Budlight Combines Superbowl Ad with Likes to Help Rescue Dogs

Nice Superbowl ad for rescue dogs. It ties into a Facebook Like promotion at Budlight's page that rewards each like with a one dollar donation to the Tony LaRussa's Animal Rescue Foundation, up to $250,000. I also think it was probably the best ad of the game, admitting that the other ads were pretty lackluster.

You can watch the commercial here.

It's great that Budlight chose to support a local organization! Maybe we should get Weego to play for the Patriots next year.


IKEA Saves the Children When Facebook Fans Invite Friends to Shop

This is my featured post in Mediapost: Causes. Subscribe to its weekly newsletter and learn from some of the best thought leaders in the cause world! 

One of the more successful digital tactics for cause marketing are Facebook "Likes" promotions. When you "Like" the nonprofit's page or the company's page - or both, depending on the promotion - the company makes an in-kind or cash donation to the nonprofit.

A good recent example of Facebook cause marketing was the Kraft Fight Hunger Facebook page for Feeding America during November. “Liking” the page triggered one meal donation, and more donations were earned as fans answered football and food-related trivia questions through the 2 Minute Trivia Drill Game.

The program generated a whopping 25 million meals for Feeding American food banks across the country.

An added benefit of Facebook Like promotions is the boost in fan count on both partners' pages as friends and family ask others to "like" the page.

This coming weekend, home products giant IKEA is betting that Facebook cause marketing will fill its stores.

On January 14th, IKEA is hosting a Bring Your Own Friends (BYOF) event with deals and giveaways and is rewarding Facebook fans that invite their friends with a donation to Save the Children.

There are two things we can learn from this program.

First, it takes Facebook cause marketing to a new level by using Facebook "likes" to help drive what really matters to a retailer: in-store foot traffic. This may become standard practice for brands. As I reported back in September, changes to Facebook are making "likes" and fans second to engagement.

Nonprofits and cause marketers should expect brands to experiment with new metrics for Facebook cause marketing, including testing its potential for driving traffic to stores.

Second, this promotion puts the cause marketing at just the right place - after the self-serving main offer of savings and giveaways, which is what really motivates shoppers. The donation to Save the Children is a secondary benefit, and the charity gets the money whether the invitee shows up or not.

IKEA's shopping event for charity is better than most retailers' programs.

Despite all the talk of their success, I'm not a fan of the "shopping days" Macy's, Bloomingdales and other stores market to charities. They're pyramid schemes with the stores and a few big charities at the top making all the money.

The IKEA Facebook Like promotion is sound marketing, great digital cause marketing and good philanthropy.

I like it.

Food Bank Bags $15k with Cause Marketing, Social Media

I love examples of local cause marketing, especially when they involve social media.

Take the recent partnership between Massage Envy and Second Harvest Food Bank in the Santa Clara and San Mateo counties in California.

Huh? You might be thinking. Massage Envy has 600 locations nationwide. Second Harvest Food Bank is a member of Feeding America, the largest national hunger relief charity in the U. S. with 200 locations in all 50 states.

It's hard to think of these two as local, but they are.

Massage Envy are franchised stores. In Santa Clara they're run by regional developer Charles Goodwin. He and his wife are local supporters of the food bank and he came up with the idea of having a social media challenge with the charity.

Second Harvest Food Bank is a certified member of Feeding America. But they're an independent food bank in many ways. They have their own logo and didn't change their name after the 2008 brand makeover to the parent organization.

We can learn a lot from what these two organizations did in December.

It started with Massage Envy putting up $15,000 and challenging the food bank's supporters to earn it via social media.

  • “Like” the food bank’s Facebook Page ($5)
  • Comment on the page or “like” any posting ($2)
  • Follow them on Twitter ($5)
  • RT or mention Twitter handle, @2ndharvest ($2)
  • Post a photo showing your support on Facebook, Twitter and Flickr (bonus $5 each!)

Goodwin wasn't asking the food bank to do the impossible, which already had an active blog, thousands of friends on Facebook and lots of Twitter followers to boot.

This is one food bank that knew how to butter its own bread. You should too if you want to replicate its success.

Not surprisingly, the food bank hit its goal and got the $15k. I bet it got some great new, engaged fans too. I'm sure Massage Envy benefited also from all the people who took took notice of their wonderful support.

I really admire Charles Goodwin and Massage Envy for cause marketing the right way. They made it all about the cause. And in doing so, people will never forget him or his company. If only more companies knew the power of forgetting themselves and focusing on making a difference.

Karma really does exist

All Cause Marketing is Not Gold

Sometimes it comes in dark navy twill with red stitching, red pocketing and a "Detroit 874" logo.

While I'm always in pursuit of gold, the dollars cause marketing can raise, cause marketing can also be in-kind.

Work apparel maker Dickies new program for the Salvation Army of Metro Detroit is a great example of product cause marketing.

They've donated 5,000 pants to the nonprofit with the promise to donate an additional pair for each 874 sold for a total potential donation of 10,000 pants.

Dickies' goal is simple: to help one of the most economically disadvantaged cities in the U.S. to get people back on its feet [and dressed, I assume].

Obviously, what's great about in-kind cause marketing is that it taps a product that you already have at your cost--which doesn't diminish by a dime the value of the item to the nonprofit, as long as they truly need it. Everyone has heard of the food pantry that got the generous donation of spam. Mmmmm.

The best way to show your charitable intentions with in-kind cause marketing is to mix cash with product. And Dickies did just that with a $25,000 gift to the Army alongside its product donation.

Another way to execute in-kind cause marketing is online. Take this effort from Specialized BikesFor every 1000 ‘Likes’ of  its official Facebook page they'll donate a bike to CYCLE Kids, a nonprofit fighting obesity and inactivity among youth.

Here are some other ideas for using Facebook likes.

Specialized has already donated 30 bikes and is happy to giveaway more until the program ends.

Some people will do anything if you say you like them.