GoMobile and Goodwill Crash the Party
This morning my co-workers and I attended Seattle Goodwill’s Appreciation Breakfast, which honors volunteers, sponsors, and scholarship recipients. As a proud sponsor of Goodwill we were humbled by the stories of individuals whose lives were changed by the job training and support that Goodwill offers. It truly brings into focus the reason behind everything we do in support of an outstanding organization that for over 80 years has been devoted to our community. To ensure that Goodwill continues to thrive, we throw our creative energy into developing thought-provoking campaigns and guerrilla marketing events on behalf of Goodwill, and this past Memorial Day weekend was no exception!
To bring awareness to the many reasons for shopping at Goodwill, we staged a mock protest at one of the largest events in Seattle – Northwest Folklife Festival! With over 250,000 attendees over four very spirited days, it’s the perfect opportunity to utilize guerrilla marketing at it’s finest… in other words, GoMobile = kid; Folklife = candy store.
We crashed Folklife Festival with protestors dressed entirely in outfits found at actual Seattle Goodwill stores carrying picket signs encouraging attendees to “Free Your Wardrobe!”, “Eliminate Waste, Save a Shirt!” and “Fight to Stop Outfit Dumping!”, etc. We also passed out 10,000 coupons for 30% any item at Goodwill, which alone is quite a feat!
Everyone at Folklife Festival was very receptive to our spirited protest and we were happy to have the opportunity to converse with hundreds of people about their history with Goodwill.
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