Winner: Boost Mobile and Miles Ahead Entertainment
Campaign: Boost Mobile RockCorps
The Mission:
Boost Mobile RockCorps (BMRC) is a program based on youth volunteerism to drive young people to support their communities. The movement launched in 2005 and traveled to six
cities across the U.S., culminating in a signature concert event at Radio City Music Hall with 5,000 volunteers and hip-hop artists. However, with expanded reach across the
nation and an additional reward concert slated for 2006, the organization needed to market its mission to drive awareness and participation.
The Hook:
Aggressive media outreach communicated the movement's wide range of service projects - including building playgrounds, renovating schools and distributing food - and its
signature reward concerts. Plus, the team, along with Miles Ahead Entertainment, promoted the unique angle of youth volunteerism driving an initiative for the betterment of their
communities.
Marketing for a Cause:
Boost Mobile created high-tech media rooms at both the Atlanta and New York City BMRC concerts that served as a location for photo-ops, live audio interviews with performing
artists and concert video Internet feeds. Plus, the team reached out to multiple genres of media, including entertainment, marketing, business, urban and alternative. The
comprehensive approach worked: the program and concert received more than 250 million media impressions. But perhaps most impressive, the initiative was able to capture the
attention of their elusive target audience, "street-savvy, active, irreverent youth ages 14 to 24," and engage them in valuable volunteer work. PRN