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( RED) Targets M usic A nd G aming F ans

( RED) Targets M usic A nd G aming F ans. Presentation By: Matthew Shephard & Cooper McCabe. (RED) Description. Created by Bono, (RED)’s mission is to help fight the AIDS/HIV epidemic and has raised $ 190 million since its launch in 2006 Brand partners include:

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( RED) Targets M usic A nd G aming F ans

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  1. (RED) Targets Music And Gaming Fans Presentation By: Matthew Shephard & Cooper McCabe

  2. (RED) Description • Created by Bono, (RED)’s mission is to help fight the AIDS/HIV epidemic and has raised $190 million since its launch in 2006 • Brand partners include: • Apple, The Coca-Cola Company, Starbucks, Converse, Beats by Dr. Dre, Belvedere, Bugaboo, Gap, Nike, Penfolds, SAP and American Express. • Proceeds go to the Global Fund, which fights Aids/HIV, TB, and Malaria • Since 2002, (RED) and the Global Fund have committed $22.4 Billion to lifesaving programs in 150 countries • Countdown to Zero Campaign

  3. Article Summary • Brands such as Xbox and Converse, and celebrities including Elvis Costello, Dr.Dre, and Michael Jordan are pairing to launch global events. • Events include a series of global gaming, music and entertainment initiatives • Rush to Zero campaign • AIDS free generation by 2015

  4. The (RED) Rush Games • Launching on June 1st at E3 in Los Angeles • World’s largest gaming conference • Gamers globally can donate to compete against each other and celebrities on Xbox 360 and PlayStation 3 • Games include Madden 12, FIFA 12, KINECT Sports Season 2, and Gran Turismo 5.

  5. (RED) Music • (RED) Rows Initiative • Artists including Bryan Adams, Coldplay, Elvis Costello, Sheryl Crow, Death Cab for Cutie, The Killers, Tom Petty • Will be auctioning off premium seats and • Exclusive concert packages • Proceeds also go to the Global Fund. • Live music venues across the U.S. will also run (RED) Music promotions • A (RED) album will also be released.

  6. Cash & Rocket (RED) Tour • Goal: No child should be born with AIDS/HIV • A group of 70 female entrepreneurs • Includes lawyers, designers, doctors, CEOs, models, architects, fashion stylists traveling from London to Monte Carlo in (RED) branded vintage cars as part of a fund and awareness raising tour. • Each stop holds an exciting event and reveals of the latest (BUGABOO)RED collaboration (stroller company)

  7. Summary • (Red) continues to innovate their marketing initiatives • Successfully branded a charity that appeals to the youth

  8. Sources: • http://www.marketingweek.co.uk/news/red-targets-music-and-gaming-fans/4001804.article • http://www.bugaboo.com/learn/bugaboo-red

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