Budweiser created a campaign this summer in cooperation with the Folds of Honor Foundation to honour the sacrifices of the fallen and support their families through scholarships and other opportunities. Budweiser is dedicating the 2011 baseball season to recognizing their sacrifices with the "Here's to the Heroes" program. For every home run hit during the year's major league baseball season, Budweiser will donate $100 to Folds of Honor. Their goal was raising $2 million dollars through all home runs and cases of Budweiser cans sold (Budweiser is donating $0.05 for each case of beer sold). Budweiser has chosen to send out the message about Folds of Honor through creating a custom Facebook page with a total of how many home runs have been hit this year, and how much Budweiser has donated to the foundation. The partnership between FHF and Budweiser has significantly expanded the mission of FHF to help these important military families. Combining one of the most popular American brands with the most American of sports for a devoted cause has led the campaign to great success. Budweiser is not making a good copy out of a tragedy, but they are putting the power of social media to great use and creating a memorable campaign in the end. This is just one of the examples of brands turning to social media to engage a social media audience for support.
 |
| Home run tally from Facebook page |
No comments:
Post a Comment