Just a few weeks ago the United States celebrated Thanksgiving, a holiday all about being thankful for what we have. Digitas worked with client Aflac to create a program that allowed consumers to give others something to be thankful for. The program asked individuals to put down the food, pick up their phone and “check in” for charity.

The Aflac Holiday Drive is a national and local campaign done in correlation with a partnership with Macy’s. And it had an ambitious goal: raise $1 million for the Aflac Cancer Center and Blood Disorders Service of Children’s Healthcare of Atlanta. Aflac donated $1 (up to $1 million) every time consumers did one of the following actions:

• • Check in on a leading social network for entertainment, GetGlue.com, to NBC’s coverage of the 85th Annual Macy’s Thanksgiving Day Parade.
• • Check in with Foursquare – a leading location-based social application that allows users to check in with friends about where they are – while at any Macy’s Department store between Thanksgiving Day and December 24th.
• • Post a photo on www.facebook.com/aflacduck that is related to Aflac’s promotions supporting the Aflac Cancer Center or any of Aflac’s philanthropic promotions being conducted with Macy’s.
• • Retweet a tweet from the Aflac Duck (@aflacduck) about how to join the fight against childhood cancer.

The campaign ends on December 31st, but GetGlue has already reported that 543,890 Aflac-sponsored check-ins happened on Thanksgiving Day alone. With one dollar raised per check-in, that makes more than $500,000 raised to fight cancer already!

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