Lexus chooses social media sharing for December to Remember campaign

LuxuryDaily notes: Toyota Corp.’s Lexus is giving back this holiday season with its December to Remember social media campaign in which the automaker will donate $5 to Toys for Tots for each post shared.

The initiative will end Jan. 3, 2012 with an opportunity for Lexus to donate a maximum of $100,000 to Toys for Tots. Consumers are also given the opportunity to donate through both the automaker’s Twitter and Facebook pages.

“Since this is the first time Lexus has done a charitable drive using social media channels, the December to Remember charity component provides a meaningful way to engage with our online fans, to help children who will benefit from the donation to Toys for Tots and to allow us to reach new consumers who want to share the big red bow and make a donation through our social channels,” said Monica Peterson, digital marketing manager at Lexus, Torrance, CA.

“Lexus has an incredibly engaging and influential digital community and this campaign allows us to tap into our social media fans to champion donations for Toys for Tots as part of our December to Remember sales event campaign,” she said. “It provides a wonderful opportunity to share holiday cheer and make this holiday season a December to Remember for children in need.”

Toys for Tots is an organization that collects unused toys to donate to needy children in local communities.

A December to Remember is part of Lexus’ overall corporate social responsibility project called Pursuit of Potential.

Remembering others
Lexus’ “big red bow” December to Remember campaign is an annual initiative by the automaker.

On Facebook, fans can make a donation by following the instructions on the brand’s page at http://www.facebook.com/lexus and clicking on the December to Remember tab.

December to Remember Facebook tab

On the page, consumers can learn additional details about the campaign and share a red bow. Doing so places a post on the person’s wall that shares the news of Lexus’ donation.

The Lexus December to Remember page on Facebook also enables consumers to find a local dealer and watch campaign videos.

Consumers can also spread the word through Twitter by using the hashtag #lexusbigredbow.

Another component of the December to Remember is Lexus’ annual sales event, which offers lower financing on the automaker’s IS, ES, RX and CT hybrid models.

“Our December to Remember campaign has become one of the auto industry’s most memorable seasonal sales initiatives,” Ms. Peterson said. “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,” she said.

CSR for CRM
Quite a few luxury brands are intertwining their corporate social responsibility with holiday campaigns.

For example, Peninsula Hotels is adding to the Enrich Your Life guest experience program with its Trees of Hope campaign in which guests can buy holiday ornaments with profits going toward the Make-A-Wish Foundation (see story).

Additionally, department store chain Barneys New York paired with musician Lady Gaga for its Christmas-themed Gaga’s Workshop, in which 25 percent of profits will be donated to the musician’s anti-bullying organization, “Born This Way” (see story).

Social media may be a viable way to share these initiatives, especially since the medium relies so heavily on sharing and word-of-mouth.

“The Lexus December to Remember sales event has always been a strong campaign for the brand,” Ms. Peterson said. “Lexus is proud to offer some of the best values of the year to new car buyers.

“The social media campaign to raise money for Toys for Tots is a nice extension of our annual campaign,” she said. “The Lexus Pursuit of Potential is a passionate pledge to better the world and, more specifically, children’s lives.

“Our philanthropy is more than just a financial donation – by partnering with charities that share our philosophy and commitment, we will make a better tomorrow.”

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