Campaign: We Can Be Heroes
Company: DC Entertainment in collaboration with Warner Bros. and Time Warner divisions
Nonprofit Partners: Save the Children, International Rescue Committee and Mercy Corps
Launch Date: January 23,2012
[/box]Campaign Description:
DC Entertainment, the largest English-language publisher of comics in the world, in collaboration with Warner Bros. and Time Warner divisions, have announced a super-hero-clad cause marketing campaign to fight the hunger crisis in the Horn of Africa. To encourage consumers to make online donations, DC Entertainment will match each donation 100 percent (up to $1 million in donations). Consumers may also purchase specially branded merchandise, with 50 percent of the purchase price going to fight the hunger crisis. The three benefitting nonprofit organizations will share equally a total donation of at least $2 million over the next two years.
Our Take:
With the announcement of this campaign, we see another major media player jumping into the cause space with a super-powered splash. Via divisional advertising platforms (Warner Bros., Turner Broadcasting, Time Inc., HBO), this campaign will generate millions of consumer impressions in an attempt to raise awareness of this crisis worldwide. We love that the campaign is not only focused on awareness, it also incentivizes consumer action with a matching donation component. The feature video (shown below) is compelling, tying the brand directly to an empowered consumer. What are your thoughts on this new campaign? Share them in the comments below.
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Looking for more examples of cause marketing campaigns? You’ll find 2011 campaigns here and new 2012 campaigns here.
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