Lexus marks this holiday season with its ‘December to Remember’ social media campaign in which the automaker will donate $5 to Toys for Tots for each post shared. The ‘December to Remember’ program is a part of Lexus’ CSR project called ‘Pursuit of Potential’.

Photo: a snapshot from Lexus Facebook page

Until January 3, 2012 people can help Lexus donate a maximum of $100,000 to Toys for Tots through the automaker’s Twitter and Facebook pages. Toys for Tots is an organization that collects unused toys to donate to needy children in local communities.

To participate users have to follow the instructions on the brand’s Facebook page or spread the word through Twitter by using the hashtag #lexusbigredbow.

“Since this is the first time Lexus has done a charitable drive using social media channels, the December to Remember charity component provides a meaningful way to engage with our online fans, to help children who will benefit from the donation to Toys for Tots and to allow us to reach new consumers who want to share the big red bow and make a donation through our social channels,” said Monica Peterson, digital marketing manager at Lexus, Torrance, CA.

Other brands that donate to Toys for Tots include Coca-Cola that joins the organization at Hollywood Christmas Parade; e-Bay that has launched the Give-a-Toy store; and Kohl’s that runs the ‘Love to Give, Happy to Save’ Facebook contest.

Within the ‘December to Remember’ initiative, Lexus offers seasonal lower financing on the automaker’s IS, ES, RX and CT hybrid models.