Is your brand a force for good?

Two of my many vices are coffee and puns, so I love this idea from Maxwell House. They gave away subway passes "on the house."

Nice way to start the morning.
The url on the back is brewsomegood.com, which redirects to the Maxwell House homepage. This is where I think they’re missing a big opportunity.

Why not encourage consumers to do other good deeds or make a charitable donation?
“Brew Some Good” has the power to become a true rally cry for the brand instead of just another tagline.
AdLand pointed out they also paid fares at toll roads.