These days, the worlds of charity and marketing are becoming increasingly intertwined. This was proven by the overwhelming success of the ALS ice bucket challenge last summer. A charitable campaign with a fun, performative twist can give a charitable endeavor a real boost amongst populations that might not necessarily be aware of your cause. This works on the flipside as well. As Adweek reports, some companies like Meow Mix are looking to draw people into their interactive campaigns by adding a charitable angle.
Meow Mix’s campaign, “It’s Meow Time” featured roll outs of celebrity remixes of the brands theme’s song. This included remixes by DJ Ashworth and country singer, Kellie Pickler. During the recording of Pickler’s version, mobile recording studios were set up in New York City so that members of the public could record their own version. Recordings made in the mobile studios or at home and then uploaded to the contest site, entered the participant into a contest to be flown to Hollywood.
Aside from the price and performance, Meow Mix sweetened the deal for participants by donating 100 cat meals to the Food Bank for New York City for every video submitted. Marketers have come to understand that performative or interactive participation is effective in drawing potential customers. This is enhanced further if the participation has some sort of charitable angle.
As profit organizations see the viral marketing potential of charitable partnerships, non-profits can expect to benefit from the marketing muscle that major corporations possess. This includes the attraction of celebrity endorsers. In the case of Meow Mix, their campaign included celebrity promotions in addition to charitable giving. During the New York recording event, Kellie Pickler did press for the event which drew attention not only to the promotion itself, but to the Food Bank for New York City as well. It even highlighting a service – meals for pets – that many people may not have be aware of.