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There are many messages out there telling you to click for a prize. They’re digital Ed McMahon’s. You don’t believe them, and you wouldn’t share them with friends. Here’s an e-mail that’s different:
Dear all:
In honor of World AIDS Day, Bristol-Myers will donate one dollar to the National AIDS Fund for every person who clicks the link below and moves the match to light the candle. There is no cost to you in doing this, other than the brief amount of time it takes.
I hope you will take a moment to light one, and pass the word on.
This campaign is brilliant:
- they are involving you in a symbolic act
- active participation generates loyalty and consideration
- they are telling you a story
- and allowing you to go as deep into the story as you like
- they are making it easy to spread the word
This is how you innovate with integrity.
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