Company: PayPal
PR agency: Access Communications
Campaign: Regift the Fruitcake
Duration: November 30 to December 31, 2009
PayPal hosted an end-of- the-year giving campaign, an extension of a 2008 program, encouraging consumers to donate online and spread the news virally by "regifting" a virtual fruitcake. Twenty-five charities took part, compared to six in 2008, as did a host of celebrities, including Lisa Rinna and Ryan Seacrest.
Strategy
In its first year, the "Regift the Fruitcake" team tried ...