CBA Community Seeds Project
Comms agency Imagination conceived this brilliant Facebook campaign for Commonwealth Bank. We shot films with six community organisations which were presented on the Seeds FB page. The public were able to vote for their favourite organisation and for each vote they received, the bank donated one dollar. Their vote (or seed) then appeared in their news feed. The power of the campaign mechanic was that the community organisations had a powerful incentive to mobilise their existing networks, supporters and databases to participate.
See the campaign overview here at Facebook Studio.