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Macy’s, Aflac partner for holiday donation campaign

November 29, 2011

Aflac is teaming up with check-in services to drive charity donations

Aflac and Macy’s have partnered on a holiday campaign that centers around mobile check-ins this season.

The partnership is using campaigns with GetGlue and foursquare and rewards consumers with virtual deals and the opportunity to donate to the Aflac Cancer Center and Blood Disorders Service of Children’s Healthcare of Atlanta. Aflac is working to raise up to $1 million in donations and is working with its agency of record, Digitas, on this initiative.

“For users, their mobile phone is always with them and as people interact with mediums such as television, they are using two screens to supplement the viewing experience,” said James Wisdom, second vice president of integrated marketing at Aflac, Columbus, GA.

Charity check-ins
For every consumer who checks-in at Macy’s via foursquare through Dec. 24, Aflac will donate $1 to its charity, The Aflac Cancer Center and Blood Disorders Service of Children’s Healthcare of Atlanta.

Additionally, Aflac sponsored GetGlue check-ins on Thanksgiving Day and donated $1 to the charity for every tv check-in during the day.

According to GetGlue, 543,890 Aflec-sponsored check-ins happened on Thanksgiving Day.

Users can also donate to the charity by uploading a picture of any Aflac promotion on the company’s Facebook page.

Additionally, Aflac will donate $1 when users retweet a message from the company’s Twitter handle.

Consumers can purchase a plush Aflac duck at Macy’s with all proceeds going to the charity.

Here is the Aflac and Macy’s foursquare check-in

“Because this is a campaign that’s fighting cancer, we really want to reach anyone who is potentially willing to support the cause,” said Robert Guay, senior vice president of marketing at Digitas, Boston.

“It’s a strategy that has turned people into brand champions,” he said.

“Not only does it help people spread the word about donations, but it allows them to get involved by having Aflac donate actual dollars on their behalf based on some very simple actions.”

Watch and reward
In addition to the Aflac campaign, GetGlue has helped leverage other companies’ initiatives with mobile rewards.

Most recently, GetGlue rewarded consumers who checked-in during an Entertainment Weekly promotion with a discount at Gap stores (see story).

Using mobile check-ins to drive donations is a smart move by Aflac because it can be measured easily and helps educate consumers about particular campaigns.

Additionally, mobile check-ins are an effective platform to utilize donations because they give users an incentive for using them.

“We are excited to partner with innovative brands like Aflac that are looking for new ways to capture attention and engage audiences in social environments,” said Maya Harris, director of business development at GetGlue, New York.

“Users know that when it comes to charities and causes, the more often they engage and share with their friends and family through social sharing, like checking-in, the higher the impact for that cause,” she said.

Final Take
Lauren Johnson is editorial assistant on Mobile Marketer, New York

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