Skip to main content

Regal Entertainment Reports the Results of its Cause Marketing Campaign Called 'Straw Vote'

Yesterday Regal Entertainment announced the final tally of its August Straw Vote; Boys and Girls Clubs of America garnered $97,721 and St. Jude Children’s Research Hospitals collected $65,692. Regal also split another $320,000 between the two causes.

In the promotion, which I highlighted on August 1, Regal donated $0.50 for each medium or large frozen fruit drink sold during the month. The purchase of cherry drinks supported St. Jude. The purchase of all other flavors supported Boys and Girls Club.

At the outset Regal capped the total donation to both causes at $600,000. But when all was said and done, Regal had donated $483,413 to the two causes. That suggests that Regal thought the promotion had more legs than it actually did.

Because 2013 is not an election year in the United States, it’s unlikely that Regal will repeat it next year, at least in this format. But that would be a pity, in my view.

Some things just take a while to catch on.

Actor Alan Rickman didn’t get his first movie role until he was 46. Author Joseph Conrad didn’t even speak English until adulthood. And until he published ‘Heart of Darkness’ at age 37 he was basically was a sailor, a drifter and small-time criminal. Harland Sanders didn’t open his first Kentucky Fried Chicken until he was 65. Tom Brady, the New England Patriot quarterback and a fifth round draft pick, has said that if he would have been drafted any higher, he almost certainly wouldn’t have had the time to develop or meet the expectations that come with being a high draft pick.

In other words, some things take time to achieve their full potential. Regal's straw vote may be one of those things.


I loved this concept, I do hope Regal does it again.

I think the only thing that could make it better was if Regal had collected contact information from participants and provided it to St. Jude's and Boys and Girls Club so that they could re-engage with those customers after the campaign ended. SheerID has a tool that makes that possible.

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…

Unconventional Metrics of Cause Marketing Power

The printed edition of Fortune Magazine runs a regular feature called ‘My Metric’ wherein business leaders identify informal but telling measures of current economic activity.

In the January 17, 2011 Michael Glimcher, CEO of Glimcher Realty Trust cited as his metric an increased number of black cars on the streets of New York City as a sign of the U.S. economy’s (still pending?) resurgence.

That got me thinking, what unconventional metrics evidence the power of certain cause marketing efforts?

One immediately leapt to mind, although only General Mills, which makes Yoplait yogurt in the U.S., can measure it.

The Yoplait lid at left... which I purchased in December 2010... can NOT be redeemed for a $0.10 donation to Susan G. Komen for the Cure. Instead it promotes Yoplait’s sponsorship of Komen’s Race for the Cure events, which are numerous.

But I’d bet you a six-pack of Yoplait Greek Honey Vanilla that people nonetheless still send in some number of the lids above in an attempt to redeem th…