They may pull at your heartstrings or inspire you to action. Cause marketing attempts to do just that while at the same time inspire loyalty to their brand.
Companies like Chipotle have tapped the popularity of short films to bring their message to the masses about their Food with Integrity mission. In their thought-provoking short film, The Scarecrow (2013) and its companion game, they depict a world where crows use scarecrows to perpetuate the facade that food is produced in the most healthy ways possible. As the film continues, you see the scarecrow becomes disillusioned by the fact that the food is mass produced, compromised by chemicals and cows and chickens are raised in inhumane living conditions. Pretty heavy duty messaging for a brand that wants you to not only frequent their restaurants, but also to join their cause. (more…)