As businesses and societies develop into connected communities, social contribution activities by businesses are essential activities, not choices, and businesses regard them as strategic investment for sustainable management. As a result, corporate investment in corporate social responsibility(CSR) has continued to grow, and in 2015, the amount of social contribution spending by major Korean companies has increased by 2.2 trillion won, according to the Federation of Korean Industries (FKI). As the amount of money spent on social contribution activities of domestic businesses grows, the cause-related marketing is also expanding, as is the reason that businesses focus on marketing activities with specific causes. Cause-related marketing involves the realization of social values and purchase of products to directly affect the public's spending activities. That is, product-promoted social contribution activities that link social issues to consumer purchasing activities. Started with the 1983 American Express Company's Project to Restore the Statue of Liberty has since evolved in various forms, with major domestic companies participating. The “MINE-WATER Barcode Drop Campaign“ hosted by CJ CHEILJEDANG is a creative example of expanding sales and encouraging consumers to voluntary participation of Selective Cause-Related Marketing. CJ CHEILJEDANG achieved the expected results of this campaign, such as boosting sales and expanding consumer participation, as well as boosting awareness of products. This study reviews the overall development background and activities of the “MINE-WATER Barcode Drop Campaign“ since March 2012 and discusses the reasons why it could have been an effective campaign based on a theoretical reasons or a justification for its future.