In addition to my own blog posts, my goal for 501Connect readers is to provide ongoing conversations about cause marketing. I plan to do this by providing this Readings of the Week column to connect you with others writing about cause marketing.
Transparency & Authenticity Important for Cause Marketing
Groupon’s TV commercials aired during the Super Bowl became the hottest topic of last week.
Many cause marketing bloggers called it “faux cause marketing” and an embarrassment. The commentaries sparked Groupon to modify the ad’s taglines and offer a “semi-apology.” By the end of the week, Groupon pulled its ads altogether.
Here are some of the key cause marketing posts about the Groupon ads:
- Selfish Giving: Groupon’s Fumble Gives Causes Chance to Score Big. Note: this blog includes link to video of one of the Groupon ads. http://bit.ly/gR4Cui
- Paul R Jones (Alden Keene & Associates) Faux Cause Marketing Ad From Groupon Bombs on Super Bowl. http://bit.ly/hSbiyx
- Groupon CEO Defends Ads After Social Media Backlash re faux cause marketing. http://ow.ly/3SBmB
- Fast Company: Groupon's Superbowl: Social media (C)PR. http://bit.ly/eLOtpd
- Perhaps Groupon should have considered this post before responding to critiques of their ads: “What to Do When Your Cause Program Comes Under Attack?” http://bit.ly/gNs2Gz
And, here are two “non-Groupon” posts worth reading:
Change Conversations: Men overlooked for cause marketing. http://bit.ly/givzmu
Part of successfully recruiting a corporate cause partner means thinking from their side of the desk. This post from Joe Waters offers that perspective. What’s the Best Cause Marketing Program for My Business? http://bit.ly/h6h47l
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