Campaign: Million Moment Mission
Company: L.L. Bean
Nonprofit Partner: National Park Foundation
Launch Date: January 18, 2012
[/box]Campaign Description:
Retailer L.L. Bean is celebrating its 100th anniversary with a new cause marketing campaign to encourage families to get outside. When Americans share an “outdoor moment” online or via an outdoor event in 2012, L.L. Bean will donate $1 to the National Park Foundation, up to $1,000,000.
Our Take:
Focusing important company milestones around a cause is a trend we’ve seen more of in recent years. L.L. Bean and the National Park Foundation make an excellent brand match in this year-long cause-focused campaign. Although it’s often challenging to keep momentum up for an entire year, this particular campaign seems to have all the right elements to keep consumers engaged including outdoor events, Outdoor Discovery Schools, giveaways and pro-snowboarder brand ambassador Seth Wescott.
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