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NYC Twestival is announciing a new social cause marketing partnership with the nation’s online food ordering service, SeamlessWeb. On September 12, New York City will host a Celebrity Bowling Tournament, in association with Brooklyn Bowl and Flavorpill to benefit non-profit charity, CampInteractive. As part of the fundraising effort, SeamlessWeb will be donating the change from every single transaction made on its platform on September 12.

The NYC Twestival and SeamlessWeb campaign is a unique example of social cause marketing. The collaboration allows for the consumer to choose the company they want to support, fits within the existing flow of the consumer transaction, creates awareness without being disruptive, integrates Twitter without asking the customer to do any additional work, utilizes the brands core strengths, drives attention to the cause while raising money passively, and benefits both the user, the cause and the brand.

SeamlessWeb is integrating NYC Twestival with Twitter by utilizing the “Tweet this” feature on site.  When a customer places an order on September 12, the automatic “Tweet this” message will include a call-out to the amount of change donated to @campinteractive.

Twestival (a global series of events held within a three-day period across the world) provides an opportunity for brands as it creates natural online buzz as members of the digital media community blog and tweet extensively around the event. Twestival has generated a tremendous amount of attention online and has been picked up by national television, radio, online, and print publications including: The New York Times and Guardian, Mashable, PBS, and CNET.