Cause Marketing

Walgreens has launched a five-week campaign that has consumers buying and wearing red rubber clown noses then snapping silly selfies for a chance to attend a televised Red Nose Day fundraising event in New York City. NBC will air the three-hour special, which will take place on May 21 and feature comedians, musicians and Hollywood […]

Kraft Foods Group this January kicked off for the first time in the U.S. a community marketing program that has hockey fans vying for the title of Kraft Hockeyville. The initiative is based on a Canadian program by the same name that the brand launched nine years ago to find that country’s most passionate hockey […]

In order to build buzz around its Give a Day, Get a Disney Day program, in which volunteers who spent eight hours working in their communities receive a free day at a Disney park, the iconic family brand took to the country’s highways to “drum up” some support.

Outdoor equipment company Coleman is helping New York City Mayor Michael Bloomberg achieve his goal of planting one million new trees in New York over the next 10 years and in the process is hoping that consumers will perceive the brand as more than just equipment for campers.

“We are all about encouraging people to get outdoors ” Ann Walden director of p.r. told Buzz. “Not everybody can go camping so we’re encouraging backpacking tailgating neighborhood parties going to the park. We want our name associated with a variety of outdoor events.”
 

EVENT MARKETERS have heard all the myths. Events can’t generate the revenue needed to cover their costs. Events are just for brand building maybe product launches—output investments that don’t contribute much to the bottom line. But what if one of the toughest money making models—nonprofits—could find significant fundraising success in the form of an event program? Nonprofits base their reputation on keeping overhead percentages as low as possible so if they can find success through events who can’t?