Anatomy of a Multi-Phase Cause-Related Marketing Sponsorship Last weekend, May 31 and June 1, the Children’s Miracle Network aired their 25th annual telethon, called ‘ Celebration '. Now more than ever Celebration is a sponsorship vehicle and as it happens, I caught their recognition of Carmike Cinemas , a cause-related marketing sponsorship that even today is unusually well-rounded, if I say so myself. Here were the elements back when I sold the sponsorship in 1998: During the month of May in the lead up to the telethon, Carmike would broadcast on their more than 2,500 screens a movie trailer featuring then San Francisco 49er Quarterback (and now a member of the NFL Hall of Fame) Steve Young . Steve narrated the story of a kid who was desperately sick but had gotten better at on of CMN’s affiliated hospitals. The trailer was about 70 seconds long. Carmike would post movie-style and sized posters in their frames featuring the promotion the child and Steve Young. Carmike would sell ...
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