Cause Marketing

Repeat after me: cause-related marketing is not always about the money. You know what I mean. We tend to think of cause marketing as a transaction. You buy a carton of Yoplait yogurt, lick the lid, send it in and a dime goes to the Susan G Komen Breast Cancer Foundation. But cause marketing is really about incentivizing certain kinds of human behavior, and not all of it has to do with buying something. About once a quarter I see a really dynamite non-transactional cause-related marketing campaign and It’s Time to Feel Better from Cigna Corporation, the health and life insurance company, is a terrific example. It’s Time to Feel Better is an educational website with an interactive knowledge game. You reach the game by clicking on ‘Test Your Knowledge Here.’ The game is a series of questions… more than 250 in all… that tests your knowledge of health, health insurance, disease and the like. On the left side of the screen is a water spigot. As you answer the questions correctly, the water...