Lexus Seeks to Make Christmas Bright Via Social Media

Annual Christmas appeal gets some help from social media followers of Lexus.

Lexus is not a name you see front and center in social media circles, particularly with Facebook and Twitter. However, the luxury automotive brand has decided to help raise money for a popular Christmas gift campaign this year, namely Toys for Tots.

U.S. Marines

The Marine Toys for Tots Foundation traces its origins to 1947 when Major Bill Hendricks, USCR and a cohort of Marine Reservists in Los Angeles collected and distributed more than 5,000 toys to needy children at Christmas. Hendricks wife, Diane, thought of the idea and the next year the U.S. Marines adopted the program and made it a nationwide initiative. Today, the campaign is managed as a separate foundation, and has been recognized as an official activity of the U. S. Marine Corps and an official mission of the Marine Corps Reserve since 1995.

Lexus, as part of its annual “December to Remember” sales event, announced last week that it will donate $5 to Toys for Tots for every big red bow shared via Facebook and Twitter. The campaign ends on January 3, 2012, with Lexus pledging a maximum donation of $100,000 for the social media fundraiser.

Facebook & Twitter

As a follower of Lexus online, you can help Lexus reach its goal well before the deadline, even before Christmas. On Facebook, fans make the donation through one simple click on the December to Remember tab at Twitter users can can make a difference by using the #lexusbigredbow hash tag. This initiative represents a first for Lexus as uses social media channels to advance a charitable drive.

Offering a statement on behalf of Lexus was Brian Smith, vice president of marketing who said, “The annual Lexus December to Remember campaign has become an iconic part of the holidays over the years. By engaging our fans and followers via social media, we’re welcoming them to join in the holiday cheer while raising funds for a meaningful cause.” I did my part by clicking on the Facebook tab and by serving up a tweet. Please join in!

Corporate Philanthropy

The social media campaign is part of The Lexus Pursuit of Potential, Lexus’ philanthropic initiative that generates up to $5 million annually for organizations that help build, shape and improve children’s lives. In 2007, a program called “Dealer Matching Funds” was started and has provided ongoing support for the Pursuit of Potential.

See Also Lexus Philanthropy