Campaign: One Million Miles to Charity
Company: United/Continental Airlines
Nonprofit Partner: Various Nonprofit Organizations
Launch Date: December 14, 2011
[/box]Campaign Description:
United MileagePlus® and Continental OnePass® Members will have the opportunity to share 10 million MileagePlus miles with their favorite charity this holiday season as part of a new cause marketing voting contest. Charitable organizations around the world (more than 45 in the United States and 21 internationally) will receive a portion of the 10-million-mile grant based on their percentage of votes. Each organization will receive at least 25,000 miles.
Our Take:
We're always pleased to see holidays and special occasions celebrated with a cause component. This is a fantastic example of a company using its existing assets to benefit a cause. In this case, the voting site also does a nice job of quickly sharing the mission of each of its selected beneficiary organizations with a simple click. After voting, a nice additional touch is allowing users to donate their own miles.
