ch03 - 1 When Oprah and Bono walked down Chicago’s...

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Unformatted text preview: 1 When Oprah and Bono walked down Chicago’s Magnifi cent Mile together in the fall of 2006, it was the shopping trip seen around the world. The famous duo attracted mobs of fans and extensive media coverage as they promoted a revolutionary new cause-marketing event called (Product) RED. Bono urged people to buy RED products, explaining that a portion of the proceeds would go to The Global Fund to fi ght HIV/AIDS in Africa. Oprah, wearing an “INSPI(RED)” Gap T-shirt on her talk show that day, proclaimed, “I am wearing the most important T-shirt I’ve ever worn in my life!” Other companies that licensed the RED brand and created products for the charity included Apple, which sold a limited edition iPod Nano, and Motorola, which introduced a red Motorazr phone. Emporio Armani designed a special RED capsule collection for London Fashion Week, and Converse designed a line of RED shoes to be sold at Gap stores. Oprah’s shopping spree with Bono drew a reported an incredible one billion media impressions worldwide. (Product) RED set up its own Web site, www.joinred. com, and took over Myspace.com for the day to launch a page that now boasts over 600,000 friends. RSS (Really Simple Syndication) funneled news about RED to mobile phones and blog sites, and it quickly became a hot topic of discussion on message boards across the Internet....
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ch03 - 1 When Oprah and Bono walked down Chicago’s...

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