Bono’s (Red) Campaign is Cross-Media Magic
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Written By Anthony Iaffaldano | October 13, 2006 | Share This
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Yesterday Oprah and Bono shared headphones for the launch of Apple’s Red Nano. As the latest brand to get on board with ‘Product (RED)‘, Apple joins Motorola, Armani, Gap, American Express and Converse in the fight against Aids. For every Red iPod purchased, Apple will donate $10 to the Global Fund to Fight AIDS, Tuberculosis and Malaria. Here in New York, the 5th Ave Apple store even got all dressed up for the event (see photos on Flickr).
Product (RED) is the brain child of Bono and Bobby Shriver (Chaiman of DATA - Debt, Aids, Trade, Africa). The (RED) manifesto spells out the project:
“As first world consumers, we have tremendous power. What we collectively choose to buy, or not to buy, can change the course of life and history on this planet…(RED) is not a charity. It is simply a business model. You buy (RED) stuff, we get the money, buy the pills and distribute them. They take the pills, stay alive, and continue to take care of their families and contribute socially and economically in their communities. If they don’t get the pills, they die. We don’t want them to die. We want to give them the pills. And we can. And you can. And it’s easy. All you have to do is upgrade your choice.”
To learn more about the Global Fund, and where Product (RED) money is going, check out their site.
Like their business model, the marketing strategy of Product (RED) is seamlessly executed. The firms behind the (RED) brand, Wolff Olins and Buzztone, have managed to roll social networking, shopping, philanthropy and celebrities all into a brilliant cross-media campaign. As the Chicago Tribune writes, ” The key to Product Red is that it’s not just a cause, it’s a brand. Combining style with an altruistic message gives immediate status to a product especially when it’s endorsed by stars.” And, speaking of stars, everyone who’s anyone seems to have joined (RED) in a free-for-all of celebrity/brand mashups. Kate Moss is on the (RED) cover of the Independent, Steven Spielberg is on the back of today’s New York Post and Chris Rock graces (RED) pages of the New Yorker. The viral success is already showing on the (RED) blog and (RED) Myspace page, which boast 36,777 visitors and 268,806 friends, respectively. Sales aren’t bad either - so far the project has raised over $10 million for the Global Fund, with sights on $500 million annually as their product line expands to higher ticket items (like cars).
One reason Product (RED) has done so well virally, is the visibility they’ve generated from a massive international cross-marketing push. They’ve hit all the major media channels, and do a great job of keeping a consistent brand throughout. I’m suprised, however, at their evidently weak search marketing efforts. They’re running paid ads for “red aids” and “bono”, but not for any of the celebrities or red products (not even “red ipod”!). Granted, they do show up fairly well in natural search results for “red” and “product red”, with their partner sites showing up in #1 spots for brand-specific terms (eg. “red ipod”, “gap red”).
Above all, however, I’m extremely impressed with the response (RED) has gotten on Myspace. Their network is currently increasing at a pace of about 12,000 new friends per hour. Thousands of teens and young adults have submitted comments to show their support, many of them sharing personal stories about their (RED) products or celebrity sightings. If nothing else, (RED) on Myspace shows just how receptive Gen-Yers are to cause marketing, and the potential of social media for non-profit organizations. (see our previous post: Social Media for Social Change)
So, kudos to everyone involved in Product (RED), this is one terrific project. As for myself, I’ve got my eye on that hot little iPod… it would match my Christmas stocking perfectly!
Topics: Media Convergence |
This is a great case study on how to “get coverage” for a cause or product. By working with high profile individuals and blitzing the media with a common theme, you can get the coverage you’re looking for. Of course, if you’re not bono yourself - its going to cost you.
Very powerful stuff - it’s great to see how this process is playing out under Bono’s leadership.
What we need is the same sort of coverage and energy for the safe drinking water and sanitation issue as well. Unsafe water kills 6000 (mostly children) each day, and most of these deaths are preventable (e.g. diarrhea).
Was this article written by one of the AD firms for the RED Project?
This campaign is just a way for the middle class to make themselves feel good without actually confronting the gross inequalities that we benefit from and contribute to. AIDS is not a hip new brand- it is a devastating disease.
I think what you guys are doing is awesome!! God Bless You!
I was there when red ribbons began symbolising AIDS Awareness, and I get the Stop (Aids) Now meaning. But guess what? This is a culturally ignorant campaign, especially for young people, and more especially for young people of Color. (How ironic since AIDS numbers and risk are high, and poorly addressed in these communities).
Gang activity exists *everywhere*. Wearing Red ID’s a young person, especially of Color, as associated with specific Gangs, (whether they actually are or not) and will get an immediate confrontation, verbal, probably violent, if seen by members who identify with rival gangs. This includes in neighborhoods, the mall, amusement parks, your local 7-11, tourist towns, traveling, etc.
Does anyone even address this? Are all young people even aware of this campaign? Certainly some are aware of/at the Gap. What do they think about this? Does anyone give a damn?
{I have not seen this display at our Gap}
There are regular confrontations and assaults over colors in my area, which is also full of Yuppies/Middle Class.
What is Bono thinking?? Or Oprah?? Hello?
Kat
Ca.
Kat,
although I understand your theory and feel that you do make a good point, it is important to recognize that not all of the items in the Red campaign are red in color, nor are they all clothing items. So it is less culturally ignorant than you make it seem. Not only that but you can support AIDS causes in other ways without having to purchase anything from the Red campaign. I give a food hamper at Christmas time to a local charity that donates it to a person living with AIDS. It is possible for us to act and think globally and locally. Perhaps you should think of finding a way to raise awareness in the community that you live in. It may not be easy but you may be able to help someone who needs it.
Hello I have a high end clothing boutique and i would like to be part of this red campaign are there any products i can sell for non profit like the gap shirts?