Posted by Sheila Shayon on January 31, 2011 03:00 PM
Pepsi’s decision last year to skip the Super Bowl (for the first time in 23 years) and spend the $20 million instead on a pro-social, crowdsourced effort it dubbed the Pepsi Refresh Project was a very public display of a major brand leveraging social media and cause-wired marketing for social good.
Displaying a social media savvy previously unassociated with the brand, the initiative's first year grants, ranging from $5,000 to $250,000, were awarded to 400 winners, including helping rebuild communities that were disrupted by the BP oil spill in the Gulf. A staggering 77 million votes were cast through Facebook and Twitter, where participants used the hashtag #PepsiRefresh to participate.
While not without some controversy during its first year, the results have been impressive enough for PepsiCo to recommit funding to the effort. It will, once again, sit out the Super Bowl — except for lending Pepsi Max brand to a Crash the Super Bowl crowdsourced effort with sister brand Doritos, a partnership that has also generated a little heat from critics for some of the controversial user-generated spots.Continue reading...
Posted by Barry Silverstein on January 27, 2011 10:30 AM
In his State of the Union Address on Tuesday evening, President Barack Obama said more than a few words about the importance of education in general, and science and math education in particular, to the future of the United States.
STEM (Science, Technology, Engineering, and Math) is critically important to the success of technology companies as well, because of their ongoing need for skilled employees — so significant, in fact, that Samsung launched a program last September called Solve for Tomorrow as part of the brand's Hope for Children initiative.
Samsung is promising to award $1 million worth of its electronics, in addition to Microsoft and Adobe software, and DirecTV educational programming, to winning schools.Continue reading...
Posted by Shirley Brady on January 26, 2011 05:15 PM
Gucci signed on five years ago to UNICEF, becoming the biggest corporate donor to the UN agency's Schools for Africa program. Since then, more than 3.7 million kids in about 4,500 schools have benefited from the luxury brand's largesse.
UNICEF US president Caryl Stern details Gucci's generosity in the video above, which also features Gucci CEO Patrizio diMarco and creative director Frida Giannini talking about the strides made by the continuing partnership, which has included fundraising and awareness-raising through limited-edition products, fundraising and celebrity-studded special events.
Posted by Barry Silverstein on January 19, 2011 03:00 PM
Consider it a new phrase — and a new danger — of the digital era. "Distracted driving," which is primarily associated with texting or talking on a cell phone while driving, is getting a lot of attention these days.
Texting while driving caused over 16,000 deaths between 2002 and 2007, according to research conducted by the University of North Texas Health Science Center. The percentage of all traffic deaths caused by distracted driving rose from 11% in 1999 to 16% in 2008.
That's why brands such as Allstate are stepping up efforts to address the issue.Continue reading...
Posted by Sheila Shayon on January 18, 2011 03:00 PM
Remember the first thing you bought online – a book, CD, DVD?
The thought of larger purchases was a dim shadow then, but e-commerce has defied conventional wisdom and people now buy everything from groceries, diapers, flowers, wedding dresses, cars, houses, wine and now… prescription glasses online.
Warby Parker has sold 20,000 pairs of glasses since launch last February, including its own branded frames as well as styles by Ray-Ban, Chanel, Prada, Ralph Lauren and Gucci. For every pair of glasses sold, a pair is donated to individuals who can't afford glasses (as outlined in the video above). Talk about a social vision.Continue reading...
Posted by Shirley Brady on January 18, 2011 10:30 AM
Oxfam, the UK-based non-profit famed for raising money via charity stores that sell secondhand clothes and fair trade goods, is recasting its retail fundraising arm as a purveyor of fashionable vintage clothing in new ads that break today.
Sarah Farquhar, Oxfam's head of retail, tells Campaign: "These new ads show that fabulous looks can easily be achieved by dressing from Oxfam – with the knowledge that a vintage outfit will not only be a complete one-off, but supports sustainability and raises money to overcome poverty and suffering."
Earlier this year Oxfam launched the UK's first online vintage charity shop. Now, it's hoping to build the philanthrophic brand's appeal to fashionistas by telling the story behind vintage clothing from the 1940's (above) and, after the jump, the 50's and 60's.Continue reading...
Posted by Shirley Brady on January 17, 2011 09:30 AM
With today being MLK Day in the U.S., it's also the 25th anniversary of the King Legacy of Service. This year's PSA campaign highlights that it's "a day on," not "a day off" for Americans, who are encouraged to use the day to serve their communities.Continue reading...
Posted by Shirley Brady on January 13, 2011 04:00 PM
Panera Bread Co. will open its third "pay what you want" cafe on Monday, marking its third such endeavor — and test of the public's integrity. Panera Cares is billed as a community cafe concept, and a non-profit arm of the US restaurant chain. Its new cafe in Portland, Oregon, follows launches last year in Clayton, Missouri, and Dearborn, Michigan.
"In some ways it is a test for humanity," Panera founder Ron Shaich tells AP. "Will people step up and help each other or will they take advantage?" So far, yes. About 20% of visitors to the first two locations leave more than the suggested amount, 20% leave less and 60% pay the suggested amount.Continue reading...