Skip to main content

Nationwide Cause Marketing with Twitter

Mash up a telethon, the nationwide live showing of an earnest documentary film about three women fighting poverty in their respective countries, CARE, ONE, Fathom, and Twitter, and what do you get?

We've seen local and regional Tweet-a-Thons, but this will apparently be the first-ever nationwide sponsored Tweet-a-Thon.

From Tuesday, March 3 to Thursday March 5 when you Twitter with the phrase “#apowerfulnoise” in your Tweet, National CineMedia Fathom will make a $0.10 donation per CARE, up to 50,000 tweets, a rather modest $5,000. 

The event culminates on Thursday, March 5 with the showing of the film “A Powerful Noise” at 450 movie theaters across the United States. The film will be followed by a live panel discussion that includes the likes of Christy Turlington Burns, Nicholas Kristof, Dr Helene Gayle, Madeleine Albricht, and Natalie Portman. You can submit a question to the panel here.

The documentary was produced by Sheila Johnson, a Global Ambassador for CARE, and cofounder of BET with her former husband Robert Johnson. She has a long list of other firsts including, it’s said, bragging rights as the first black female billionaire. (Oprah was the second, but she has since surpassed Johnson). 

This is a pretty cool idea and I can imagine a lot of directions you could take starting with this approach.

But I cannot imagine a way in the world that the panel discussion doesn’t turn out to be a yawner. Either the film does its job or it doesn’t. But the addition of a panel discussion on the heals of the movie will neither mitigate a bad documentary or improve a good one.

Comments

Popular posts from this blog

Top Eight Cause-Related Marketing Campaigns of 2007

Yeah, You Read it Right. It's a Top 8 List.

More cause-related marketing campaigns are unveiled every day across the world than I review in a year at the cause-related marketing blog. And, frankly, I don’t see very many campaigns from outside North America. So I won’t pretend that my annual list of the top cause-related marketing campaigns is exhaustive.

But, like any other self-respecting blogger, I won’t let my superficial purview stop me from drawing my own tortured conclusions!

So… cue the drumroll (and the dismissive snickers)… without further ado, here is my list of the eight best cause-related marketing campaigns of 2007.

My list of the worst cause-related marketing campaigns of 2007 follows on Thursday.


Chilis and St. Jude Children’s Research Hospital
I was delighted by the scope of Chilis’ campaign for St. Jude Children’s Research Hospital. As you walked in you saw the servers adorned in black co-branded shirts. Other elements included message points on the Chilis beverage coas…

Cause-Related Marketing Meets Microfinance

Kiva.org and Advanta.com Mix it Up

You’d have had to have been in Ulaanbaatar, Mongolia the last year or so to have missed the run up of microfinance. Between 2004 and 2006 more than $4 billion of capital flowed into microfinance institutions. All told experts say the total loan microfinance loan portfolio may be as much as $12.5 billion. And of course the father of microfinance, Muhammad Yunus won the 2006 Nobel Peace Prize. Microfinance is now so respectable, so effective, (so profitable!) that it’s already enjoying its first global backlash.

Actually that first sentence is hyperbole. Because even in Ulaanbaatar… far from almost anywhere on the vast, frigid steppes of Mongolia… microfinance is thriving such that the earliest recipients of micro loans there are now complaining about taxes and government bureaucracy! And May 29-31, 2008 the Conference of Microfinance Institutions will convene in Ulaanbaatar, the eleventh such annual conference.
Now Advanta, a credit card issuer to small…

Cause Marketing Beer with BOGO, Brew One Give One

On Monday’s post I touched on the topic of telling people what your cause marketing campaign accomplished when completed. I’ve recommended this approach to clients as a way to keep open the lines of communication with customers and clients and to get extra value from the campaign.

In other words, you’ll want to hold back some of the promotion’s budget to continue to activate the effort until the very end.

But what if that really cuts across the grain in your organization? What if it’s just not in your corporate DNA to do anything but to frontload your cause marketing activation? Well, then, add the report back to the activation of your next cause marketing effort.

New Belgium Brewing of Ft. Collins, Colorado, said to be the seventh largest brewery in the United States, did just that with this ad in Sunset magazine. I found this ad in the Alden Keene Cause Marketing Database.

New Belgium donates $1 for every barrel it brews and sells. It’s a BOGO cause marketing effort, Buy One Give One. …