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Millennials Are Evolving; Are You Keeping Up?
Advertising Age
July 1, 2009

A recent campaign from the online travel community TripAdvisor used social media to ask travelers how to distribute $1 million among five travel-related nonprofit organizations. More than 1 million votes were cast via mobile phones and online, and Doctors Without Borders received the greatest contribution, of $392,000. TripAdvisor established itself as a socially responsible brand without putting the onus on consumers to donate, and as a result gained credibility as a brand that gives back.