Skip to main content

More Cause Marketing Mashedup With Games in 2012

One trend I expect to see more of in 2012 is the mashup of cause marketing and video/computer games.

Certainly the market is huge.

The Entertainment Software Association reports that 72 percent of American households play computer/video games. And it’s not just teens and preteens. The average game player is age 37. And while video/computer game players are more likely to be male than female, across the board 42 percent of players are female (which is about the same gender mix as the NFL's audience).

That it’s a 60:40 male to female strikes me as a positive for some businesses and causes. Men can be a hard audience to reach, especially if you can’t afford the premiums that come with sponsoring professional sports or buying sports television airtime.
  • Cause marketing has already been successfully undertaken by Zynga, makers of Farmville and Mafia Wars on behalf of the victims of the Haiti Earthquake of 2010. In 2011, they did another relief effort on behalf the victims of the Japanese earthquake and tsunami.
  • Last year at this time Diet Coke produced a ‘Capture the Flag’ game that generated funds for the American Heart Association’s Heart Truth effort.
  • GamesThatGive.net allows you to play common video games like Solitaire, Sudoku, and Blackjack for free, while making a sliver of a donation to one of a number of nonprofit charities.
  • General Mills fruit snacks brands had a game that allowed you to donate a free XO laptop computer to school children in Africa based on performance in a game associated with the promotion.
Those examples notwithstanding, there’s a lot of room for growth and innovation here folks.

Contact me if you need some help figuring out how to make video/computer games and causes work well together.

Comments

Popular posts from this blog

Three Ways to Be Charitable

I’ve spent a big chunk of my career working with or for charities. Many of my dearest and ablest friends are in the charity ‘space.’ And the creativity and problem-solving coming out of the nonprofit sector has never been greater.  Although I’ve had numerous nonprofit clients over the last decade or so, I haven’t worked in a charity for about 12 years now, which gives me a certain distance. Distance lends perspective and consequently, I get a lot of people asking me which charities I recommend for donations of money or time. My usual answer is, “it depends.” “On what?” they respond. “On what you want from your charitable activities,” I reply. It sounds like a weaselly consultant kind of an answer, but bear with me for a moment. The English word charity comes from the Latin word caritas and means “from the heart,” implying a voluntary act. Caritas is the same root word for cherish. The Jews come at charity from a different direction. The Hebrew word that is usually rendered as charity is t…

Five Steps To Nurture a 30-Year Cause Marketing Relationship

Last Monday, July 22, 2013, March of Dimes released the annual results of its campaign with Kmart... now in its thirtieth year... and thereby begged the question, what does it takes to have a multi-decade cause marketing relationship between a cause and a sponsor?

In the most recent year, Kmart,the discount retailer, donated $7.4 million to the March of Dimes, bringing the 30-year total to nearly $114 million. March of Dimes works to improve the health of mothers and babies.

Too many cause marketing relationships, in my estimation, resemble speed-dating more than long-term marriage. There can be good reasons for short-term cause marketing relationships. But most causes and sponsors benefit more from long-term marriages than short-term hookups, the main benefit being continuity. Cause marketing trades on the trust that people, usually consumers, put in the cause and the sponsor. The longer the relationship lasts the more trust is evidenced.

There's also a sponsor finding cost that…

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…