BroadCause Boosts Activism Via Social Media

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How much social media buzz can you build in seven days?

Ready to find out, cause-marketing platform BroadCause will begin promoting an upcoming Black Eyed Peas event on Thursday to benefit the Robin Hood Foundation and its efforts to fight poverty in New York City.

Part of Experience Project, Inc., BroadCause uses social channels to boost awareness for various causes. Featuring one cause per week, BroadCause says it can generate over 2 million impressions per day through Facebook, its Twitter-based Twitcause platform and ExperienceProject.com.

"BroadCause is about activation and engagement, and our communities are made up of people who recognize their own power to make a difference and are ready to rally," said Peter Jackson, CEO of Experience Project.

American Express recently used BroadCause to promote its Members Project, and Broadcause was able to generate nearly 5,000 retweets.

Other brand partners seeking to align themselves with various causes have included Sony, Nestlé, Paramount Pictures, American Express, Pepsi and Honda.

For its latest campaign, however, BroadCause has no participating sponsors -- nor did it seek one out, according to a company spokeswoman. "For this campaign, BroadCause teamed up with Robin Hood with the goal of helping them engage new audiences and extend the reach of their campaign with the Black Eyed Peas," she said.

For the next week, BroadCause will be giving away tickets daily, while BroadCause.com visitors who share the campaign via Facebook or Twitter will be automatically entered to win.

Privately held, Experience Project is backed by D.E. Shaw, Floodgate and Ron Conway's Angel Investors. A Silicon Valley veteran, Jackson only recently took the reins at the company.

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