Campaign: Environmental Pursuit
Nonprofit Partner: User-Selected
Launch Date: April 2, 2012
Rail transportation company CSX has launched a month long Facebook cause marketing contest for fans to test their "Green IQ" during Earth Month. Contest participants will be eligible to win a variety of eco-friendly prizes each week during the contest's duration. Three grand prize winners will each receive $1,000 furnished by CSX, and CSX will contribute $1,000 to one charitable organization selected by each of the three winners.
We were curious what prompted a freight company to engage consumers in a cause messaged-focused campaign. So we asked. A company spokesperson shared that the objectives are to "increase public awareness of CSX's commitment to the environment, spark conversation amongst CSX's online fan base, and to continue to draw more engaged individuals into the online conversation…" The campaign is part of a larger initiative that includes TV and online advertising to raise awareness of the "environmental benefits of rail" and the company's efforts in the environmental realm. The company is also actively reaching out to employees about the campaign.