Campaign: Team CIBC’s #IceBucketChallenge
Nonprofit Partner: ALS Canada
Launch Date: August 27, 2014
Today Canadian bank CIBC’s Senior EVP David Williamson threw down a new kind of cause marketing #icebucketchallenge: for every employee (there are 40,000!) that takes the challenge and posts it to Facebook or Twitter, CIBC will donate $100 to ALS Canada.
As the ice bucket challenge continues its phenomenal rise (at last report, it had reached $94million), we’ve seen all sort of creative brand and CEO engagements but very few cause marketing campaigns. CIBC’s employee challenge makes the effort more Canadian by offering a donation to ALS Canada and throws down the gauntlet to employees with a donation incentive. Check out the video here or below! What other brands have mastered the #icebucketchallenge?