undergo a blue redesign as an additional awareness effort.
It’s refreshing to see an integrated campaign behind a Facebook cause marketing effort. This digital element is but one of many to this campaign, including in-store donations, awareness walks and an educational microsite. We love that consumers are encouraged to share the cause message with their communities and wonder what the inclusion of an in-store coupon on the Facebook presence would do to increase sharing and store visits.