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Home > Blogs > The Cycle
The Cycle

Macy’s, Sears Holdings also launch cause initiatives

Posted December 22, 2008

In this week’s story on the endurance of cause marketing during this rough economic period, PRWeek mentioned Subaru and Starbucks as two corporations that have kicked off, or added to, cause campaigns since the beginning of November.

Here are a few other examples:

  • Macy’s has launched the “Believe” holiday campaign, which benefits the Make-A-Wish Foundation. The effort includes reprints of the infamous “Yes, Virginia, there is a Santa Claus” editorial, the www.macys.com/believe microsite, and in-store letter-writing stations. The department store will give up to $1 for every letter to Santa to the Make-A-Wish Foundation, up to $1 million.
  • Sears Holdings announced this month that it will give $100 in merchandise to each of the more than 30,000 registrants on its “Heroes at Home” Wish Registry, which goes to benefit members of the US Armed Forces.
  • American Eagle Outfitters and Big Brothers/Big Sisters of America teamed up to create a PSA featuring R&B star Nick Cannon. The two organizations filmed the ads, which will appear in American Eagle retail locations in mid-January, in late November.
  • Dogpile.com, a search Web site that compiles the results of other search engines, announced November 12 that it would begin donating a portion of revenues from searches to the ASPCA, with a goal of raising $1 million by the end of next year.
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Filed under: CSR, Consumer, Marketing, Web sites

Tags:American Eagle Outfitters, Big Brothers Big Sisters of America, Dogpile.com, Make-A-Wish Foundation, Sears Holdings, Starbucks, Subaru

Starbucks brews election buzz

Posted November 7, 2008

Valerie O’Neil, VP of global communications at Starbucks, told PRWeek via email that the company created brand messaging around the election following the Starbucks Leadership conference last week, where the company pledged support to such causes as community involvement.

“Joining with our US customers in celebrating the election is a logical extension of that commitment, and gave us a way to immediately support customers, who care about the same things we do and want to make a difference,” said O’Neil, who also noted the tie-in was “a popular idea” at MyStarbucksIdea.com

The company initially connected the brand with the election by advertising that anyone who voted would receive free coffee. This promotion briefly ran afoul of election laws that bars remuneration for voting, and was widened to include any customer who requested a tall brewed coffee on Election Day.

Ultimately, regardless of the brief messaging mishap, the promotion was seen as a success with “great buzz online and in the stores,” said O’Neil.

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Filed under: Branding, Consumer, Food and Beverage, Marketing, Miscellaneous, PRWeek, Politics, Public Affairs, Public Relations

Tags:Election Day, Starbucks

The Cycle

For both journalists and communicators, the news cycle never ends. At The Cycle, PRWeek’s editorial team offers commentary and viewpoints on how the latest marketing, business, political, and cultural news impact the PR industry.

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