Ice Cube and the Goodyear Blimp: March 18 event shares brand best practices for evaluating risk versus reward when causes come calling via social media
NORTHAMPTON, Mass. , Mar. 02 /CSRwire/ - Communications professionals responsible for sustainability and CSR will share best practices in a free webinar series organized by 3BL Media and kicking off March 18.
The initial event will feature a non-profit’s social media campaign aimed at getting the Goodyear Blimp to fly over Los Angeles while flashing “Ice Cube’s a Pimp,” something the company was unwilling to do. Doug Grassian, senior manager of Goodyear airship communications, will describe the company’s high-profile response to the campaign and how it influenced the opportunity to be palpable for Goodyear while still recognizing the core desire of the campaign.
“There’s no better way to learn than through interaction with a peer who is willing to share actual case studies,” said Dave Armon, chief marketing officer for 3BL Media, the leading cross-platform content marketing and distribution network dedicated exclusively to sustainability and CSR news. “Our new webinar series will connect sustainability communicators with innovators in an easy-access format.”
The inaugural webinar, “Opportunistic CSR: Goodyear’s Accidental Adventure With Ice Cube,” will be held at 2 p.m. ET on Wednesday, March 18. Registration is free at this address.
In addition to Goodyear’s Grassian, the webinar will feature Joe Waters, founder of Selfishgiving.com and author of “Cause Marketing for Dummies.”
Based at corporate headquarters in Akron, Ohio, Grassian manages a remote team associated with driving value for Goodyear’s fleet of airships. Since his arrival in 2010, he expanded the Goodyear blimp’s PR reach into social media and maintains operation oversight of aerial coverage at major sporting events including the Olympics, Super Bowl, NBA Finals and Daytona 500.
In mid-January, 2014, Goodyear was swept into a social media frenzy by a group calling itself “The Good Day Blimp,” which started a charity campaign to commemorate Ice Cube’s 1992 hit song “It Was A Good Day” by crowdsourcing $25,000 for the Los Angeles-based youth charity A Place Called Home.
The crowdsourcing campaign gained national attention when Ice Cube and Jimmy Fallon called Goodyear out to fulfill its end of the deal by flying the blimp while displaying lyrics from the song on Jan. 20.
With limited days to act, Goodyear and agency Coyne PR mobilized its blimp staff, in-house corporate communications and agency resources from around the country to activate a social media proclamation and media event with the charity. Goodyear not only offered to fly the blimp on Jan. 20 and provide rides for a group of kids from A Place Called Home, but also extended an invitation to Ice Cube via social media and said it would run “Ice Cube Says Today Is A Good Day” on the side of the blimp.
Webinar attendees will gain insight into Goodyear’s decision to engage in real-time with a previously unknown charity and a famous hip hop artist. A media coverage analysis will also be shared.
In April, 3BL Media will present a webinar on best practices for extending the life of corporate sustainability reports through increased use of sharable digital assets.
About 3BL Media
Founded in 2009, 3BL Media is the leading news distribution and content marketing company focused on niche topics including sustainability, health, energy, education, philanthropy, community and other social and environmental topics. The company works with organizations including multinational corporations, SMEs, and non-profits to distribute multi-format media assets through social, traditional and new media channels. 3BL Media leverages its expertise in communications, technology and social media to enable organizations to more effectively communicate about their initiatives to the press, investors, consumers and other critical stakeholder groups. Visit us at CSRwire.com, Justmeans.com, SocialEarth.org and 3blmedia.com.
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