Welcome to M+G Historical Edition, taking us back about 4 months. I had to get this in before it was too long past, because it’s a solid example of Societal Marketing. The editor of Adweek Barbara Lippert said that the use of celebrities seemed “random.” And I agree, but I forgive them a little.
Getting kids to come in to the store to drop off letters to Santa, the store gets traffic. Helping parents prove the myth of Santa to their kids, the parents win. Donating to the Make A Wish Foundation, the world’s a little better. (Perfect, strategically-chosen charity.)
The celebrities are borrowed interest, and the creative is a little puzzling, but the message is clear. The most famous department store in the country banked its Q4 on Marketing+Good. And this was one of the top 10 most loved commercials of the season.
And as always, if you see a Marketing+Good campaign out there worth talking about, let us know!
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Thursday, February 26, 2009
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