Cheesecake Factory Tour Aims to 'Drive Out Hunger' - Event Marketer

Cheesecake Factory Tour Aims to ‘Drive Out Hunger’

DB_Silver_Cheesecake Factory_2010 Ex
Brand: THE CHEESECAKE FACTORY
Agency: STAGE ACTIVE BRAND MARKETING
Awards: EX AWARDS — BEST ACTIVATION OF A CAUSE SPONSORSHIP/COMMUNITY TIE-IN
Year: 2010

To get food to families during these tough economic times, the Cheesecake Factory and Feeding America, a national domestic hunger-relief charity, took to the road on the Drive Out Hunger tour. The 30-city tour kicked off in September during Hunger Action Month with an event at the Cheesecake Factory headquarters with a special appearance by actor David Arquette, Feeding America’s Entertainment Council chairman.

A microsite, thecheesecakefactory.com/share, where consumers could upload their photos, extended the reach beyond tour stops. The pictures became part of a large mosaic as a reminder that everyone is part of the “big picture” in the fight against hunger. The microsite also included videos and donation tallies. A Twitter feed and Facebook page with daily updates and photo/video uploads from tour managers, event visitors and Cheesecake Factory diners also helped spread the word.

The tour visited 30 cities in 30 days. As it came to a close, all Cheesecake Factory restaurants nationwide invited guests to support their local food bank with its You Dine, We Donate event. The program generated more than 641 million media impressions.

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