brands with a cause
Posted by Sheila Shayon on December 18, 2013 03:21 PM
Filmmaker Casey Neistat, of viral video hits such as Nike Fuelband's "Make It Count," was approached by 20th Century Fox to create a promo for the upcoming Ben Stiller movie, The Secret Life of Walter Mitty, as part of their "Live Your Dream" global campaign promoting the film.
But Neistat had a different plan. Instead of spending the company's $25,000 budget on a trailer, Neistat asked if he too could 'live his dream' to go to the Philippines to chronicle the devastation from Typhoon Haiyan. “We were completely moved," Bettina Sherick, 20th Century Fox senior VP-international digital strategic marketing, told Ad Age. "That he would forgo making anything on the movie to truly live out his dream to help the typhoon victims, well, to risk sounding corny, it was a true Mitty Moment."
The budget provided over 10,000 meals to victims, tools to 35 of the worst hit villages, and medicine to local organizations.Continue reading...
Posted by Sheila Shayon on December 3, 2013 06:39 PM
The biggest shopping day of the year—Black Friday—has birthed a handful of shopping spinoffs, including a less than welcome Grey Thursday, Small Business Saturday, and the wildly successful Cyber Monday—and now in its second year—Giving Tuesday.
Started last year as an antidote to the holiday weekend's retail madness by New York's 92nd Street Y and the United Nations Foundation, #GivingTuesday has now gone global with organizations in Australia, Canada, Mexico and Singapore participating. More than 8,000 organizations have signed up to participate from all 50 US states—a marked increase from last year’s inaugural event that attracted over 2,500 organizations.
Some efforts from major brands include:Continue reading...
Posted by Sheila Shayon on November 22, 2013 06:42 PM
A heartwarming event triggered a win-win situation for five year-old Miles Scott and the Make-A-Wish Foundation, which earlier this week orchestrated a super hero-sized 'wish' that turned San Francisco into Gotham City and Scott into "Batkid."
Cruising the city in his Batmobile (a Lamborghini), Scott captured the hearts of millions following along on social media—even prompting a Vine video from President Obama.
Miles recently finished chemotherapy treatment for leukemia, and his wish to be a crime-fighting superhero for a day is one for the books in how to pull-off a successful social media event with a little planning, a little savvy and a little moxie.
And while Scott's wish was perhaps unique, his is just one of thousands that the foundation grants every year. So why did this particular stunt grow to such viral proportions?Continue reading...
brands with a cause
Posted by Mark J. Miller on November 5, 2013 07:15 PM
It's less than a week into November, but thousands of men across the globe are already starting to look a little scraggly. By the time the month is out, the once baby-faced male population will be donning full bears, fancy handlebar mustaches, or better yet, the Fu Manchu.
That's right: it's Movember–the global effort to raise awareness around various men's health issues. And just as brand's turned themselves pink last month for breast cancer awareness, plenty of brands are getting a little hairy to throw their support (and marketing dollars) behind the global cause.
Movember, which grew out of a conversation between two pals in an Australian pub back in 2003, and raised $147 million last year, has grown out its whiskers into a full-blow branding beard. So much so that this year, the Just For Men haircolor brand has become an official sponsor, according to the New York Times.
“Here’s to the Movember mo bros, bravely growing mustaches to change the face of men’s health,” a voice-over says at the start of the brand’s new commercial. “They’ve never let gray mess with their mo.” Revenue from the sales of one product specially packaged for the month will go to the cause.Continue reading...
brands with a cause
Posted by Sheila Shayon on October 31, 2013 01:46 PM
Amazon is betting that giving money away is a surefire way to make more money. Through their new website, AmazonSmile, the company will donate 0.5 percent of the price of eligible purchases to a charitable organization of your choice.
Customers can choose from close to one million charities ranging from St. Jude Children's Research Hospital to the American Red Cross, the Nature Conservancy and charity:water. And seemingly all of Amazon's tens of million of goods are elligible except digital items, including mp3s, video content and Kindle books. There is no max amount that Amazon will donate, either.
“The upsides here are obvious,” notes TechCrunch. “With only a fraction of a fraction of each transaction being passed along to charities, Amazon still stands to make gobs of money, especially if this program manages to lift sales volumes in any appreciable way. And you can bet that Amazon is going to play up this charitable angle over time, a move that should only endear users to the process of buying their, well, everythings from the massive e-tailer.”Continue reading...
brand of crazy
Posted by Sheila Shayon on October 30, 2013 04:41 PM
When life gives you lemons, you should make lemonade—not squirt the juice in your eyes.
But Lululemon’s latest move in its NorthPark Center, Dallas store makes one wonder if the cult-like, eccentric yoga lifestyle brand subscribes to the age-old adage, "there is no such thing as bad publicity."
Mall-goers noticed that the store adorned their front display window with a less-than-clever statement: "We do partners yoga, not partners card," referring to the annual, flagship fundraiser for The Family Place, a well-respected Dallas charity that gives support to battered women and children. A Partners Card can be purchased for $70—all of which is donated to the charity—and entitles users to a 20 percent discount at 750 partcipating area retailers through October and November—a list that does not include Lululemon.Continue reading...
brands under fire
Posted by Mark J. Miller on October 17, 2013 12:52 PM
The NFL gets pretty deep into the pink during its October Breast Cancer Awareness initiative: players, refs, cheerleaders and sideline staff wear pink accessories and equipment and fans purchase head-to-toe pink gear to help raise money for breast cancer research.
Or so they say. According to ESPN's Darren Rovell, the American Cancer Society only receives $11.25 for every $100 spent on pinked-out attire and accessories. The NFL gets $1.25 of that loot and the rest goes to the company that actually makes the merchandise ($37.50) and who sells it ($50)—which is usually the NFL or a specific team. As for the money that actually goes to the American Cancer Society, $8.01 goes to research and the rest goes to administrative costs, BusinessInsider reports.
One way or another, the money from merchandise is finding its way back into the NFL's pockets instead of going towards the fund.Continue reading...
games people play
Posted by Sheila Shayon on October 7, 2013 08:02 PM
The Global Gaming Initiative is leveraging popular mobile game genres to "make play purposeful," with its first effort turning high scores into transportation for those in need in Africa.
Sidekick Cycle provides bikes to people in underdeveloped countries through a partnership with World Bicycle Relief. Users can purchase the app in Apple's App Store for $.99 and enjoy the downhill racing game, all the while contributing to the charitable effort. For every 387 games sold, a bike is given to a disadvantaged child. So far, 157,979 bikes are in the field, changing 789,895 lives, according to Mashable.Continue reading...