For the third year in a row, NBCUniversal helped Mazda leverage the power of their annual “Drive For Good” campaign to make the holidays truly a season for giving.

The 2016 Drive For Good contest asked viewers across the country to tell us how they’re doing good in their community for a chance to win a donation from Mazda and have their story told during NBC’s Christmas in Rockefeller Center.

The :90 spot, featuring the winner’s story, aired live during the tree lighting ceremony. The BTS was featured on Both were shared socially across NBCU properties and by Jill Flint from NBC’s The Night Shift.

The :90 won a 2017 Gold Promax for Brand Integration Promo.