To spread the support for Hong Kong Cancer Fund’s Pink Revolution and to celebrate its 10^th anniversary, PizzaExpress commissioned a social altruism campaign to highlight its 17 October Donation Promotion, wherein all proceeds from that day were donated to the charity.

To highlight the month of caring and sharing, PizzaExpress wanted to encourage its Fans to connect with their family and friends by treating top Fans who helped spread the message of breast cancer awareness.

2 daily entrants were eligible to win $1,000 PizzaExpress cash vouchers for each day of the campaign, which ran from 23 September to 13 October, with 25 bonus winners at the end of each week.  Also, first time entrants automatically received Dough Ball vouchers!

10 was the lucky number, so at 10:10am and 10:10pm, Fans invited 10 Friends to the 10-day long campaign for the vouchers.  Participants simply “Click[ed] to Support Women with Breast Cancer” to show they cared.

The campaign was virally marketed on Facebook by automated News Feed messages on Fan Walls.  Agency eDMs also advertised the promotion.