Braid Paisley and Pepsico Launch 'Tune in to Giving'
Katherinev123 — July 19, 2012 — Marketing
Country music star Brad Paisley has teamed up with PepsiCo and retailer Dollar General to launch the 'Tune in to Giving' campaign, an initiative in support of improving education and literacy in America.
As part of 'Tune in to Giving,' PepsiCo has released specially packaged products -- Lays potato chips (10-oz. bag or larger) and 2-Liter Pepsi bottles -- that contain codes. When the code is entered at the Dollar General website, PepsiCo will donate $1 to the Dollar General Literacy Foundation, which aims to provide more people with education and English reading and writing skills.
What's more, participants who enter their packaging codes online will also get a chance to win a free music download, concert tickets to see Brad Paisley, gift vouchers to Dollar General and more.
As part of 'Tune in to Giving,' PepsiCo has released specially packaged products -- Lays potato chips (10-oz. bag or larger) and 2-Liter Pepsi bottles -- that contain codes. When the code is entered at the Dollar General website, PepsiCo will donate $1 to the Dollar General Literacy Foundation, which aims to provide more people with education and English reading and writing skills.
What's more, participants who enter their packaging codes online will also get a chance to win a free music download, concert tickets to see Brad Paisley, gift vouchers to Dollar General and more.
Trend Themes
1. Education and Literacy Initiatives - There is an opportunity for businesses to partner with educational organizations to support efforts in improving literacy and education in local communities.
2. Cause-related Marketing Collaborations - Collaborating with influential figures such as celebrities and partnering with charitable organizations can create mutually beneficial cause-related marketing campaigns that drive social impact and brand recognition.
3. Incentivized Donations and Customer Engagement - By offering incentives such as free music downloads or exclusive prizes, businesses can encourage consumer participation in charitable initiatives and boost customer engagement.
Industry Implications
1. Food and Beverage - Food and beverage companies can leverage their products to drive social impact and support educational initiatives by implementing cause-related marketing campaigns.
2. Retail - Retailers can partner with both food companies and charitable organizations to support literacy programs while also driving customer engagement through incentive-based campaigns.
3. Entertainment - The entertainment industry can collaborate with businesses and charitable initiatives to support educational causes, leveraging the popularity of celebrities and providing unique experiences as incentives for consumer participation.
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