Campaign: Feeding America/The Help
Company: Dreamworks Pictures 'The Help'
Nonprofit Partner: Feeding America
Launch Date: December 1, 2011
Between December 1-11
, a new cause marketing campaign from Dreamworks Pictures and distributors of 'The Help' rewards consumers for donating to Feeding America. For each dollar donated, a dollar-for-dollar match will be made up to $10,000. Donors will also receive a limited-time $5.00 off coupon toward the purchase of the film THE HELP on Blu-ray or DVD (to be released December 6th).
This campaign leverages a relevant cause message to draw attention to an otherwise sleepy DVD release. Consumer action is cleverly directed by campaign incentives - donors get rewarded for making monetary contributions over direct food donations via the donation match and DVD coupon.