For every person who ‘likes’ Jack on Facebook, he’ll make a nickel donation into a money jar, displayed and updated in real time on his fan page. At the conclusion of the month-long campaign, Jack will reward one lucky fan with the total amount in the jar. The grand prize will be determined by how loyal Jack’s supporters really are and the number of people they help turn into new Jack fans. Since the more users who sign up means more money in the jar, “Be a Rich Fan” encourages word of mouth to friends and family, though each will want to win the big prize for themselves.
Advertising Agency: Secret Weapon Marketing, USA