It’s Drink Pink Day!
October 14th is the first official “Drink Pink Day!”
This is one of my most favorite ideas of the year — Wendy’s asked WBNS-FM (Mix 97.1 – 80s, 90s, Now!) for help in promoting a community day where they would donate a percentage of sales generated during a specific time period on a specific day to the American Cancer Society for breast cancer research. While this is absolutely a generous thing to do, I’ve heard of these fundraiser days being held at most any restaurant in town and knew we could create something a lot more impactful and memorable.
We knew Wendy’s was interested in promoting their new strawberry Frosty, and an idea was born…
For one entire day, Wendy’s would donate a dollar from every “pink” Frosty sold to help fight breast cancer. “Drink Pink Day” was the only imaginable name for such an event, and the client LOVED the concept. I knew this could be a BIG idea if we could make it even moderately successful in such a short time frame (one week!) We had to define the specifics, build a website, and raise awareness ASAP.
The programming and promotions team at the radio station really got behind the project wholeheartedly. Web guru Brian Vaughn created a lively microsite (http://www.drinkpinkday.com/) that not only provides details of the promotion, but allows visitors to send an email alert of the event to their friends as well as receive a reminder on the day-of the promotion. Wendy’s has even provided a coupon for anyone sending a card as further motivation to “do good.”
We’ve run web banners and added in-content announcements on mix971.net (and even created an extremely cool branded background on the site for today-only!) We’ve Twittered about it and created a FaceBook Group (over 100 members in just a couple days) and now the big day has arrived…
I hope that if you’re in Central Ohio today that you will visit a participating Wendy’s restaurant to enjoy one of their new Strawberry Frosty Shakes — and help support breast cancer research through the donation made from the purchase of every pink Frosty.
Celebrate Drink Pink Day!
