Skip to main content

Must... Somehow... Work Super Bowl Advertising and Cause Marketing Into This Headline

In the moments and hours after the Super Bowl advertising executives appear like earthworms after a rainstorm to grade and critique the television ads. Never mind that very few of these experts have ever actually produced a Super Bowl ad, much less one that would pass muster with their equally critical peers!

So not one more word on the 2012 Super Bowl ads, at least from me.

Instead I want to raise the banner for a kind of cause marketing I’d like to see actually develop.

The idea was prompted by a trip to Walgreens when I purchased a paper icon benefiting the Juvenile Diabetes Research Foundation.

At the bottom of the Walgreen receipt there was a website toll-free phone number. Dial the number, answer some questions and you’re entered into a drawing for $10,000. Other companies that do this direct you to a website URL.

I don’t know what their response rate is, but the $10,000 amount suggests that it’s pretty low.

Taco Bell’s survey gives out $1,000 per week. At a regional seafood restaurant they give me a code that garners a free dessert when you complete their survey.

Finish Home Depot’s survey and you’re entered to win a $5,000 gift card good at the retailer.

As I left the store I thought, ‘they know I just bought a JDRF paper icon. Instead of offering me the chance to win $10,000, why wouldn’t they offer to donate $5 (or more!) to JDRF when I complete their survey?’

If that seems like a stretch, take a step back. Encouraging certain human behaviors in exchange for making a donation of some kind to a charity is a defining factor in most cause marketing.

My purchase of the JDRF paper icon demonstrates that I have some affinity for the Juvenile Diabetes Research Foundation. It’s not a big sweaty ordeal to write a couple of lines of code in order to change the pitch at the bottom of the receipt when I've purchased a JDRF icon. Heck they could even get JDRF’s logo on it, too.

For that matter Walgreens could even offer some sort of sliding scale whereby the sooner you call, the greater the donation, since time is of the essence in these things. It might look like this:
  • Answer the survey within 24 hours and the donation is $10.
  • Answer the survey within 48 hours and the donation is $7.
  • Answer the survey within 72 hours and the donation is $5, etc.
Maybe the only real challenge would be explaining it simply enough in 30 words or less.

Most of these surveys can also be completed online, too. That represents another chance to do some cause marketing and some marketing for JDRF.

For people who choose the JDRF donation option, when the survey ends they could be linked to the JDRF site or maybe some interim microsite that would offer thanks and reinforce their core message. The microsite could also offer subscriptions to one or more of JDRF’s e-newsletters.

I think it's worth considering.

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…

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…

KFC Concept Restaurant Gives a Nod to Cause Marketing for Local Causes

KFC, a unit of Yum Brands, is testing a new quick-serve restaurant version of the fried chicken outlet and among the changes is that its cause marketing efforts will be much more local, according to Anne Fuller, senior director of development for KFC eleven.

The KFC eleven test store is in Louisville, Kentucky, KFC’s headquarters. When it opens August 5, 2013, it will feature rice bowls, flatbreads, salads, KFC original recipe chicken among other items, plus sides. A second test location is set to open in Louisville before year’s end. The 11 in KFC eleven is a salute to the 11 herbs and spices in their original recipe chicken.

The trade-dress for the test store includes lamp lighting, digital signage with community news, and artwork from local artists.

Why step into the quick serve space? Fuller answered a reporter from QSRweb.com this way: “People love KFC but it's not a frequent choice for many guests for some reason. We wanted to create a broad and balanced menu that could mayb…