• by Karl Greenberg , December 3, 2015

This is the time of year when cause marketing hits a stride, especially in the automotive world. On Wednesday evening in New York, Mazda was on hand at Rockefeller Center as sponsor of the annual lighting of the Christmas tree there.

It used the event to illuminate its own $30,000 gift to a charity called Confetti Foundation, which won the automaker’s third annual “Drive for Good” cause program, a partnership with NBC Universal. The foundation delivers a birthday-in-a-box type experience to kids who happen to be hospitalized during that day.  

Mazda touted the program, and called for nominations this fall, with advertising featuring actress Minnie Driver, running across NBCUniversal’s broadcast, cable and digital networks.

Toyota has for several years tacked a cause-marketing component to its year-end “Toyotathon” sales event. This year is no different, except that it is. While, in the past, Toyota has done things like “Give a Click for Charity,” and “Prius Toy Drive,” this year the focus is on Instagram, and selfies. The #Selflessie campaign encourages users to post a “selfless selfie” on #GivingTuesday. Continuing through Jan. 4, every photo hashtagged on Instagram with #Selflessie will trigger a $50 donation from Toyota to Boys & Girls Clubs of America (BGCA), up to $250,000.

To help out, Toyota tapped Kelly Rowland, Debby Ryan and Paul Wesley. Jack Hollis, group VP of marketing at Toyota Motor Sales said, in a statement, “We continuously seek new and exciting ways to transform ideas into action while bringing the ‘Toyota Way’ principles -- Respect for People and Continuous Improvement -- to life.

Toyota Financial Services President & CEO, Mike Groff, serves on the Board of Trustees for Boys & Girls Clubs of America, and Toyota has given a new Corolla to the National Youth of the Year winner since 2010.