Skip to main content

Using Sweepstakes in Cause Marketing

When you cause market with a retail partner, in most cases the donation is based on accessing their customer base. In such promotions, the cause is probably enough to get some customers to donate. But sometimes you want or need what I call a ‘MacGuffin,” a term I borrow from the illustrious film director, Alfred Hitchcock.

In this case from Ulta Beauty stores the MacGuffin is a sweepstakes for anyone who donates at least a dollar to the Breast Cancer Research Foundation at one of their stores during the month of October 2012.

In Hitchcock’s definition, a MacGuffin is a plot device that impels people to act. George Lucas said the MacGuffin in Star Wars is R2D2. In Indiana Jones and the Crystal Skull, the MacGuffin is the Crystal Skull. In Mission Impossible IV, it’s the Russian nuclear launch codes.

The MacGuffin in this promotion from Ulta is a chance to win one of 532 beauty bags, one per store. In order to pass muster with Federal and state regulators, there is an alternate form of entry that costs nothing.

Using a sweepstakes as a cause marketing MacGuffin can really work. I once did a paper icon campaign that had a sweepstakes component that included a chance to win a Harley Davidson motorcycle. The paper icons were priced at $1 each and came with an entry form. It was a two-stage promotion. You had to get drawn for the chance and then you had to come within 5 feet of a hole-in-one at a participating country club.

At the time, I worked for a children’s charity. We thought we needed a MacGuffin because we were all but unknown in the local market.

Believe it or not, somebody did win the Harley. We were insured, so it only cost us the price of the insurance policy. We raised a ton of money and the publicity was dynamite.

Done right, sweepstakes can be a fabulous MacGuffin.

Comments

Popular posts from this blog

Top Eight Cause-Related Marketing Campaigns of 2007

Yeah, You Read it Right. It's a Top 8 List.

More cause-related marketing campaigns are unveiled every day across the world than I review in a year at the cause-related marketing blog. And, frankly, I don’t see very many campaigns from outside North America. So I won’t pretend that my annual list of the top cause-related marketing campaigns is exhaustive.

But, like any other self-respecting blogger, I won’t let my superficial purview stop me from drawing my own tortured conclusions!

So… cue the drumroll (and the dismissive snickers)… without further ado, here is my list of the eight best cause-related marketing campaigns of 2007.

My list of the worst cause-related marketing campaigns of 2007 follows on Thursday.


Chilis and St. Jude Children’s Research Hospital
I was delighted by the scope of Chilis’ campaign for St. Jude Children’s Research Hospital. As you walked in you saw the servers adorned in black co-branded shirts. Other elements included message points on the Chilis beverage coas…

Cause-Related Marketing Meets Microfinance

Kiva.org and Advanta.com Mix it Up

You’d have had to have been in Ulaanbaatar, Mongolia the last year or so to have missed the run up of microfinance. Between 2004 and 2006 more than $4 billion of capital flowed into microfinance institutions. All told experts say the total loan microfinance loan portfolio may be as much as $12.5 billion. And of course the father of microfinance, Muhammad Yunus won the 2006 Nobel Peace Prize. Microfinance is now so respectable, so effective, (so profitable!) that it’s already enjoying its first global backlash.

Actually that first sentence is hyperbole. Because even in Ulaanbaatar… far from almost anywhere on the vast, frigid steppes of Mongolia… microfinance is thriving such that the earliest recipients of micro loans there are now complaining about taxes and government bureaucracy! And May 29-31, 2008 the Conference of Microfinance Institutions will convene in Ulaanbaatar, the eleventh such annual conference.
Now Advanta, a credit card issuer to small…

Cause Marketing Beer with BOGO, Brew One Give One

On Monday’s post I touched on the topic of telling people what your cause marketing campaign accomplished when completed. I’ve recommended this approach to clients as a way to keep open the lines of communication with customers and clients and to get extra value from the campaign.

In other words, you’ll want to hold back some of the promotion’s budget to continue to activate the effort until the very end.

But what if that really cuts across the grain in your organization? What if it’s just not in your corporate DNA to do anything but to frontload your cause marketing activation? Well, then, add the report back to the activation of your next cause marketing effort.

New Belgium Brewing of Ft. Collins, Colorado, said to be the seventh largest brewery in the United States, did just that with this ad in Sunset magazine. I found this ad in the Alden Keene Cause Marketing Database.

New Belgium donates $1 for every barrel it brews and sells. It’s a BOGO cause marketing effort, Buy One Give One. …