Like their business model, the marketing strategy of Product (RED) is seamlessly executed. The firms behind the (RED) brand, Wolff Olins and Buzztone, have managed to roll social networking, shopping, philanthropy and celebrities all into a brilliant cross-media campaign. As the Chicago Tribune writes, ” The key to Product Red is that it’s not just a cause, it’s a brand. Combining style with an altruistic message gives immediate status to a product especially when it’s endorsed by stars.” And, speaking of stars, everyone who’s anyone seems to have joined (RED) in a free-for-all of celebrity/brand mashups. Kate Moss is on the (RED) cover of the Independent, Steven Spielberg is on the back of today’s New York Post and Chris Rock graces (RED) pages of the New Yorker. The viral success is already showing on the (RED) blog and (RED) Myspace page, which boast 36,777 visitors and 268,806 friends, respectively. Sales aren’t bad either – so far the project has raised over $10 million for the Global Fund, with sights on $500 million annually as their product line expands to higher ticket items (like cars).
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