Horrifying natural disasters, especially when they happen to people that are geographical close and/or culturally similar… have great built in affinity, a necessary element to cause marketing.
The Tōhoku earthquake and tsunami in Japan have already led to what I’ve termed “instant-on cause marketing.” What follows are two other examples of instant-on cause marketing efforts meant to benefit the people of Japan.
In New York City, NBC Universal, the New York State Restaurant Association, among others, are leading a cross-town effort to benefit Japan through the American Red Cross. The campaign ‘Dine Out for Japan Relief’ asks restaurateurs to donate 5 percent of each meal during from March 23-30 to the Red Cross.
At this writing the website listed more than 65 participating restaurants.
On the West Coast in San Rafael, California, eco e-tailer VivaTerra offered 10 percent of all online sales during a 24-hour period to the Red Cross for Japan relief. An email, seen at the left, gave advance notice of the effort to VivaTerra customers. The offer extended from midnight on Friday, March 25 to midnight on Saturday, March 26. The home page says that “over $5,000 was raised.” VivaTerra specializes in eco friendly merchandise for the home.
Are there some notable efforts I missed? Please comment below or email me directly at aldenkeene at gmail dot com.
Tip of the hat to cause marketing pioneer Jeff Atlas.
Labels: American Red Cross, Dine Out for Japan Relief, Instant-On Cause Marketing, Japan Earthquake and Tsunami, Jeff Atlas, NBC Universal, VivaTerra