Cause Marketing

Right now Clif Bar invites you to give up your car for your daily commute and ride a bike instead in a promotion called the 2Mile Challenge . When you do so, and log your bike miles online or by smartphone, Clif enters you in a drawing for a $100,000 donation to be split among three charities dedicated to bike advocacy and/or climate change. The exact donation split will be based on participation rates. In the promotion Clif maps the $100,000 donation to a goal of replacing 100,000 car trips with bike trips. The 2Mile Challenge maps to the fact that most urban car trips in the United States are less than 2 miles. If just ten percent of urban car trips were made by bike instead of car CO2 emissions would be reduced by 25.4 million tons per year in the U.S. There’s prizes for participants, game-like sub-challenges from co-sponsors like Outside magazine (seen at the left), mechanisms to invite and involve friends, a Twitter and Facebook component, and fun explanatory videos. In short, C...