MSN creates online community around social issues
MSN have partnered with WhatOnEarthIsGoingOn to create an online community for its existing user base. The community are able to access the portal to learn about and discuss social issues. Brands are also able to connect with users in this latest example of cause marketing.
Cause marketing is about brands differentiating themselves from their competitors by getting across values and actions to their customers in forum that allows them to prove their authenticity. In a market where consumers are increasingly more sceptical, but are openly passionate about causes that interest them this is a way that they can leverage change for the better from large brands.
MSN has positioned itself as an environmental supporter, notably with the sponsorship of the Live Earth concerts around the world last year. This latest move continues to solidify this environmental alignment.