Cause Marketing

From November 26, 2010 through December 25, 2010 when Southwest Airline passengers check in at the Airport using Facebook Places and their web-enabled device, Southwest will donate $1 to the Make-A-Wish Foundation, up to $300,000. That’s pretty straightforward. And yet the webpage that describes the how-to of the promotion requires the three graphics at the left to walk you through it. The first graphic explains that you must open Facebook Places with your mobile device and click “Check In.” There’s a little more to the second graphic: “Select the Place where you are from the Nearby Places list,” it says. “If you don’t see the Place name, type the name of the Place where you are into the ‘Search Nearby Places’ box.” “You can also toggle the left-right arrows on the right of the search box to display lists of other Nearby Places.” The third explanatory graphic is probably the raison d’etre of this promotion: “Write an optional description of what you are doing at the Place where you a...