Campaign: Love/Hate: Share Your Thoughts, Send Some Love
Nonprofit Partner: American Cancer Society, St. Jude Children’s Research Hospital, World Vision and World Wildlife Fund
Launch Date: May 23, 2012
Sears is asking consumers for online product reviews in a new cause marketing effort, “Love/Hate: Share Your Thoughts, Send Some Love”. After reviewing a product, customers may vote for one of four charities to win a grand prize of $100,000. Every two weeks Sears will make a contribution to one of the four charities and eliminate the charity with the fewest votes. Leading up to the grand prize announcement, Sears will award the remaining three charities differing amounts based on the number of votes, totaling $48,000.
Hats off to this creative use of cause marketing on Facebook to generate online product reviews. We’re curious to know how this campaign is promoted in-store, a critical activation point. Allowing consumers to view the online product reviews generated by this campaign might also provide important social proof and encourage additional participation.