Very Clever Toyota – Donate your way to more email opt-ins

by Rishi Shah on September 23, 2010

Toyota has been trying a lot of different marketing techniques.  This post is about my favorite one.
Smithsonian Magazine is sponsoring a Free Museum day.  To get your free museum tickets you have to fill out a form with your email address.  As I made my way to the bottom of the form I see two opt-ins which I immediately unchecked (see screen shot below). And then it happened… I read this:
For every person that requests more information from Toyota Avalon through this registration, Toyota will donate $1 to museum programming and educational outreach (up to $10,000).”
After reading that I felt like a total jerk and decided to opt-in to the Toyota information.
This is a great way to incentivize people to sign up to get more info about your company.  Note that it says “up to $10,000″,  so even if they get 100k subscribers they only have to donate $10k.

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