Campaign: The Give Back
Company: Publishers Clearing House
Nonprofit Partners: ASPCA, Standup for Kids, Operation Homefront
Launch Date: October 19, 2011
[/box]Campaign Description:
Publishers Clearing House has launched an online voting campaign on Facebook and will award $25,000 to the nonprofit organization with the most votes and $2,500 to two runners up. Additionally, users that cast a vote are eligible to win one $5,000 prize.
Our Take:
Just when it seems cause has infiltrated every potential industry, a campaign like this surfaces. The Facebook voting concept isn't new, but its execution is unique in that it launched a two-phase approach, asking consumers to first cast votes for the general cause that was most important. According to an AdAge article, the campaign was also used to get managers more accustomed to using social media – an interesting test-and-learn application.
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Looking for more examples of cause marketing campaigns from 2011? You'll find more here.
