Red, Hip, Powerful

In 20 months, the Global Fund has collected USD50 mil. A portion of the profits from the sale of 11.6 mil (PRODUCT) RED goes to the fund.

Product (RED), the brain child of Bono and Bobby Shriver, manifests innovative approach to social cause and the immense viral marketing power of new media when used creatively to further social causes.

The innovation - like their business model, the marketing strategy of PRODUCT (RED) is seamlessly executed. The firms behind the (RED) brand, Wolff Olins and Buzztone, have managed to roll social networking, shopping, philanthropy and celebrities all into a brilliant cross-media campaign. Described by analysts, the key to PRODUCT (RED) is that it’s not just a cause, it’s a brand. Combining style with an altruistic message gives immediate status to a product especially when it’s endorsed by stars.

Using new media, PRODUCT (RED) has done so well virally, does a great job of keeping a consistent brand throughout all media channels and have generated widespread visibility from a massive international cross-marketing push. The viral success is already showing on the (RED) blog and (RED) Myspace page.

Most inspiring is to see traditionally bureaucratic institution, the UN, experimenting with new media and succeeding at exploiting the vast potential.

In promoting Stand Up 2006, the UN successfully used the viral video, YouTube. Celebrities ranging from Dave Matthews to Shakira to LonelyGirl15 are featured in 1 – 2 minute video segments that have been uploaded into Google Video and YouTube. The reaction from YouTubers was tremendous. Here are a few of the thousands of user-created videos that have been uploaded in response to Renetto’s Stand Up video.

In addition to the viral videos, the UN also promoted Stand Up in Second Life. The Millenium Campaign hosted Stand Up events at virtual kiosks and in 2nd Life’s “Midnight Plaza”. For the less avatar-savvy, the Stand Up website has a list of events that simultaneously took place in real life.

The response (RED) has gotten on Myspace is certainly impressive. Their network is currently increasing at a pace of about 16,000 new friends per hour. Teenagers and young adults have submitted comments to show their support, many of them sharing personal stories about their (RED) products or celebrity sightings.

If nothing else, (RED) on Myspace and Stand Up on YouTube show just how receptive Gen-Yers are to cause marketing, and the potential of social media for non-profit organizations and similar impactful coverage for other health, literacy, poverty and environmental issues.