Energizer's interactive charity is more than just good P.R.

Pretty much all charity initiatives from major corporations are self-serving, with the ulterior motive of gaining positive PR exposure. According to Marketing Mag, Energizer has taken this idea one step further, by creating an online initiative that allows users to enter contests to win Hasbro toys, while having toys donated to Ronald MacDonald Charities at the same time.
Essentially, users can log into the Energizer website and enter for a chance to win a Hasbro toy. For each toy won, a toy is sent to the charity. By the time the contest closes, Energizer will have given away $50,000 in toys.
This initiative allows Energizer to increase their public exposure, combining their charity giveaway with a contest promotion. This way they can drive traffic to their website through the contest and have positive PR resulting from the charity donations.
This is significant to the client because it is an example of how interactive communications can be used in conjunction with other promotions to maximize exposure. It is also significant to the agency because it shows how different aspects of communication (interactive, PR) can combine to produce positive results. Finally, it is significant to me entering the workforce because it shows how creativity can be used to maximize public exposure and opinion.