It’s that time of the year again…the recent news that Playstation has stepped up to join Harley Davidson, Gillette and Marshall, among others, in the sponsorship of Movember seems a near perfect “combo-pack”.
Playstation is putting out a special game controller with the Mustache logo and are leveraging with loads of social media support, including specific hashtags and websites. (it’s never too early to think about your long term health) Additionally, some of the Sony characters are being temporarily re-designed with mustaches and there are lots of prizes for charity fundraisers, the biggest of which is a trip to the Champion’s League final in Berlin in 2015.
All of the proceeds for Movember go toward research for men’s health causes, which is where this all starts to get good. The Playstation marketing team know their target market and they see the benefit in showing their support for the health issues while having some fun with Movember.
Is there a strong fit here? Yes, in several ways . Are the parties all leveraging the partnership? You bet, with contests, social media and fundraising challenges. And does it feel authentic to the target market? I think so. It makes sense to me as a guy that these sponsors are putting a considerable effort into a cause that is meaningful to them and their clients. And if all of the sponsors can find a way to cross promote amongst themselves, it could provide some exponential growth of awareness and therefore funds raised.
Only way this gets better is a global beer/auto/sports/CPG B2C brand steps up to take the global Title sponsorship,with a tie into their worldwide audience for fundraising