Cadillac Europe put its new Cadillac BLS model up for auction on eBay today, pledging to donate the highest bid to WFP and its efforts to feed more than six million hungry people in East Africa.
We can bring the auction to the attention of a large audience with the aim of realising the highest possible proceeds for a good cause
The auction of the very first Cadillac BLS in the world, also supported by interactive marketing agency Bookmark and eBay, will start at 9 pm (CET) on Friday and close 10 days later on April 2.
The opening bid for a car which will not be officially on the market until April 8, is one euro.
"We support this unique promotion wholeheartedly," said Egbert van Keulen, Head of Seller Marketing at eBay.nl.
"On various eBay sites across the world we can bring the auction to the attention of a large audience with the aim of realising the highest possible proceeds for a good cause."
WFP, the UN's frontline food aid agency, requires urgent donations to feed some 6.25 million people across Djibouti, Ethiopia, Kenya and Somalia, caught in the grip of East Africa's worst drought in four years.