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Purina ONE BeyOnd Million Dollar Giveaway
Cause Branding | Brand Marketing
OVERVIEW | In an effort to celebrate the upcoming launch of “Purina ONE BeyOnd,” Cone teamed with Purina on their “1Million in ONE Day” campaign which took place on December 20th, 2010. The campaign came to life when national and local celebrities, and brand ambassadors, hit the streets of New York City, Denver, New Orleans and Miami and randomly selected consumers who were then given the opportunity to choose any nonprofit organization to receive a $5,000 donation. As an added bonus, Purina ONE BeyOnd also gave $500 to each consumer to help spread goodness within his or her own family. |
PROGRAM ELEMENTS | By conducting a national survey, Purina ONE BeyOnd found that a majority of Americans believe in the power of giving to others when given the opportunity, however 59% said they just don’t have the disposable income to do so. In the spirit of the holiday season the campaign was developed off the concept of going “BeyOnd,” and demonstrated the brand’s commitment to doing more than what’s expected by donating a sizeable amount to people and pets in need. Cone leveraged third-party celebrity spokespeople to bring “star power” to the campaign and help tell the story, hiring actor Josh Lucas as the brand spokesperson. The campaign donated at least $5,000 to 33 national and local charities and Cone conducted aggressive and widespread media outreach, delivering more than 63 million media impressions and achieved 100% branded coverage. |
RESULTS | Media outreach resulted in:
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