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Brands and 9/11: AOL and GSK Support Action America Day of Service

Posted by Mark J. Miller on September 11, 2012 01:31 PM

On the 10th anniversary of the Sept. 11 attacks last year, a few brands saw an opportunity to show the world that they will never forget and they’ve got good hearts so next time you want something, think of them. 

Hooters Girls smiled and informed us of their feelings. Best Buy sponsored good deeds in various cities across the land. NASCAR drivers and their fans had a moment of silence from laps 9 to 11 in Richmond, Virginia. Ten years ago, Budweiser had set a very high bar for 9/11 tie-ins. Its reverent 2002 Super Bowl commercial, which aired only once on broadcast television but has been seen more than six million times on YouTube since, certainly got the company a lot of notice at the time.

It can be risky to link your brand to a tragedy, of course. You don’t want to appear self-serving but you still want to show empathy, and for consumers to be left with the idea that what you did was a fitting tribute. And marketers hope the tribute is so fitting that consumers will remember their company’s name the next time the wallet is pulled out.Continue reading...

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