Comments on: Crowdsourcing cause marketing: Pepsi Refresh Everything, Chase Community Giving, and more

By: Zooppa User-generated Advertising Platform

Zooppa User-generated Advertising Platform — Thu, 04 Mar 2010 22:01:57 +0000

Geoff - Great post! Glad it was retweeted today because I missed it in December.

You may be interested in the “Pause to Support a Cause” campaign the CMO Council launched to crowdsource public service announcements for their Survey for Good initiative. The surveyforgood.org site allows all non-profits to register to receive donations in return for their supporters filling out market research surveys, over time they hope to shift up to $2B in market research spending to non-profits in lieu of tchotchke.

The Zooppa community created and shared ads to promote this initiative and CMOs among other influencers judged the best psas. A release about it below.

http://www.pitchengine.com/zooppa/cmosofglobalbrandsandnon-profitsselectwinnersofcrowdsourcedpsacampaignonzooppa/49711/

By: Target’s New Facebook Superbowl / Valentine’s Day Promo : Sparxoo

Target’s New Facebook Superbowl / Valentine’s Day Promo : Sparxoo — Wed, 03 Feb 2010 14:01:37 +0000

[...] communities together in fun and creative ways. Other companies using the crowd for good include Pepsi, Chase, American Express, and even Google. Target has found a way to appeal to their customers by embracing charitable giving in a unique [...]

By: Social media marketing can put the trust back into business — Social Media Marketing UK - Brands and Social Media Blog

Sun, 31 Jan 2010 17:37:14 +0000

[...] as part of a campaign to tap into larger communities using social media tools and techniques. Geoff Northcottin his post identifies similar crowdsourcing cause marketing initiatives. So what has this [...]

By: Geoff Northcott

Geoff Northcott — Wed, 23 Dec 2009 19:45:32 +0000

Hey Dino, good to hear from you, thanks for the comment.

Josh, thanks for posting, definitely an interesting point.

After your comment I did some searching and it looks like Chase has run up against this already, apparently disqualifying a number of charities that they didn’t want their brand being associated with:
http://beth.typepad.com/beths_blog/2009/12/charities-cry-foul-on-chase-facebook-charitable-giving-contest.html

As Dino said, it’s a difficult issue that muddies the waters significantly.

By: Dino

Dino — Tue, 22 Dec 2009 13:48:47 +0000

agree with the comment here regarding the discretion of the brand to ultimately decides who gets the money. difficult issue.
great post!

By: josh kadis

josh kadis — Mon, 21 Dec 2009 22:16:55 +0000

It’s hard to argue against the social good of spending $20 million on community programs instead of a Super Bowl ad. But I worry about the effect that crowd-sourced goodvertising will have on organizations working on causes that aren’t so easy for a corporation to agree with. It worries me that the official rules for the Chase Community Giving campaign include:

“Sponsor retains the right at its sole discretion to determine eligibility and reserves the right to disqualify any Charity for any reason whatsoever.”

and

“Other Charities that are ineligible include … organizations otherwise not in alignment with Sponsor’s corporate social responsibility guidelines.”