Campaign: Like4Hope
Company: Hyundai (via Hyundai Hope on Wheels)
Nonprofit Partner: 14 Selected Pediatric Cancer Organizations
Launch Date: February 15, 2012
[/box]Campaign Description:
In a new Facebook cause marketing program, Like4Hope, beginning Feb. 15, anyone who “Likes” the Hyundai Hope on Wheels Facebook page can select one of 14 pediatric cancer organizations, and Hyundai Hope on Wheels will donate $5 to that organization. Each organization is eligible to receive up to $10,000, with all funds going directly to childhood cancer programs.
Our Take:
At first glance, this effort presents like a basic like-gated Facebook voting campaign. The $5 donation per vote is higher than typical “Like for Donation” campaigns, which is positive and makes this campaign stand out in the Facebook crowd. Once you visit the Facebook page, however, you'll realize that “Liking” the page isn't enough.
An additional step is required to authorize a separate app to activate the voting component. Hopefully this additional step is communicated clearly enough to users to generate the full impact of the offered donation.
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