Marketing for a Good Cause in a Unique Way

Justin Seibert | |

Since I bagged on one aspect of marketing yesterday, I wanted to come back with a positive story. A horse in New Zealand came to the rescue.

Like many people near us thanks to sites like Mountaineer Race Track and the Meadowlands, New Zealanders love horse racing. It’s quite common for a Kiwi to go down to the local pub to watch and bet on the ponies. It’s also quite common for him or her to enjoy a few pints during the contest.

Nothing wrong with that…except for some that get in their cars afterward and drive home while still intoxicated.

Now when they watch one of the dual island country’s top horses while still at the bar, they get a new message: Don’tdrinkanddrive. They hear it and see it a lot because that’s the name of one of the top horses.

For under $1,000, a media agency bought the naming rights to this horse and the cause will receive “free” advertising for the rest of its days. That’s some nifty outside the gate thinking.

(I know, I know. Awful pun, but I hate the massively overused phrase “outside the box” and couldn’t help myself.)

Justin Seibert

About The Author

Justin Seibert is the President of Direct Online Marketing. Justin holds a Bachelor of Arts from Vanderbilt University. He contributes a wide range of online business-oriented topics, including the subject of exporting. His contributions can be found on publications such as the Pittsburgh Business Times, Advertising Age, SES Magazine, and La Voz del interior. Justin and his family enjoy learning about new cultures during their travels.

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