Skip to main content

Towards a More Hygienic Cause Marketing Campaign for Lysol

With the approaching start of the new school year Lysol brand of disinfectant has a cause marketing campaign that awards $25,000 in prizes to the school with the highest average attendance from November 1 to 30, 2011.

If you’re like me it took me a couple of beats to understand what school attendance has to do with Lysol. But even after I got it the Lysol Blue Ribbon Attendance Challenge doesn’t seem to do all the things Lysol needs it to do.

Here’s how the Lysol Blue Ribbon Attendance Challenge works. You must register your school online in the contest at Lysol.com. The contest runs throughout the month of November and the winning school gets $25,000 in prizes. As of this writing the contest’s official handbook wasn’t yet available online.

As a part of the promotion Lysol offers a school curriculum on germs and prevention that teachers can use in their classrooms.

That’s really… um… earnest. But it seems like half an effort.

What Lysol really needs out of this effort is to generate good buzz for a brand that’s pretty stale. What part of anything I’ve described above would you Tweet or post on your Facebook or Tumblr page?

Part of the problem is the donation amount. Last year Edgeworth Elementary in Hacienda Heights, California won the (unspecified) Grand Prize. Indeed, the $25,000 in prizes this year may go to multiple schools… Lysol’s website is wonderfully vague on this point.

Total prizes of $25,000 just can’t be taken seriously in a country with more than 90,000 elementary schools! As is, small schools have an advantage in the Challenge. As do schools in states with mild weather in November.

But by itself a better and fairer prize package wouldn’t make you more likely to Tweet out the Lysol Blue Ribbon Attendance Challenge either.

Imagine in addition to better prizes some kind of contest asking schools to produce a small play that depicts germ-free hygiene in schools, and open up divisions for middle schools, junior and high schools. Lysol probably wouldn’t even need to require that its products be portrayed in the plays. The schools would just do it.

Naturally videos of the plays would end up on YouTube. In fact, YouTube oughta be the official entry vehicle for the contest. Call it the Lysol Blue Ribbon Video Challenge.

As I see it, the video challenge would be in addition to the attendance challenge.

And, of course, thousands of videos would be publicity fodder for Lysol and its PR agency, who would pitch this story to media outlets wherever schools enter the Challenge.

Comments

Popular posts from this blog

Part 2: How Chili's Used Cause-Related Marketing to Raise $8.2 million for St. Jude

[Bloggers Note: In this second half of this post I discuss the nuts and bolts of how Chili's motivates support from its employees and managers and how St. Jude 'activates' support from Chili's. Read the first half here.] How does St. Jude motivate support from Chili’s front line employees and management alike? They call it ‘activation’ and they do so by the following: They share stories of St. Jude patients who were sick and got better thanks to the services they received at the hospital. Two stories in particular are personal for Chili’s staff. A Chili’s bartender in El Dorado Hills, California named Jeff Eagles has a younger brother who was treated at St. Jude. In both 2005 and 2006 Eagles was the campaign’s biggest individual fundraiser. John Griffin, a manager at the Chili’s in Conway, Arkansas had an infant daughter who was treated for retinoblastoma at St. Jude. They drew on the support Doug Brooks… the president and CEO of Brinker International, Chili’s parent co...

Chili’s and St. Jude Children’s Research Hospital

I was in Chili’s today and I ordered their “Triple-Dipper,” a three appetizer combo. While I waited for the food, I noticed another kind of combo. Chili’s is doing a full-featured cause-related marketing campaign for St. Jude Children’s Research Hospital. There was a four-sided laminated table tent outlining the campaign on the table. When the waitress brought the drinks she slapped down Chili’s trademark square paper beverage coasters and on them was a call to action for an element of the campaign called ‘Create-A-Pepper,’ a kind of paper icon campaign. The wait staff was all attired in black shirts co-branded with Chili’s and St. Jude. The Create-A-Pepper paper icon could be found in a stack behind the hostess area. The Peppers are outlines of Chili’s iconic logo meant to be colored. I paid $1 for mine, but they would have taken $5, $10, or more. The crayons, too, were co-branded with the ‘Create-A-Pepper’ and St. Jude’s logos. There’s also creatapepper.com, a microsite, but again wi...

Cause-Related Marketing with Customer Receipts

Walgreens and JDRF Right now at Walgreens…the giant pharmacy and retail store chain with more than 5,800 stores in the United States and Puerto Rico… they’re selling $1 paper icons for the Juvenile Diabetes Research Foundation (JDRF). This is an annual campaign and I bought one to gauge how it’s changed over the years. (Short list… they don’t do the shoe as a die cut anymore; the paper icon is now an 8¾ x 4¼ rectangle. Another interesting change; one side is now in Spanish). The icon has a bar code and Jacob, the clerk, scanned it and handed me a receipt as we finished the transaction. At the bottom was an 800-number keyed to a customer satisfaction survey. Dial the number, answer some questions and you’re entered into a drawing for $10,000 between now and the end of September 2007. I don’t know what their response rate is, but the $10,000 amount suggests that it’s pretty low. Taco Bell’s survey gives out $1,000 per week. At a regional seafood restaurant they give me a code that garner...