American Idol: Recieving through Giving

Fox’s brand has raised over 60 million dollars from companies and viewers to be donated to important causes in America and Africa (50/50). This was a great way to keep on building a brand that has been strong for quite some years now; and what a way to do so: through helping and giving to those in need. I wanted to bring the issue back to emphasize some of the things they did right (there are many so I’ll speak on the ones most related to marketing and business).

• Split the money 50/50 between the USA and Africa. People tend to react faster and kinder to problems that are closer to home. Not that it was a cold planned move, but it was a good idea and it definitely works.
• Get some huge celebrities on. The power of celebrities in America is a given, and they did it great. From the first Idol (Kelly Clarkson), to a true mix of tv-movie-music celebs dancing and grooving to “Staying Alive”.
• Even if its tough, they touched hearts…and how many I wonder? They ran some very touching and moving video snippets that were tough, and moving…but it worked to get people on their feet and on the phone.
• They advertised it. They had the hosts and celebrities talking about it on different shows, spots on FOX, on the internet, etc.
• Partnerships are key. Through the partnership with ONE.org they gained credibility from the followers of ONE plus they provided a community of like-minded people to join as to be even more helpful and involved in this issues.

This was a great marketing move for Fox and American Idol, but overall I think this was a great human move from a company and a brand to serve as a platform to produce some real and positive change in the world we’re living in. This is exactly what smart brand marketing is all about: growing and improving the brand by making a difference.