Cause Marketing

For a limited time you can dedicate a small area of the #56 NAPA car, driven by Martin Truex Jr. , to the name of someone touched by breast cancer by making a donation of as little as $5.60 to Susan G. Komen for the Cure. The goal is to raise $56,000 for Komen. Here’s how it works: When you make a donation to Susan G. Komen through a special Facebook app , the name of the person you designate will be physically placed on the #56 car in conjunction with a special pink paint scheme. In October NAPA is also selling at its stores a co-branded pink and blue racecap for $3.99. The campaign is called, “A ll Out for the Cure .” The custom-painted #56 car will race on Nov. 7 in all its pinkness at the Texas Motor Speedway at the AAA 500. In effect Komen and NAPA have developed a 200mph left-turn only icon campaign ! And in doing so they’ve skillfully avoided the inherent psychic challenge of putting a charity’s name on a racecar. Years ago, when I worked at Children’s Miracle Network, we were ...