Here is a great example of an app that is originally built for a cause marketing campaign, but could have lasting power well after the campaign ends.
KRAFT Macaroni & Cheese recently released their Dinner, Not Art iPad app, which encourages kids to replace their pasta art (you know, gluing elbow macaroni to construction paper) with digital versions.
This is a fun and engaging app that includes social sharing and a competition to increase engagement, but the real hook is the charity aspect of the app. For every piece of macaroni “saved” by using it digitally, KRAFT will donate 10 pieces of macaroni to Feeding America®, who feeds those in need. Up to 100 million pieces of macaroni will be donated before this campaign closes at the end of this year.
From a digital marketing aspect, this app is a great idea. It ties in something many generations can relate to (macaroni art) into a socially responsible mobile app. Further, an app like this could either live on its own after the charitable campaign ends or could be re-purposed in other campaigns.