Virtual Cause Marketing Times Two

Frigidaire will donate $1, up to a total of $45,000, to Save the Children when you set a virtual table place this holiday season for kids and register on Facebook or at MakeTimeforChange.com, similar to campaign from Electrolux for the Ovarian Cancer Research Fund.

Actress Jennifer Garner is lending her star power to the campaign, which also includes a sweepstakes element. The grand prize is a Frigidaire Professional freestanding range. A $50 gift card will be given away daily October 5, 2010 through January 11, 2011.

On October 6 I highlighted Electrolux’s going on at the same time for the Ovarian Cancer Research Fund.

Both campaigns have relatively low donation maximums. Electrolux’s has a $10,000 minimum and a $15,000 maximum. The minimum from Frigidaire is $40,000. Kudos to both for having minimum donations that represent a high percentage of the maximum donation!

Both campaigns are also part of larger donations from the two sponsors to the two charities.

Both feature attractive, high-profile female celebrity spokes-people at the height of the respective careers; Kelly Ripa for Electrolux and Jennifer Gardner for Frigidaire.

Both sponsoring brands have been making kitchen and/or home appliances and have strong reputations, but Frigidaire is better known in United States and Electrolux is better known in Europe.

Both charities are well established and respected, but Save the Children is better known, larger, broader mission.

Both campaigns make almost equal use of social media; Facebook and Twitter.

Both campaigns make sense for the sponsor and the benefiting charity.

But similar as they are, the sweepstakes component in Make Time for Change, broadens its appeal. Both have the cause, the brand, the celebrity, and the social media component. The sweepstakes component represents a kind of 'success insurance' for the campaign.

Comments

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