In February 2016, the hashtag #ShareYourEars began trending on Facebook and Twitter. The posts claimed that for every photograph of a user wearing mouse ears, Disney Parks would donate $5 to the Make-A-Wish foundation.
Like many such efforts, however, the #ShareYourEars donation drive had strict parameters. The promotion involved both a date cap (29 January 2016 through 14 March 2016) and a financial one. After $1 million in #ShareYourEars donations were collected, the drive would end. At $5 per “ears selfie,” that worked out to 200,000 participants eligible for participation.
It was true that #ShareYourEars photos were encouraged as social media submissions by Disney Parks in participation with the Make-A-Wish Foundation, but was constrained by both time and a limited number of participants, dictated by the million-dollar cap.