As mentioned in a prior post, Allstate's recent Mayhem campaign featuring a commercial where the character was breaking into a house and then as part of a digital campaign, web visitors could buy the actual items from the house online (as a way to emphasize the importance of not advertising your vacation plans on social media). This campaign was a huge success for Allstate, bringing in millions of impressions. The campaign was successful because Allstate knew that people would want to go online to see if the company was actually selling products from the supposed house break-in. It caught people's attention and created an inherent sense of curiosity.
Well, Calvin College has created a campaign that introduces a similar sense of curiosity in its Sponsor-A-Square-Inch fundraising campaign. The fundraiser was focused on bringing in new donors for the annual fund by providing the opportunity to sponsor a small square of campus on an online campus map by donating just $10.
Well, Calvin College has created a campaign that introduces a similar sense of curiosity in its Sponsor-A-Square-Inch fundraising campaign. The fundraiser was focused on bringing in new donors for the annual fund by providing the opportunity to sponsor a small square of campus on an online campus map by donating just $10.
Similar to the Allstate campaign, this fundraising campaign has a teaser in it. If you see this map in an email or direct mail piece, you would want to click on the link just to see how the campaign works and to see which parts of the campus had already been sponsored. Once you are at the site, perhaps you will make a gift as well, so that you can say you "own" a part of the campus. Great job by Calvin College.
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