Campaign: Project “Can Do”
Company: John Deere
Nonprofit Partner: River Bend Foodbank
Launch Date: October 27, 2011
[/box]Campaign Description:
John Deere will attempt a world-record at constructing a full-sized sculpture of its new S-Series combine from more than 300,000 cans of food. The campaign was designed to raise awareness of the role farmers play and provide food supplies to a local food bank during the holiday season. Consumers can get involved via the brand's Facebook page by uploading their name and photograph which will be wrapped around a virtual food can as part of a virtual sculpture.
Our Take:
This is a crafty way to introduce a new product to market while incorporating a cause. Not your typical cause marketer, John Deere does a commendable job of connecting their product and customers with everyday consumers via issues of food and hunger and, of course, Facebook.
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Looking for more examples of cause marketing campaigns from 2011? You'll find more here.
