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CASE STUDY:
HARD ROCK | PHILANTHROPIC EFFORTS ISSUE: Hard Rock International is governed by the motto “Love All, Serve All.” As agency of record for Hard Rock, Coyne PR has helped to raise both awareness and funds for Hard Rock’s various philanthropic campaigns, benefiting a variety of charitable organizations, including The Breast Cancer Research Foundation, WHY (World Hunger Year), Global Angels Foundation, The Philadelphia Soul Charitable Foundation, and Musicians On Call. IDEA: Hard Rock’s most successful and well received philanthropic campaigns are the annual PINKTOBER breast cancer awareness campaign, benefiting The Breast Cancer Research Foundation; the “Imagine There’s No Hunger,” campaign benefiting WHY; and the Signature Series T-shirt program, benefiting artists’ personal charities. GET PINK: Since 2005, the agency has worked with Hard Rock and celebrity spokesperson Melissa Etheridge for the launch of PINKTOBER. Coyne PR coordinates unique media opportunities for each step of the campaign, which consists of a large-scale launch event, a product component and a series of live performances at local Hard Rock Cafes across the globe. ASK WHY: Hard Rock’s “Imagine There’s No Hunger” campaign benefits WHY and the organization’s fight against hunger and poverty. Each year, Hard Rock releases a limited-edition SERVE CD featuring high-caliber and emerging artists who donate tracks in support of the cause. Coyne PR works with talent, charity partners and Hard Rock executives to leverage their individual areas of expertise and find distinctive media niches for each. SIGN ON: Hard Rock’s Signature Series takes original artwork from some of the world’s most iconic artists and creates unique limited-edition T-shirts. Coyne PR has had the opportunity to work with Shakira, Jon Bon Jovi, Eric Clapton, Sting, Green Day and Ozzy Osbourne to generate buzz surrounding the launch of each artists’ Signature Series T-shirt and to raise funds for each artist’s charity of choice. IMPACT: PINKTOBER, “Imagine There’s No Hunger” and Signature Series T-shirts remain cornerstones of Hard Rock’s philanthropic agenda as a result of the great response the campaigns receive from media and consumers alike. Hard Rock International’s 2008 PINKTOBER, 2009 “Imagine There’s No Hunger” campaign, and Signature Series t-shirts have raised millions for Hard Rock’s charity partners, with that number continuing to grow each day. The campaigns received coverage in both local and national press including: “Good Morning America,” USA Today, Rolling Stone Magazine, InStyle Magazine, MTV, “EXTRA!,” “The Bonnie Hunt Show,” STAR Magazine, People Magazine, Ok! Magazine and American Way Magazine, garnering more than 1.1 billion impressions for the Hard Rock brand. |
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Cause Marketing Case Studies
