The Pudsey Ears campaign includes a site, pudseyears.co.uk, which lets users apply a pair of digital ears to an uploaded photo in exchange for a £1 donation to the charity.
The campaign, which starts this week, will integrate with Facebook and Twitter.
The BBC worked with ETV Online, the digital division of ETV Media Group, on the campaign.
Last year BBC Children In Need launched its first social media campaign to raise more funds for the charity and boost its online reach (nma 15 October 2009).
That campaign, also devised by ETV Online, centred around a range of Pudsey-based apparel and raised more than £10,000 in under two weeks.
Earlier this month ITV announced the planned launch of its first social gaming initiative for Coronation Street. The game, similar to Facebook’s FarmVille, was designed and created by ETV’s social gaming subsidiary Enteraction.
This story first appeared on newmediaage.co.uk