As a tie in with April’s “Earth Month”, the CEOs of two organic produce companies, Stonyfield Farm and Honest Tea teamed up for a “cooperative video contest” with two objectives: Promote the companies’ partnership for Earth Month, and generate more awareness of the benefits of organic food and beverages.
Stonyfield and Honest Tea’s video contest and video education program falls under cause-related marketing, where their shared cause is sustainability. Both companies profess in their own promotional videos that eating and drinking organic goes to the heart of sustainability. Their cooperative goal with doing social video around a contest is to build awareness, promote education, and encourage video creation and other multimedia content from users (including having users and some high-profile organic thought leaders share stories of going organic.)
Read more about Cause-Related Video Marketing.