There is an interesting article in Advertising Age - one of the leading publications of the industry - about the RED campaign by Bono and a group of companies.
We suggest to also read the comments on the article. There are a few interesting ones beside the normal “wood” and “heroic praises”…
“…The disproportionate ratio between the marketing outlay and the money raised is drawing concern among nonprofit watchdogs, cause-marketing experts and even executives in the ad business. It threatens to spur a backlash, not just against the Red campaign — which ambitiously set out to change the cause-marketing model by allowing partners to profit from charity — but also for the brands involved…”
Maybe people aren’t “that stupid” after all and they do realize sometimes when they are just played. Surprisingly other campaigns at the same time are getting in record results and this happens without an USD 100 Mln. “marketing” budget spent…
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