The document summarizes several ways that brands have celebrated Mother's Day in the past, including: 1) Coke Zero ran a campaign in 2013 encouraging forgetful children to tweet their excuses for forgetting Mother's Day for a chance to win a painting of their mother. 2) Michaels created a photo sharing app in 2013 for creating virtual scrapbooks to share memories of mothers for a chance to win a gift card. 3) Indiegogo partnered in 2013 with an orphanage to raise money for orphans instead of buying flowers, with donors receiving gifts based on donation amount. 4) Dressbarn in 2012 had users share memories of their mothers through submissions for a chance to win

1. 8 GREAT WAYS BRANDS HAVE
CELEBRATED MOTHER’S DAY

2. Coke Zero, 2013: Mother Pieces
Forgetful sons/daughters were encouraged to tweet their best excuses for forgetting
mothers day to Coke Zero with the hashtag #motherpieces. Each tweeter was then
entered into a contest to win a painted self-portrait that would be sent to his or her mother
as a belated Mother’s Day Gift.
Source: http://www.adweek.com/news/technology/coke-zero-mothers-day-twitter-stunt-lets-forgetful-sons-hook-149381

3. Michaels provided a custom-made gallery app for users to create a “virtual scrapbook”
of significant moments shared with their mothers. The galleries could easily be shared
on Facebook and other social media platforms. Using the app entered users into a
sweepstakes to win a $300 gift card.
Michaels, 2013: Memories with Mom
Source: http://socialmediatoday.com/morgan-j-arnold/507791/best-mothers-day-facebook-campaigns-2012

4. Indiegogo, 2013: Orphans Over Orchids
Instead of buying mom flowers, Indiegogo teamed up with The Miracle Foundation to give
people the opportunity to raise money for orphans. The total goal was to raise $100,000. For
certain amounts given, the donor received gifts like an e-card, video, photo, or personal phone
call.
Source: https://www.indiegogo.com/projects/mothers-day-orphans-over-orchids#home

5. Dressbarn, 2012: (MOM)ents
Users were invited to share their favorite
memory of their mothers by submitting
texts, images, videos, or written memories.
Users then voted on their favorites, and
the top ten winners received a spa day for
two. Additionally, for every submission,
Dressbarn donated $1 (of up to $60,000)
to help underprivileged children.
Source: http://facebook.com/dressbarn

6. Redbox, 2012: Mother’s Day is For Everyone
Users were encouraged to send an e-card to their Facebook friends
with an invitation to LIKE the Redbox Facebook Page and receive a
coupon code for a free movie rental to be used on Mother’s Day.
Source: http://socialmediatoday.com/morgan-j-arnold/507791/best-mothers-day-facebook-campaigns-2012

7. eBay, 2011: Every Mom’s a Hero
Facebook and Twitter users were asked to honor their mothers by submitting a photo of their
“Superhero Mom” along with a story on the eBay Facebook page. The best story received an all-
expense-paid spa weekend for two, and an eBay shopping spree. Other prizes included 64GB iPads
and $250 gift cards. Twitter users were specifically encouraged to re-tweet submissions or thank a
“superhero mom” with the hashtag #eBayMomHeroes so they could be entered into a daily raffle to
win a $100 gift card.
Source: http://insidefmm.com/2011/04/ebay-facebook-campaign/

8. Epic Change, 2010: To Mama With Love
A custom made online platform was created for users to build a “heart space” and donate money
in their mother’s name to aid children in Tanzania. The “heart space” is a personalized profile
that is pinned on a global map for others to see. It also allows the capability of turning the “heart
space” into an e-card.
Source: http://www.ssireview.org/blog/entry/data_for_promotion_engagement_and_reporting

9. iVillage, 2010: Mommy & Me contest
iVillage partnered with the Focus Features’ film Babies for a mommy/baby
photo contest. Mothers were asked to upload photos of themselves with their
babies to be entered into a contest to win a professional makeover and a
mommy/baby photo session.

10. How is your brand
planning to celebrate
Mother’s Day this year?