Article by Christina Crasto | esPResso Staff Writer
The nonprofit organization Autism Speaks partnered with White Castle restaurants across the United States to raise donations. During this year’s past Autism Awareness Month, White Castle raised $909,000 for Autism Speaks. Capitalizing on this opportunity for cause-related marketing, White Castle restaurants held a competition between its Chicago and Columbus locations to see which region could sell the most puzzle pieces. To raise the stakes, the region that sold the least had to create a music video.
This partnership between Autism Speaks and White Castle has not only led to over $3 million in donations since 2010 to families impacted by an autism diagnosis, but it also adds credibility to the White Castle brand. Partnering with a nonprofit organization helps boost the brand’s reputation. This campaign has helped increase the involvement of White Castle employees in philanthropic initiatives, while also raising awareness for Autism.
White Castle’s YouTube channel recently posted the music video created by Regional Manager Mike Guinan and various employees from the Chicago region. The video has received over a thousand views within the past week, and it continues to be shared across the social media platforms of both White Castle and Autism Speaks. With positive publicity for both organizations and increased attention on social media, the partnership has proven to be an effective public relations tactic, while also building community partners and benefiting society.
Photo credited by Twitter.