360DigitalInfluence

A few weeks ago, Molli Sullivan told us about some of the ways consumers are gearing up for a very mobile holiday season. But what about brands? Amidst Black Friday, Cyber Monday and the next few weeks of shopping mania, many companies and organizations are doing their best to tie in cause marketing to their holiday deals. Here is a quick overview of how some brands are utilizing digital and social methods to give back this season.

1.) The Salvation Army Bell Ringers Go Mobile: The Salvation Army has evolved its traditional approach to donations this year. While you’ll still see volunteers in red vests and full of holiday cheer around town, some of them will also be equipped with special cell phones that read credit cards for mobile payments. Rather than going completely digital, Salvation Army simply incorporated a digital component of its traditional plans to cater to a changing consumer who often doesn’t carry cash.

2.) Walgreens Swaps Check-Ins for Flu Shots: Walgreens ran a campaign this season to help those in need stay healthy during the winter. For every Foursquare or Facebook Places check-in at a Walgreens, the drug store donated one flu shot voucher for those individuals who would otherwise be unable to afford a flu shot. Walgreens promised to donate up to 200,000 vouchers – valued at more than $6 million – to the American Diabetes Association, AmeriCares, Feeding America, League of United Latin American Citizens and the National Urban League this season.

3.) JCPenney Capitalizes on Black Friday Crowds: Similar to Walgreens, JCPenney utilized social media check-ins to benefit a great cause. Rather than run a weeks-long campaign, JCPenney chose to focus on the craziest shopping day of the year to count check-ins. For every Foursquare check-in at JCPenney on Black Friday, the department store donated $25 to the Salvation Army, up to $100,000. In addition to its Black Friday plans, JCPenney also encouraged its customers to support the Salvation Army’s “Adopt an Angel” program by donating $50 for every Angel adoption on Thanksgiving Day, up to $400,000.

4.) Kohl’s Asks its Fans Why They Love to Give: Kohl’s is currently running a campaign through its Facebook page asking fans to submit stories describing who or what inspires them to give. Fans will vote for their favorite stories, and winners will receive Kohl’s gift cards. More importantly, Kohl’s will be donating $500,000 to Feeding America and Toys for Tots this season.

Tis’ the season to give back, so feel free to leave comments and discuss your favorite brand’s cause marketing campaign this year!