Campaign: Check in For Charity
Nonprofit Partner: Boys and Girls Clubs of America
Launch Date: December 3, 2012
Through Jan. 2, 2013, Lexus invites Facebook and Foursquare users to visit its new “Check In for Charity” to unlock up to $100,000 in donations to Boys & Girls Clubs of America. Once connected to the app, each check-in will automatically generate a $10 donation/ Additionally, a check-in at any Lexus dealership will double a user’s donation tally for the entire day.
This charitable event is launched in lock-step with the annual Lexus ‘December to Remember’ sales event, undoubtedly to garner additional awareness for the brand’s seasonal event. Although a $10/check-in donation is compelling and higher than is typical in cause-based social media campaigns, the ask is also more involved than most. The app’s real-time donation tracker, complete with leader board is a welcome enhancement and also complies with new cause marketing guidelines from the New York Attorney General. Will this campaign wrap the Lexus brand in the spirit of holiday giving? Weigh in below with your thoughts!