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Kahlua drives charity donations via mobile, social initiative

October 8, 2012

Kahlua is increasing donations for a holiday charity by using mobile bar codes that support a campaign centered around social media.

Kahlua is working with the nonprofit organization One Warm Coat on this initiative to raise money to help people in need receive coats. Kahlua has placed the QR codes on point-of-sale materials in stores where Kahlua is sold.

“As the campaign really lives online, we felt it was important to incorporate a mobile element on our packaging to help facilitate a quick and easy way for consumers to access the Share the Warmth site while they are in-store,” said Anna Battiloro, senior brand manager at Kahlua, New York.

Scan to donate
The campaign begins this month and runs through February.

Kahlua is using a Facebook app as the marketing muscle to drive “Likes” to its page and donations.

For every “Like” Kahula receives on Facebook, the brand will donate $1 towards One Warm Coat. The brand will donate up to $100,000 to the nonprofit organization.

Additionally, consumers can share the page to friends and others, learn more about One Warm Coat and find a donation center once “Liking” the page.

Mobile bar codes on the printed materials promote the campaign’s Facebook initiative. For example, some of the campaign’s copy reads, “Cocktails to warm your heart.”

Users can scan the QR code to be directed to the brand’s Facebook page. The Facebook page’s URL is also listed below the mobile bar code.

When scanned, consumers are directed to a mobile microsite that syncs with a user’s Facebook account. From there, users can “Like” the page and participate in the campaign or view Kahlua cocktail recipes.

The mobile-enabled marketing material

Social is mobile
Mobile and social media marketing are increasingly being used in conjunction with each other by brands.

With social media access increasingly taking place on mobile devices, marketers are constantly looking for campaigns that marry the two mediums, which often includes “Liking” a Facebook page.

However, the trick is to give consumers a value for “Liking” the page.

In this case, the value is giving consumers a way to quickly donate to the cause when they are more apt to act versus waiting until they are at home in front of a PC.

By making the Facebook page the main part of the Kahula campaign, the brand is able to tie its social media efforts to mobile.

Additionally, using the QR codes in-stores could be effective for triggering donations for the campaign when the cause is top of mind for consumers.

“Utilizing social media is a turn-key way – for both the brand and consumers – to share this campaign and meet our goal of raising $100,000 for One Warm Coat,” Ms. Battiloro said.

“As mobile evolves, we’re continuing to explore ways that we can leverage the platform to offer positive experiences for our consumer, and the Share the Warmth QR codes are an example of that,” she said.

Final Take
Lauren Johnson is associate reporter on Mobile Commerce Daily, New York

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