CBS to Launch Sponsored App ‘Viewers to Volunteers’

Wall Street Journal: CBS will announce the launch of Viewers to Volunteers, or V2V, a Toyota-sponsored hub for feel-good short videos. When viewers watch clips on V2V, they accumulate credits that can then be converted into donations for a good cause of their choosing, from the Special Olympics to the Meals on Wheels Association of America. The idea is to enable people to give to causes they care about without having to spend cash of their own. V2V is akin to a branded content experience.