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N E X T

A Win-Win Scenario

November 14, 2008  

A post at the Responsible Marketing Blog highlights some companies that aligned marketing campaigns with the recent election. "With estimates of turnout exceeding 130 million people," it says, "Election Day promotions make sense." The roundup includes:

  • A one-minute video from Starbucks yearns for a country in which 100 percent of eligible voters cast their ballots, and we care enough to make a difference year-round, not just on election day. The Seattle-based company offers to reward those who participate in the November 4 election with a free cup of coffee if customers say they voted.
  • Krispy Kreme, meanwhile, has an offer for November 4 called Hot Vote Now. Customers with an "I Voted" sticker receive a free star-shaped doughnut with sprinkles of red, white and blue.
  • And then there's Ben & Jerry's, which used the headline "Democracy Never Tasted So Sweet!" to advertise a free scoop of ice cream between the hours of 5:00 PM and 8:00 PM on November 4.

"The voters win," say the sagacious people at Responsible Marketing, "because they are exercising their rights and getting free stuff. The marketers win because they are gaining the benefit of unprecedented election buzz while aligning themselves with an activity that's both responsible and patriotic."

Your Marketing Inspiration: Though it will be four long years before the next presidential election, it never hurts to look for similar win-win marketing opportunities.

More Inspiration:
Mack Collier: People Want to Connect with People ... Not Companies
Paul Barsch: Social Network Analysis: Hype or Help?
Peter Kim: 2009

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