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April 30, 2007

4 Hours Volunteering = 1 Free Concert

Posted by Shawn Stewart | Filed under: Cause Marketing

Boost Mobile RockCorpsRiding the bus from the train station to my office (yes, there is public transit in Los Angeles--and yes, some people actually use it) I spotted a poster that caught my eye. The poster read, "4 Hours 1 Ticket, Boost Mobile RockCorps." When I got into the office I went to the web site and was excited by what I found.

Boost Mobile has put together a literal movement through a cause marketing initiative, that organizes hundreds and soon to be thousands of largely young adults (which by the way, is their business's target market) in order to partner with local non-profits that are serving in their communities. In exchange for signing up and serving for four hours, each person gets one ticket to a major concert with huge headline performers. You can't get into this concert unless you've been one of the volunteers on the street sweating and getting dirty.

Obviously the humanitarian implications for this thing are huge and really exciting. But perhaps the less obvious point is how brilliant this is from a business standpoint. Boost Mobile's customers are media-hungry, music-loving young adults who are hungry to do something more with their lives, to experience more than what they get over their mobile phones. Thus a brilliant cause marketing initiative is born.

This isn't just a cause marketing campaign, this is a brand strategy which infuses cause marketing. It's a look at the future, and it's coming to a neighborhood near you.


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Comments

I joined the BMRC back in 04, but I did my first mission last year. It was a great experiance, and I loved the Hawthorne heights concert that I EARNED.

Posted by: Courtney at August 24, 2007 8:31 PM