Eminem teamed up with Chirpify for #GivingTuesday 2013 to help raise money for Wolverine Human Services, a Detroit based social service agency helping troubled teens. Eminem took to Twitter and encouraged his fans to instantly donate $10 to Wolverine and promised to match every dollar up to $100,000. All it took was one tweet.
The message received over 2.5k retweets resulting in over 14 million impressions.
#GivingTuesday takes place once a year, where thousands of brands partake in raising awareness and funds for small businesses or non-profit organizations. By using actiontags, Eminems campaign broke through the clutter of a trending topic and reached far more people than any of his typical posts. Several news outlets picked up on his story- extending the reach of the non-profit he supports.