How Desperados turned dance steps into DE&I donations Desperados gamified 13 million dance steps into €135,000 in donations
ClickZ Daily: Nov 17, 2022 |
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| Good morning! Intentions to promote DE&I are one thing. Delivering ongoing and intentional actions is another. Desperados’ ambition to deliver exceptional customer experiences for beer drinkers is only eclipsed by its commitment to diversity and inclusion. Alongside pledging 60% representation of female/LGTBQ+ DJs at its events, the beer brand has developed an app that has turned 13 million steps (and counting) into donations to charities that empower DE&I initiatives. Learn about Desperados’ ‘Rave to Save’ movement in this case study with Rutger van der Stegen, Global Head of Desperados! Help us to help you! Tell us what topics you want to see ClickZ address in 2023 Team ClickZ Subscribe to the ClickZ Marketing Masters Podcast: Apple | Spotify | Google | Amazon |
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Inclusive marketing Benjamin Broomfield "The party scene is consumed by younger people who are exploring, experimenting and having fun with parties. This generation is incredibly open to technology but is also highly engaged with inclusivity and diversity. An app that offers them both whilst they party is a win on three counts!" |
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Web3 Benjamin Broomfield Tech for Good advocate Donnovan Andrews addresses Web3 champions and critics alike in this Q&A, covering the benefits (and responsibilities) for early adopters Read more |
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| Commerce & Sales Ed East Amid the economic backdrop, we could see a resurgence in Black Friday this year as consumers seek thrifty ways to battle inflation and secure a bargain. However, rather than seeing a repeat of the overconsumption of previous Black Fridays, this year may see more considered consumption instead. Read more |
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| Campaigns Richard Moody Customers will be seeing festive advertising throughout November and December. Timing, context, and personalization are vital to cutting through the noise. Read more |
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| Email Cynthia Price Including your most popular items is especially fruitful for building Black Friday demand. Shoppers often want gifts for others or exclusive discounts on things they would not usually buy for themselves. These shoppers approach Black Friday wide open to ideas and inspiration. Read more |
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Marketing Masters Podcast |
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ROI Marketing Benjamin Broomfield “The biggest pitfall is thinking organic social will boost your brand. It won’t work for 99% of people. Ryanair is the exception, not the norm. Taking a paid-first approach is the right way for most people to build their brand.” Download now |
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| Strategy Benjamin Broomfield "Marketing took on the role of storytelling within the organization to explain the power of its investments. It showed how these changes would impact the customer." Download now |
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| Strategy Benjamin Broomfield "Do your stakeholder mapping. Identify your influencers. Invest in those relationships. Find your superusers and build relationships from the bottom up.” Download now |
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| | | | Analytics Rucha Kadam Consumers appreciate when companies recognise and prove they know their customers. With various ways to reach current and prospective customers, companies have numerous opportunities to personalize marketing messages. Download now |
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