The hospital won after being named “Customers’ Favorite Charity” from online votes received on Facebook and at ShopYourWay.com. Sears also donated to the American Cancer Society, World Wildlife Fund and World Vision during the Love.Hate project which ran online from May 17 to June 28, 2012.
The unique Love.Hate cause marketing project was hosted on the social commerce site ShopYourWay.com and Sears’ Facebook page. As part of the project, Sears asked their customers to submit online product reviews of any Sears product. In exchange, each reviewer received one vote which they could cast for one of the four charities. Every two weeks a charity was eliminated from qualifying for the grand prize donation of $100,000 based on the number of votes received. St. Jude Children’s Research Hospital and the American Cancer Society were the final two charities vying for the coveted donation and, in the end, the hospital was named the winner. In all, Sears donated $148,000 to the four deserving charities.
The generous donation allows St. Jude to continue to treat children fighting cancer and other deadly diseases no matter their ability to pay for services. At St. Jude, every family receives their renowned, research-based treatments and St. Jude pays for everything. The hospital’s daily operating budget exceeds $1.5 million and treats nearly 8,000 patients each year.
ShopYourWay.com is a social shopping experience, hosted by Sears, where members have the ability earn points and receive benefits across a wide variety of physical and digital formats. It’s free to sign up and members earn 10 points for every $1 they spend online and in-store at Land’s End, Sears, Kmart, the great indoors and mygofer.com. You can then redeem points, earn prizes, socialize with other shoppers online and access exclusive VIP offers.
Check out this video for a quick recap on how SHOP YOUR WAY works.