Bolt, Maximum Effort On Mission To Rescue Abandoned Carts

To raise awareness for the 70% of online shopping carts abandoned at checkout pages daily, Maximum Effort, Ryan Reynold’s company, has just produced a video campaign to run on Connected TV and social media.

Maximum Effort is working alongside Bolt, a one-click checkout tech company. They tapped Grammy-winning singer-songwriter Sarah McLahlan to narrate the ad, which streams on Bolt’s social-media channels.

The tongue-in-cheek work, geared to "rescuing" abandoned carts, is also helping animals.

Bolt has made a $50,000 donation to the ASPCA and has launched, where animal lovers can buy discounted “Rescue Cart“ merchandise. Every item is under $1.00 with the discount code “ABANDONEDCARTS.”



For each item purchased, Bolt will donate $10 to the ASPCA, up to an additional $50,000.

Bolt, an MNTN client, is working with Maximum Effort via the Creative-as-a-Subscription (CaaS) service, a new creative offering that lets brands buy media and creative together.

This is Bolt’s first push on the issue.

“Bolt is on a mission to democratize commerce, so we're proud to be leading the charge to 'rescue' online shopping carts, increasing the likelihood of shoppers completing checkout by 50%," Meg Ciarallo, vice president, brand and consumer marketing at Bolt, told MediaPost Agency Daily.

Many companies have been showing early excitement for CaaS, which debuted in December. Its most recent CaaS creative was for Peloton.

Maximum Effort Marketing, a film production company and digital marketing agency, was acquired by MNTN last year.The company name is a reference to a catchphrase from Reynolds' film “Deadpool.” The agency created spots for the “Deadpool” franchise, Aviation Gin and Mint Mobile, Reynolds’ prepaid cellphone provider.

Marketing software platform MNTN (pronounced Mountain) just raised $119 million in Series D financing. “MNTN’s mission is to bring unrivaled simplicity and performance to TV advertising,” said MNTN CEO Mark Douglas.

Next story loading loading..