American Express has its Member’s Project and Pepsi has Pepsi Refresh , both of which award millions of dollars in prizes and cost perhaps two to three times as much to activate, promote and administer. But can smaller sponsors do this voter-driven democratized cause marketing in a way that is both in reach and effective? One sponsor that’s trying is Redwood Creek , a wine brand owned by Frei Bros Vineyards of Modesto, California, with its promotion called the Great Outdoors Project . The Great Outdoors Project awards a top prize of $50,000 to a nonprofit organization “to use towards specific environmental projects that aim to preserve, protect and provide access to the great American outdoors.” $90,000 more is split between nine other finalists. So figure that Redwood Creek is into this $140,000 in prizes and perhaps another $420,000, give or take to activate and administer the promotion. That’s perhaps $560,000 total. Not inexpensive, but certainly within reach for companies that do...
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