Case Study Chapter 3

Chapter 3 CASE ASSIGNMENT: Product (RED) Can a jersey Save the World? When Oprah and Bono walked down Chicagos magnificent Mile together in the fall of 2006, it was the shopping stir up seen around the world. The famous duo attracted mobs of fans and extensive media coverage as they promoted a revolutionary new cause-marketing event called Product (RED). Bono urged hatful to buy (RED) products, explaining that a portion of the proceeds would go to The globular Fund to fight HIV/AIDS in Africa. Oprah, vesture an INSPI(RED) suspension t-shirt on her talk show that day, proclaimed, I am wearing the most important t-shirt Ive ever worn in my life! Other companies that pass the (RED) brand and created products for the charity included Apple, which sold a curb edition iPod Nano, and Motorola, which introduced a red Motorazr phone. Emporio Armani knowing a particular(a) (RED) capsule collection for London Fashion Week, and Converse designed a line of (RED) shoes to be sold at Gap stores. Oprahs shopping spree with Bono drew a reported one billion media impressions worldwide. Product (RED) set up its own Web site, www.joinred.com, and took over Myspace.com for the day to launch a page that now boasts over 600,000 friends.

RSS (Really Simple Syndication) funneled news nigh (RED) to mobile phones and blog sites, and it quickly became a hot take of discussion on message boards across the Internet. Product (RED) was the aspiration of Bono and Bobby Shriver, who designed it as a commercial initiative that could agitate the way causes are marketed in the future. They didnt want a one-time event, says Julia Cordua, VP of marketing. They want five to ten years of ongoing donations. Gap initially offered to give 100 percent of its profits to the cause, but Bono and Shriver refused to accept more than 50 percent. Shriver insists that they want companies to make gold off the campaign, explaining, We want people buying houses in the Hamptons found on this because if... If you want to get a full essay, swan it on our website: Ordercustompaper.com

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