Global restaurant chain wagamama has partnered with national youth development charity, UK Youth, for its Christmas campaign. Running throughout the month of December, wagamama wanted the campaign to raise awareness of UK Youth and its charity work across the UK as well as encourage wagamama fans to give this Christmas.
Entitled Be Different, Be Kind, the online campaign was designed and built by wagamama’s digital marketing agency, Wickedweb, and has asked individuals to nominate random acts of kindness in the run-up to Christmas via a bespoke microsite.
The site allows users to upload images and videos of their own acts of kindness to the online ‘Kindness Gallery’, which can then be shared via various social sharing sites. Users can also nominate friends or family who have performed particularly impressive acts of kindness.
For each nomination wagamama will make a donation to the UK Youth charity and will feature the top three random acts of kindness on its Facebook page every week, encouraging users to vote for their favourite act. Each week’s winner will receive £50.
The overall winning nomination will be chosen at the beginning of January and will be awarded £5,000. Visitors to the microsite are also able to donate directly to UK Youth via the wagamama fundraising page.