Cause Marketing Partnership
Do you have interest in developing a cause marketing partnership that will allow your brand to soar to new heights, while simultaneously supporting a FUN and IMPORTANT cause?
Associating yourself with an organization like KaBOOM! will engage your customers in a cause about which they care deeply—the well-being of kids! From licensed products to KaBOOM! inspired in-store retail opportunities, KaBOOM! looks forward to creating a custom cause solution for you.
Allow KaBOOM! to help you place your brand into the hands of your best customers—FAMILIES!—through an association with a brand that is as colorful as yours is. Please contact Bridget Hankin at bhankin@kaboom.org or 202-464-6084 for more information. Read on for case studies of our current and previous partnerships.
Case Studies
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| | | | | |  | Ben & Jerry’s:
Licensing Promotion
In 2002, KaBOOM! teamed up with Ben & Jerry’s to create KaBerry KaBOOM!, a flavor that turned ice cream lovers‘ taste buds into a ka-zing-zing-zingy playground, and helped create new playspaces for ka-zillions of kids.
Program mechanics included:
- Licensed use of KaBOOM! logo, name, trademarks on-pack
- A per-purchase contribution to the KaBOOM! cause
- Pass-through sponsorship rights for retail partners (such as 7-Eleven, Kroger, Jewel-Osco) in exchange for increased shelf space, brand exposure at retail, POP signage
- Sponsored playground builds in key markets.
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| Wisk:
Product Launch
KaBOOM! and Unilever gleefully challenged customers to "Go Ahead and Get Dirty!" in a 2003 product launch for Wisk Sport laundry detergent.
The promotion helped connect kids with the joys of outdoor play and supported KaBOOM! through:
- An invitation to kids young and old to participate in the six-market “Wisk PlayDay” tour of an interactive play park complete with a giant anthill
- Licensed use of KaBOOM! properties on product samples and on-pack for product sold through Wal-Mart
- A co-branded resource-rich website
- National research release on benefits of outdoor play.
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| stride rite:
In-Store Promotional Campaign
Over the last four years, KaBOOM! and stride rite have created play opportunities for kids across the United States through cause marketing partnerships.
From per-purchase contributions to in-store marketing displays, the partnership has elevated KaBOOM! and its mission in the minds of moms and dads nationwide.
In spring 2007, KaBOOM! and stride rite launched a multi-tiered promotion supporting the KaBOOM! online playspace finder. This promotion included:
- An email blast sent to 350,000 stride rite subscribers
- Web presence on the stride rite website, which receives approximately 350,000 visitors/month
- In-store promotion at 231 stride rite stores nationwide, including KaBOOM!-branded paint sheet bag stuffers for children to paint their dream playgrounds.
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|  | NASCAR
Pin Promotion: Per Purchase Contribution
As the “Official Home Improvement Warehouse of NASCAR®,” The Home Depot has expanded its relationship with NASCAR and the NASCAR Foundation to become this year’s exclusive retailer of NASCAR Day and the NASCAR pin.
In exchange for a $5 donation, consumers received a commemorative 2007 NASCAR Day lapel pin.
Proceeds from the sale of NASCAR Day pins purchased at The Home Depot equally benefitted the NASCAR Foundation and KaBOOM!.
In support of the initiative, The Home Depot ran a special NASCAR Day-themed paint scheme on the No. 20 Home Depot Chevrolet driven by Tony Stewart during the April 15 NASCAR NEXTEL Cup race at Texas Motor Speedway.
Media support included:
- Targeted media outreach to specific national and local contacts, with a heavy focus on sports business writers
- Media partnerships with ESPN, FOX and SPEED to generate awareness for in-store availability of NASCAR Day pins
- Marketing collateral, including: in-store displays, circular/tab, homedepot.com, homedepotracing.com and existing THD and NASCAR media assets (print, radio and online).
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| Playcore:
Per-Purchase Contribution
The Home Depot made an unrestricted contribution to KaBOOM! equal to $30 for each Brookview No-Cut-Ready-To-Build-Kit and $1.25 for each Racing Roadster Car Swing sold in The Home Depot stores between Jan. 1, 2006 and Dec. 31, 2006.
Marketing support included:
- The Home Depot featured the promotion in a half-page ad in the Apr. 2006 The Home Depot circular
- POS collateral in participating The Home Depot stores.
- Editorial piece on KaBOOM! in the Playcore buyer’s guide distributed with the product.
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| American Eagle
Authentic Teen-Oriented Cause Marketing
With the media excitement, the appeal of skate culture’s fashions, and the sheer thrill of the sport, skateboarding has become today’s fastest-growing sport for youth 8 to 15 years old. Youth have mastered ollies and vert ramp aerials – now their biggest challenge is finding a place to skate! American Eagle Outfitters and KaBOOM! are bringing skateparks to American teens through AE RIDE.
- Employee volunteers work alongside boarders, bikers and bladers and their families to lead local skatepark builds in their top markets with KaBOOM!.
- AE sponsored a national skatepark challenge grant program.
- In-store promotion to spotlight a teen hero who advocated and raised funds to build a skatepark with AE support.
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| PepsiCo
Lifestyle Marketing
PepsiCo joined the KaBOOM! family in 2006 in an effort to promote the PepsiCo Smart Spot initiative, the company’s focus on healthy lifestyles.
The Smart Spot initiative included five healthy lifestyle tips; KaBOOM! included each of these tips on the Smart Spot playgrounds.
Through an all-volunteer force, PepsiCo built 12 playgrounds from Washington, D.C. to Sacramento, Cali., including celebrities like supermodel (and MOM!) Cindy Crawford and NFL star Deion Sanders at each build.
Agency Fleishman Hilliard assisted PepsiCo and the Smart Spot Initiative:
- Garnered local media coverage in each playground city
- Created and disseminated PepsiCo’s messaging that getting outside and playing is a crucial component in living a healthy lifestyle.
- Built the website: http://www.smartspot.com/playground/
Additionally, KaBOOM! provided additional support through Win/Win Radio Promotions in markets where builds occurred | | Back to top |
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| Build A Bear Workshop (BABW):
Celebrating a Birthday with Consumers
To celebrate their tenth birthday, Build a Bear Workshop worked with KaBOOM! to build ten terrific playgrounds in key BABW markets.
To create a fully-branded event, BABW and KaBOOM! created co-branded Design Day pads for the children on Design Day, co-branded "playground coming soon" banners for the Community Partner to hang on site, and custom graphics for each playground.
Signature Build Day kids' activities incorporating BABW artwork were developed, including kid designed stepping stones and murals, as well as a kid-staffed lemonade stand!
To engage consumers, BABW:
- Distributed goodie bags to all children who “volunteered” on the Build Site
- Awarded pint-sized volunteers a Completion Certificate for their Day of Work
- Encouraged consumers to volunteer for the Build Days through a custom-designed web-based registration system
Support for promotion included a special section on BABW website, Bearyville, where kids could play online playground games and learn more about the projects. | | Back to top |
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