Brotherton Cadillac creates a Twitter focused campaign, Race for a Ride to raise awareness, and up to $140k for a Seattle non-profit. The idea takes donating through social media to non-profits to a whole new level, by offering one lucky tweeter a brand new car (2010 CTS). I personally was very impressed with Brotherton Cadillac for taking the pludge into the deep end of social media to use it for good. The shiny car dealership will get a lot of buzz, and awareness, while making a difference in local non-profit and those it serves. The Race for a Ride campaign website is clean, fresh and fun. Further, type in “Race for a Ride” in Google and the first result will be Brotherton’s campaign – Nice SEO.
The Race for a Ride will benefit these five Seattle area non-profits:
- Fred Hutchinson Cancer Research Center
- The Moyer Foundation
- Seattle Children’s Hospital
- Arthritis Foundation
- Special Olympics Washington
Brotherton Cadillac Goes Social
Nology Media had been providing social media services to Brotherton Cadillac for a number of months. Brad Brotherton of Brotherton Cadillac had been pushing the Nology Media team to come up with ways for auto dealers to use social tools. We wanted to develop a campaign that would highlight Brotherton Cadillac’s community involvement and philanthropic focus – with a big return for one lucky participant. The contest took four weeks to develop from inception to launch – that included on-boarding all five charities, sponsors, legal approval and website design and development.
The Idea for Race for a Ride
The idea originated from a charity golf tournament over the summer. On one of the golf holes, Brotherton Cadillac had a grand prize of a new Cadillac SUV for anyone who could make a hole in one on a difficult golf hole. This type of contest happens all the time and almost no one ever wins. We looked at the contest and asked ourselves – could we do something similar, but on Twitter? Race For A Ride was the idea we pitched to Brotherton Cadillac.
Tools For the Campaign
We’re using a number of commercial and proprietary listening and engagement platforms to manage outreach and engagement. Of course, Seattle’s own RowFeeder is the official data tracker of RaceForARide.
Brand & Campaign Values
Brad Brotherton, President of Brotherton Cadillac, devotes an incredible amount of time and resources to a number of local and national non-profits.
Not on Twitter? That’s okay
People may mail in entries on a 3″x5″ card. Entry by mail details are outlined in the Official Contest Rules page of the Race for a Ride website.
Strong Support Team
Nology Media developed the concept, campaign and contest for Brotherton Cadillac. Other sponsors of the contest include Seattle Met Magazine, Pacific Place, and RBC Wealth Management.
Tips for Running a Social Media Campaign for Non-Profits
Non-profits are asking to be educated on what’s possible through social media. Start with educating them on the power of social media first and the power of the contest second. In addition, educate them on the residual benefits of increased awareness, larger lists, etc. no matter what the outcome of the contest.
Be creative – think about what’s possible, what’s not been done before, and don’t be afraid to take risks.
Other questions about the campaign? Contact Emily Gibian at [email protected].