This summer Toyota is running a Facebook marketing campaign – “100 Cars For Good” – designed to give fans the chance to vote on which charities receive a new car. The initiative gives one car to a nonprofit everyday for 100 consecutive days, with fans choosing from five different charities each day. Anyone checking out Toyota’s Facebook page can participate – they do not have to ‘like’ the brand in order to vote – through August 16th.
The effort was created to get consumers to engage with Toyota via social media, and to participate in something meaningful to them. The campaign has been promoted by Facebook ads and online display ads. ClickZ reports that Toyota worked directly with Facebook on this initiative.
The nonprofit organizations featured have the chance to win that day’s car, and also receive pro bono Facebook credits to advertise their organizations, helping them to begin or expand their social media presence and get more ‘likes’ in the process.
How will this compare to other big brand attempts at engaging consumers with marketing for the “social good”?