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This month’s social phenomenon, the ALS challenge, shows that consumers love to get behind a cause. It’s one of the quickest ways to make a brand more appealing to new and seasoned customers.
Sometimes it’s not enough for a brand to promote itself; it needs to team up with a cause or concept larger than itself to communicate its values and appeal to a broader set of customers.
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Marriott International‘s #LoveTravels campaigns began by featuring same-sex couples in an effort to open the hotel brand’s arms to that particular customer segment. The hotel group is now broadening the campaign to include the passions that drive people to travel. Tim Howard, U.S. soccer player, talks about how his drive to win takes him around the country and the world in the first video from this iteration of the campaign.
Virgin Atlantic teams up with Nike for a late summer campaign that awards marathon trainees with actual airline miles for every physical mile run during training. The campaign comes at a time when many athletes are training for fall events and tying the Virgin brand to such a healthy pursuit is a smart move for opening itself up to new customers.
Walt Disney World Resorts appeals to grandparents in its latest ad showing grandchildren sharing memories, and acting like kids, with their family members. The campaign, called the Grand Adventure, encourages viewers to take action, both for themselves and the sake of their family.