Save Matt: Philips and the American Heart Association

PR-supported cause-related marketing

It’s probably fair to say that more cause-related marketing campaigns are supported by public relations than by advertising.

This is a sophisticated audience so there’s no need to detail the differences between advertising and public relations. Suffice it to say that while PR has greater credibility, it’s challenging to get the frequency using PR alone that you can get with advertising. Advertising offers frequency, but it can certainly be expensive and it’s less credible than PR.

Illustrated is an example of PR-supported cause-related marketing undertaken by RoyalPhilips Electronics to promote products like their OnSite Heart Defibrillator at the Sundance Film Festival in Park City, Utah.

Park City is very easy to get to and has a number of charms besides natural beauty and first-rate skiing. And so the Festival draws a lot of celebrities and a fairly chi-chi crowd. As a result when you watch Entertainment Tonight or Access Hollywood or any of the other entertainment news programs chances are that during the run of Festival, it’s a lead-pipe cinch that many of those shows originate from Park City.

As a result of the celebrities, the media attention, and the crowds, Sundance has become a promotional vehicle.

And so Philips along with other companies has established a presence in Park City for length of the Festival. The $41-billion (sales) Dutch giant has a drop-in location called The Philips Simplicity Lounge, where you can ogle their wares, including their lineup of home defibrillators.

While there’s plenty of national and international press at the Festival, there’s also plenty of competition vying for their attention. In a crowded marketplace how do you stand out? Philips is using PR supported cause-related marketing.

Their campaign, called “Save Matt” brings celebrities into the Simplicity Lounge to demo their home defibrillators on a “paper mannequin training mat.” After the demo, the dressed-in-black celebs, are asked to sign Matt the mat, which will subsequently be auctioned off on eBay for the benefit of the American Heart Association. In addition, Philips will also make a donation of $20,000 to the AHA.

I saw notice of the campaign in the hometown newspaper buried on page B-7 next to the obituaries. Needless to say Philips is hoping for better press coverage than that.

To do better their best bet is to work their strategy. They need to be snapping pictures every time a celebrity signs Matt and release those photos with a caption. There’s a lot of paparazzi at the Festival who will follow the right celebrity into locations like the Simplicity Lounge. So someone on the Philips staff with a lot of personality and persistence needs to be pulling celebs into the lounge.

The defibrillators are meant as a first-response to sudden cardiac arrest (SCA). Chances are there are celebrities at the Festival whose life has been touched by SCA. They need to find those celebrities and get them to the Simplicity Lounge. For the price of a defibrillator (about $1,270 at Sam’s Club, Staples, Walgreen, etc.) they could probably get that celeb to speak about their experience at a press conference.

Chili’s and St. Jude Children’s Research Hospital

I was in Chili’s today and I ordered their “Triple-Dipper,” a three appetizer combo. While I waited for the food, I noticed another kind of combo. Chili’s is doing a full-featured cause-related marketing campaign for St. Jude Children’s Research Hospital. There was a four-sided laminated table tent outlining the campaign on the table. When the waitress brought the drinks she slapped down Chili’s trademark square paper beverage coasters and on them was a call to action for an element of the campaign called ‘Create-A-Pepper,’ a kind of paper icon campaign. The wait staff was all attired in black shirts co-branded with Chili’s and St. Jude. The Create-A-Pepper paper icon could be found in a stack behind the hostess area. The Peppers are outlines of Chili’s iconic logo meant to be colored. I paid $1 for mine, but they would have taken $5, $10, or more. The crayons, too, were co-branded with the ‘Create-A-Pepper’ and St. Jude’s logos. There’s also creatapepper.com, a microsite, but again wi...

Part 2: How Chili's Used Cause-Related Marketing to Raise $8.2 million for St. Jude

[Bloggers Note: In this second half of this post I discuss the nuts and bolts of how Chili's motivates support from its employees and managers and how St. Jude 'activates' support from Chili's. Read the first half here.] How does St. Jude motivate support from Chili’s front line employees and management alike? They call it ‘activation’ and they do so by the following: They share stories of St. Jude patients who were sick and got better thanks to the services they received at the hospital. Two stories in particular are personal for Chili’s staff. A Chili’s bartender in El Dorado Hills, California named Jeff Eagles has a younger brother who was treated at St. Jude. In both 2005 and 2006 Eagles was the campaign’s biggest individual fundraiser. John Griffin, a manager at the Chili’s in Conway, Arkansas had an infant daughter who was treated for retinoblastoma at St. Jude. They drew on the support Doug Brooks… the president and CEO of Brinker International, Chili’s parent co...

A Clever Cause Marketing Campaign from Snickers and Feeding America

Back in August I bought this cause-marketed Snickers bar during my fourth trip of the day to Home Depot. (Is it even possible to do home repairs and take care of all your needs with just one trip to Home Depot / Lowes ?) Here’s how it works: Snickers is donating the cost of 2.5 million meals to Feeding America, the nation’s leading hunger-relief charity. On the inside of the wrapper is a code. Text that code to 45495… or enter it at snickers.com… and Snickers will donate the cost of one meal to Feeding America, up to one million additional meals. The Feeding America website says that each dollar you donate provides seven meals. So Snickers donation might be something like $500,000. But I like that Snickers quantified its donations in terms of meals made available, rather than dollars. That’s much more concrete. It doesn’t hurt that 3.5 million is a much bigger number than $500,000. I also like the way they structured the donation. By guaranteeing 2.5 million meals, the risk of a poor...

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