Lexus has chosen to use social media as the platform for its ‘December to Remember’ campaign this year. Through to January 3rd, the automaker will be donating $5 to the charity Toys for Tots each time one of its “big red bows” is shared on Facebook and Twitter, up to a maximum of $100,000.
Toys for Tots is an organization that collects unused toys to donate to needy children in local communities and consumers are also encouraged to donate through Lexus’ pages on the social media sites. On Facebook, consumers can learn additional details about the campaign, find a local dealer and watch campaign videos. Clicking the ‘Share a bow’ button places a post on their wall with information about Lexus’ donation. On Twitter, people can spread the word by using the hashtag #lexusbigredbow.
Lexus is also holding its annual December to Remember sales event, with offers on their vehicles including lower financing on hybrid models. Monica Peterson, digital marketing manager at Lexus, said:
Our December to Remember campaign has become one of the auto industry’s most memorable seasonal sales initiatives. This year, we wanted to find a way to engage our growing online community in a way that created meaningful action and dialogue. Toys for Tots is a remarkable charity organization and we designed this program to make it as easy as possible for Lexus enthusiasts around the world to participate.