Cause Marketing

Within the next few weeks you can count on seeing a lot of pink merchandise; garden shears, NFL Player’s shoes, cupcakes and more. But before you go pink golfer Phil Mickelson and his sponsors want you to think blue first. When you buy Mickelson’s blue cap for $29.95 from KPMG’s Phil Mickelson website, $7.50 will go to First Book, the children’s literacy charity, with a guaranteed donation of $50,000. The hat is the same one Mickelson is wearing on the PGA Tour this year. It features KPMG’s logo on the front and Calloway’s logo on the back, two of ‘Lefty’s’ major sponsors. The ad at the left was in Fortune magazine early this year and comes from the Alden Keene Cause Marketing Database. The $7.50 figure is in the fine print on the website . KPMG promotes the purchase of the hat as bringing First Book three books. To promote the campaign in the social media, when you Tweet a picture of the hat using the hashtag #PhilsBlueHat, you’re entered to win a VIP trip to Mickelson’s home ...