Viewing commercials leads to donations

The Korea Times

The Korea Times

Business

Tue, September 26, 2023 | 07:06

Companies

Viewing commercials leads to donations

Posted : 2017-11-16 21:37

Updated : 2017-11-16 21:41

SK Innovation launches a new PR campaign by linking the number of views of its commercials to the size of its donations. It plans to make donations that double the number of views by the end of November. Courtesy of SK Innovation

By Lee Hyo-sik

SK Innovation has launched a new public relations campaign by linking the number of views of its commercials to the size of its donations.

The company said Thursday it will decide how much money it will donate in accordance with how many clicks its commercials garner on YouTube, Facebook and other social media platforms.

The country's largest refiner plans to offer a donation double the number of clicks for its third commercial, introduced in September, under its corporate PR campaign of "Big Picture of INNOVATION." For instance, if the number of clicks reaches 20 million by the end of this month, the company will donate 40 million won ($36,000).

The commercial has so far earned 14.28 million views on social media, the company said.

"We decided to launch this new kind of PR campaign to raise greater interest in our commercials among consumers," an SK Innovation official said. "As a way of thanking people who view our clips, we will make donations that are double the number of views. It is meaningful that now consumers can not only watch commercials, but also take part in social contribution programs. We have expanded our territory into social media and created the forum where we work together with consumers in implementing good causes."

He then said the corporate PR campaign should be able to deliver not only its message, but also the value created during its production and implementation stages.

"Through our PR campaign, we will share SK's efforts to make fundamental changes to the way it conducts business, and its values and principles with the public," he said.

leehs@ktimes.com