So the folks over at SHIFT Communications and Tyson are on to something here...
The gist of the campaign is this: leave a comment on their blog, and Tyson will donate food to the Greater Boston Food Bank... and this was launched in partnership with Boston's Social Media Breakfast.
Remarkable campaign. Launched at a social influencer event, with a strong local geo component and an incredibly simple and interactive call-to-action.
Now where will they go from here? They are generating hundreds of interactions and dozens of conversations on twitter and across the web. How will they translate this into a lower funnel play? Will this go any deeper than upper funnel branding?
Sure, this will generate good will, but how will they translate this goodwill into action?
And with a small spike in buzz, is there ROI here? Is this a trend brands will embrace in today's tough economic times?
What would you do?