The new effort is tied into Frigidaire Kids' Cooking Academy Summer Session, which launched last week and runs through September. The program offers families the opportunity to learn about the seasonality of food and how to prepare just-picked ingredients.
For its part, Gowalla is asking its community of "Passport Holders" to share their favorite farmers market locations, memories, photos and stories with their online communities. Every time one of these users "checks in" through Gowalla to their local farmers market, Frigidaire will make a $1 donation to Save the Children's Change program, which provides access to nutritious snacks and exercise opportunities for children living in poverty in the rural U.S. Frigidaire's contribution is part of its $500,000 commitment to the program.
In addition, people can go to maketimeforchange.com to commit to eating fresh, which will also trigger a donation. They will also automatically be entered for a chance to win a Frigidaire Gallery French door refrigerator.
"The response has been really good," says Andy Ellwood, director of business development at Gowalla. "Whenever we do something along these lines, it usually takes a couple weeks before users start supporting it. But with this … there's definitely a jump at the outset, and [people are] looking forward to participate.
"The Frigidaire campaign is all about healthy eating and the farmers market," he says. "The action that we want to encourage with the campaign is to go find the fresh food that 's close by . It does not force consumers to jump through a lot of hoops to engage with the brand but to do what they would naturally do. We've been having a lot of fun with it."
"Our objective is to get people to do things that they may not otherwise do because we've created an environment that encourages them," Ellwood says. "The part about the campaign that is exciting for me is when a brand thinks about corporate responsibility, taking action about a cause they believe in and then inviting people to take that journey with them -- this is a great example of a brand doing that . We're excited that as the technology partner, we can tie it all together."