Campaign: M’Prove America
Company: Mars Chocolate North America
Nonprofit Partner: Habitat for Humanity International
Launch Date: February 6, 2013
M&M’S Brand has launched M’Prove America, a year-long cause marketing partnership with Habitat For Humanity International. The consumer focus of the campaign is a digital volunteer engagement initiative which will encourage fans to donate 1.5 million minutes (25,000 hours) of their time for Habitat’s home construction sites. Via a Facebook app, fans can pledge volunteer time online. In addition, specially-marked packages of red, white and blue M&M’S promoting M’Prove America will be sold during Summer 2013. M&M’S will make a flat donation of $500,000 to Habitat to help fund the construction of homes.
This campaign caught our attention because it offers a glimpse at the emerging generation of cause-based Facebook app engagements. Offering a personal analysis of a user’s Facebook activity, the app equates a user’s time spent on Facebook to impact that could be made volunteering for Habitat for Humanity via a nifty digital house. A direct call to action asks users to pledge volunteer time and serves up the closest Habitat location. Easy to use, personalized and impact-focused: these are the new components of successful cause-based apps.