Groupon on Nov. 8 transformed a coat drive into a live experience for families in need in its hometown of Chicago with a Winter Wonderland charity event, part of its efforts surrounding #GivingTuesday, of which it is a founding partner. The brand invited more than 50 Chicago families to come and pick up new coats for their children through a partnership with Operation Warm. Families were met with the surprise holiday experience at meeting center Venue One.
The transformed space featured winter-themed decorations, Santa’s sleigh, family activities, cookie decorating stations, music and piles of presents fulfilling each family’s entire wish list of gifts. Groupon leveraged photos and videos from the event to promote the digital arm of the #GivingTuesday campaign on Dec. 1. The brand rewarded customers who donated $1 to Operation Warm with a $10-off coupon toward their next Groupon deal that day.
“Our involvement and yearly #GivingTuesday campaign has grown over the years, from a simple customer donation campaign to this year’s fully integrated online and offline event,” says Noelle Provencial, head of experiential marketing at Groupon. “Since Groupon is already rooted so deeply in the local community, we felt taking this campaign offline would have a larger impact on the families in need and everyone involved in planning it.”