Campaign: Going the Distance
Company: Pinnacle Golf
Nonprofit Partner: Susan G. Komen for the Cure
Launch Date: February 27, 2012
Agency: Cone Communications
Pinnacle announced the launch of the Going the Distance Awards, a new cause marketing program celebrating individuals who are making a difference in the fight against breast cancer. Individuals can be nominated for an award by anybody who chooses to share an inspirational story about the nominee online via the company’s website. Nominations can be made through March 30, 2012 and honorees will be announced in May to coincide with Mother’s Day. The final ten honorees will have a $10,000 donation made in their name to Susan G. Komen for the Cure as well as receive a prize package from Pinnacle.
This cause marketing program, Pinnacle’s first, is built on a long-standing philanthropic partnership with Susan G. Komen for the Cure. Focusing on a story-based contest is a smart first step. The Mother’s Day timing is fitting, both from a consumer perspective and from a business perspective, as the golf season gets fully underway. We understand Pinnacle is working to activate a social media component, which will be a critical factor in the success of this campaign.