The Proud Whopper was sold at a single San Francisco Burger King restaurant, to coincide with the city’s Gay Pride Parade. The Proud Whopper generated: over one billion media impressions (worth $21 million of earned media), 7 million video views, 450,000 blog mentions, and became the number one trending topic on Facebook and Twitter.
Rather than compete on price, Canadian Tire used #ShovelItForward cause marketing to create store preference for low-involvement winter products (e.g., snow shovels, ice scrapers) which otherwise have low emotional resonance. In so doing, Canadian Tire positioned itself as “Canada’s Winter Store.”
KFC created the Wall of Hope: A 1.8 meter high, 150 meter long, steel structure consisting of 5,500 empty bellied childlike figures. Donors filled the children’s bellies with coins, demonstrating how every cent of each donation went directly to providing food for a child.
To help reduce dengue, a Sri Lankan newspaper (Mawbima) engaged in a week-long campaign to educate the public about how to reduce mosquito-borne illnesses. On the final day of National Dengue Week, Mawbima published the world’s first mosquito-repellent newspaper, by mixing its ink with citronella essence, a highly effective natural repellent.
Eye care provider OPSM created Penny the Pirate. Available as a book and an app, Penny the Pirate is the first medical tool that helps Mom’s test their children’s vision as they read them a bedtime story. Kids are getting an eye test without even realizing it.