Jeff Bridges Sleeping Tapes

Campaign: Jeff Bridges Sleeping Tapes
Company: Squarespace
Nonprofit Partner: Share Our Strength
Launch Date: February 1, 2015

Campaign:

All-in-one website publishing platform Squarespace has announced a partnership with Jeff Bridges launching during Super Bowl XLIX. The collaboration, "Jeff Bridges Sleeping Tapes", brought to life on DreamingWithJeff.com, features a unique album of relaxing sounds, guided meditations, and stories designed to lull you to sleep. The sleeping tracks are free to stream online as a 'pay what you like' release on Jeff's Squarespace site and benefit Share Our Strength's No Kid Hungry® campaign. Limited-run cassette tapes and vinyls will be available for sale on the website following the ad's debut, and 5 special limited-edition vinyls will be auctioned off separately also benefitting the charity. 100% of the retail price (excluding shipping and service fees) from each album sold goes directly to No Kid Hungry. See the teaser spot below then keep your eyes peeled in the first half of the Super Bowl for the 30-second spot.

Our Take:

We’ve been waiting with bated breath to learn which Super Bowl ads will feature a cause component and which brands do so most effectively. The Super Bowl is about being unique and unexpected; Squarespace certainly earns points for this offbeat approach. In this partnership, the inclusion of No Kid Hungry allows Squarespace to showcase their merchant account capabilities in a way that encourages consumer participation. Without the cause, that piece would either fall flat or cease to exist. And speaking of video at the Super Bowl, be sure to listen in to this week’s episode of Cause Talk Radio with See3’s Michael Hoffman to dig deeper into what works with cause and video and how it relates to Super Bowl ads.


Anthropologie Window Auction

Campaign: Anthropologie Window Auction
Company: Anthropologie
Nonprofit Partner: The Nature Conservancy
Launch Date: December 29, 2014

Campaign:

Retailer Anthropologie will be auctioning off decorative items showcased in its impressive holiday window displays at 55 locations December 29-31 to benefit the Nature Conservancy. Window displays vary from store to store around a central theme. Holiday windows, for example, all featured winter birds, but each store creates their own unique display.

Our Take:

Started as a way to be more environmentally friendly (auctioning off window display items instead of sending them to a landfill), Anthropologie’s window auctions have come to be a meaningful piece of their social responsibility strategy. Without a large charity budget, holding auction events and store opening events to benefit local charity partners has been a way to spread awareness about causes important to the company. We love this creative and resourceful execution!

Hoops Across America

Campaign: Hoops Across America
Company: DICK's Sporting Goods and Lifetime Products 
Nonprofit Partner: Various Community Organizations
Launch Date: December 2, 2014

Campaign:

The DICK'S Sporting Goods Foundation partnered with Lifetime Products to celebrate GivingTuesday and launch a #HolidayHoops campaign. During a surprise appearance by Cavaliers star Kevin Love at a Cleveland elementary school, The DICK'S Foundation began a pay-it-forward movement that will ultimately result in the donation of 100 basketball hoops. Each day in December, two participating organizations will be gifted two hoops and then have the opportunity to pay it forward and gift two hoops to another deserving organization.

Our Take:

The donation of 100 basketball hoops might typically go unnoticed or unappreciated to everyone except the immediate beneficiaries. However, this effort from DICK's and vendor Lifetime takes a simple gift and leverages the power of storytelling (in the form of a compelling video - see below) to hammer home the “Sport Matters” message at a time of year when people are most receptive to it. Using the pay-it-forward model to distribute the donation also increases the emotional connection of the recipients-turned-givers, increasing the likelihood that the gift will be shared on social channels and via word of mouth. Clean, smart and simple. Well played, DICK's!


Bullseye's Playground

Campaign: Bullseye's Playground
Company: Target
Nonprofit Partner: St. Jude 
Children’s Research Hospital 
Launch Date: December 3, 2014

Campaign:

Target has released an interactive, in-store mobile experience for the holidays. “Bullseye’s Playground” is a series of mobile games including sledding, ice fishing and snowball fights. Users can play the games on their mobile device and then unlock characters and new game levels with their mobile phone in-store. For every game played, Target will donate $1 to St. Jude Children’s Research Hospital, up to $1 million. Target partnered with Google’s Art, Copy & Code project to create this interactive experience. In four selected Target stores, guests can also try out the Google Tablet to experience a 3D version of the game.

Our Take:

Target is blazing the trail in the integration of in-store, mobile gaming and cause marketing with this cutting edge new interactive experience. Not only does this campaign showcase the future of the retail experience for consumers, integrating a sizable donation to a well-known cause further incentives participation, particularly during this season of giving. Smart, timely and innovative.


Hope.ly

Campaign: Hope.ly
Company: Bitly
Nonprofit Partner: American Red Cross
Launch Date: December 2, 2014

Campaign:

The Red Cross and Bitly have teamed up to create hope.ly—a new social tool that allows users to shorten links and help to increase donations to support the Red Cross. When content is shared using a hope.ly link, a banner appears over the content that the user shares, urging people to donate to the Red Cross. The banner reads, “Someone wonderful shared this page — to help people in need through the American Red Cross”. Launched on GivingTuesday, the promotion runs through December.

Our Take:

This unique partnership takes the oft-used web service Bitly and brilliantly transforms it into a cause-focused online billboard. While the call to action is crystal clear (donate!) and will undoubtedly drive additional online donations, it would be interesting to experiment with other calls to action (perhaps even paired with consumer incentives) to determine the most effective combination. This smart promotion may well have opened the door to future cause or brand partnerships for Bitly.