'Brands Are Discovering Crowdfunding as a Marketing Tool' + Project Drive-In

To further reflect my decisions to create a campaign for an established brand, I looked into Branding, and how charities, raising awareness etc, are successful marketing tools. One of my goals for this project, was to create promotional material for a brand, which I feel I am achieving through this technique. 

http://www.adweek.com/news/advertising-branding/brands-are-discovering-crowdfunding-marketing-tool-152600

“These campaigns let brands engage with their customers rather than just treating them as a transaction” 

“The customers feel like they’re working alongside the brand to make something happen.”

some insight into WHY a brand, perhaps Lush, would employ such marketing tools.

Project Drive-In

Featured in the previous article, was this example of Charitable Marketing(kind of), displaying the concept of raising awareness to a cause. Well known car manufacturer Honda have created a campaign in order to 'save the drive-in cinema', targeting cinemas around America that are in danger of losing business. The idea of the drive-in is one that is quite nostalgic and romantic, which I feel reflects alot about the brand. The focus on such a heartwarming, memory-inducing cause provides the idea that the brand is very family orientated "its a great way to spend time with your family"(=family friendly cars?) and the concept of the drive-in is something that is traditional and established, which could create the impression of Quality, and in some cases Authenticity. 

http://projectdrivein.tumblr.com/

Blog about the drive-thrus that have been saved, so that the contributors can see where there donations are going. 

Reflection

Finally I have found what genre of marketing my campaign fits into. Within this example of charitable marketing, I have identified that it is an excellent marketing tool, which, dependent on the cause that is chosen, can convey a message about the brand's values. I intend to take inspiration from this process through my own campaign, raising awareness for digital artists and how they should be treated as equal to traditional. 

I feel that the focus on creating Authenticity within Art, conveys that Lush's values are heavily based on Authenticity.