A&W's Campaign on Snapchat Brings Attention to 'Burgers to Beat MS'
Laura McQuarrie — September 2, 2016 — Social Good
References: aw & marketingmag
In partnership with the Multiple Sclerosis Society of Canada, A&W launched a unique campaign on Snapchat to highlight 'Burgers to Beat MS.'
With Burgers to Beat MS, on one day in August, the burger chain donates a dollar from every Teen Burger sold to Multiple Sclerosis research. The brand spotlighted this charitable initiative with branded burger-themed geofilters that Snapchat users could apply to photos and videos sent on the ephemeral sharing platform.
For the eighth year in a row, A&W Canada and the Multiple Sclerosis Society of Canada have teamed up to raise awareness and funds for MS research. With the use of Snapchat to bring even more awareness to this annual campaign, a record-breaking $1.75 million was raised.
With Burgers to Beat MS, on one day in August, the burger chain donates a dollar from every Teen Burger sold to Multiple Sclerosis research. The brand spotlighted this charitable initiative with branded burger-themed geofilters that Snapchat users could apply to photos and videos sent on the ephemeral sharing platform.
For the eighth year in a row, A&W Canada and the Multiple Sclerosis Society of Canada have teamed up to raise awareness and funds for MS research. With the use of Snapchat to bring even more awareness to this annual campaign, a record-breaking $1.75 million was raised.
Trend Themes
1. Charitable Geofilter Campaigns - Creating branded geofilters on social media platforms like Snapchat can help raise awareness and funds for charitable causes.
2. Collaborative Partnerships - Teaming up with non-profit organizations can create impactful campaigns that benefit both the brand and the cause.
3. Ephemeral Sharing Platforms for Charity - Using platforms like Snapchat to promote charitable initiatives can engage a younger audience and increase donations.
Industry Implications
1. Fast Food - Fast food chains can utilize geofilters and collaborations with charitable organizations to promote their brand while supporting important causes.
2. Non-profit - Non-profit organizations can leverage partnerships with brands and social media platforms to amplify their message and raise funds more effectively.
3. Social Media - Social media platforms can provide innovative ways for brands and non-profits to engage users and drive awareness and donations for charitable initiatives.
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