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November 29, 2006
Apple, Philanthropy, and...Bono?
So what happens when the divisions between charitable donations and for-profit opportunities start to blur? What happens when a company starts to build its brand image around the organizations it supports? What happens when Apple and Bono team up to launch a special edition of the ipod?
...You get... the Bono-pod!
In a unique example of "cause marketing," Apple teamed up with U2'sBono in October to launch the ipod nano "red," which is part of Bono's larger campaign to raise money and awareness to fight AIDS in Africa. For each ipod nano "red" that is sold Apple will donate $10 to the global fund to fight AIDS, tuberculosis, and malaria.
The idea behind "cause marketing" is to form enduring partnerships with corporations in order to create long-lasting results. However, in the past this type of philanthropic/marketing endeavor has been more prominent among clothing and food products since product margins in the electronics industry are typically low. But Apple, in its tradition as leaders of the pack, has gone ahead and done it anyway.
And it is, in my opinion, a smart, strategic decision. Not only do 8 out of 10 people say that companies who align themselves with a cause are more likely to earn their trust, but Americans are known for buying products which build their own individual images. Not to mention Bono's "swagger-cool" persona that is bound to rub off on Apple and the ipod "red." So basically, anyone who buys the ipod "red" can feel comfortable saying, "I care about the world," and "Now, I am pretty much as cool as Bono."
Launches like this keeps the brand fresh; in fact, encouraging people to buy a new or an additional ipod is a major growth opportunity for Apple. And Apple knows it, which is why, of all the places/times Apple and Bono could have launched the product, they chose "The Oprah Winfrey Show"- one of the most watched shows in America, and infamous for flashy marketing tricks, like giving cars out to everyone in the audience, or now, introducing the Bono-pod.
Check out...
and
Bono, Apple go Red for a Cause
for more information!
Posted by tawr at November 29, 2006 09:30 AM