Project “Soup of Aid” as a Cause-Related Marketing Campaign

2021 ◽  
pp. 117-125
Author(s):  
Katarína Vitálišová ◽  
Kamila Borseková ◽  
Anna Vaňová ◽  
Darina Rojíková
Keyword(s):  
Marketing Campaign ◽  
Cause Related Marketing

Clicking for a Cause: Using Social Media Campaigns to Drive Awareness for Golf Tournaments and Charitable Organizations

2012 ◽  
Vol 1 (1) ◽  
pp. 1-6
Author(s):  
Marion E. Hambrick ◽  
Tara Q. Mahoney ◽  
Rich Calabrese
Keyword(s):  
Social Media ◽  
Sport Organizations ◽  
Charitable Organizations ◽  
Golf Tournament ◽  
Media Campaigns ◽  
Marketing Campaign ◽  
Cause Related Marketing ◽  
Sport Industry ◽  
Analyze Data

Sport industry leaders have recognized the popularity of social media; however, some have struggled with quantifying the benefits of such usage (Fisher, 2009). This case explores the potential opportunities social media sites can provide to sport organizations. Golf tournament organizer TampaTourneys, LLC created an administrative Facebook page to keep its Facebook users informed about events. The organization also used the page to promote a cause related marketing campaign benefitting a charitable fundraiser. Partnering with Blackhawk Computers, TampaTourneys initiated a week-long campaign, which encouraged the tournament organizer’s Facebook fans to tell their respective Facebook friends about the fundraiser and become fans of the TampaTourneys Facebook page. In turn, the organization made a monetary donation on behalf of its current and new fans. Based on the campaign’s success, TampaTourneys decided to initiate a second and longer fundraising effort. The case asks students to analyze data collected from the first fundraising campaign and develop a new campaign for the tournament organizer.

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