Campaign: Every Second Counts
Company: Capital One
Nonprofit Partner: Cell Phones for Soldiers
Launch Date: October 18, 2012
Capital One is encouraging consumers to use its mobile app with a new cause marketing effort called Every Second Counts. Until mid-January, Capital One will donate 60 seconds of talk time to nonprofit Cell Phones for Soldiers for every time someone downloads the mobile app and signs in for the first time and ten seconds for a range of actions using the app such as viewing transactions or paying a bill online.
This clean campaign from Capital One is easy for consumers to understand as well as execute. The parallel of spending a few moments to check out a new app in exchange for the donation of cell phone minutes to deserving soldiers is direct and powerful. Would that coming up with a simple, yet unique, effort such as this was as easy as this campaign makes it look (HT to Casey Brennan for sharing this campaign).