Industry News | August 20, 2012

Auntie Anne's Plays Games for Cancer Research

Auntie Anne's franchise partners, crewmembers, and corporate associates are rallying behind Alex’s Lemonade Stand Foundation in an effort to fight childhood cancer with nationwide efforts that launch this month.

The company will be asking guests to “join in the fight against childhood cancer” via a mobile campaign and a paper lemon icon sale.

Through BFG Interactive, Auntie Anne’s selected SCVNGR to create a location-based social game that guests can play at stores nationwide.

Players complete pretzel-themed challenges on the SCVNGR platform and earn points to unlock physical and virtual rewards, including having Auntie Anne’s make a $2 donation to Alex’s Lemonade Stand Foundation when a player earns 12 points.

The company has set aside $40,000 for donations stemming from this mobile initiative.

Guests can also visit their local store to participate in a more traditional fundraising effort and show their support for the childhood cancer cause by purchasing a paper lemon icon for $1. As a token of appreciation, Auntie Anne’s will provide a coupon for $1 off the next purchase of any pretzel product and drink.

Each of Auntie Anne’s 850 domestic baking locations set a goal of selling 650 paper icons.

“This is an exciting time to kick off our fundraising campaign combining traditional and mobile components. As a system, Auntie Anne’s is committed to raising money for Alex’s Lemonade Stand Foundation and helping achieve Alex’s dream of finding a cure for childhood cancer,” says Heather Neary, Auntie Anne’s chief marketing officer.

The fundraising campaign starts Monday on National Lemonade Day and will continue through September, which is National Childhood Cancer Awareness Month, concluding on Saturday, October 6.

Auntie Anne’s set a systemwide goal of raising $500,000 for Alex’s Lemonade Stand Foundation during this time period.

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