For those of you who watched the Fiesta Bowl last week, I hope that you had the opportunity to see the video that was played during halftime which showcased one of Tostito's recent CSR efforts. Tositos brought together 20+ veterans and told them that they were going to get an opportunity to play a game of flag football arranged by Tostito's event staff. Fairly simple.
At the same time, they gathered together some 5,000 people and told them that they were going to see a free concert. But neither party was aware of what the other was involved in. So imagine the surprise to both groups when the veterans were supplied with real jerseys and locker rooms and then an opportunity to run out of a tunnel to the tune of thousands of screaming fans. At the end of the game, the two groups got the opportunity to watch a free concert, capping off an outstanding night for all.
But what really set this apart was the celebrities that Tostitos brought in to coach and play with the veterans. Current Ohio State coach, Urban Meyer, and legendary former Florida State coach, Bobby Bowden, were up and down the sidelines trying to lead their team to victory. Kurt Warner and Marcus Allen were on the field with the veterans, passing, kicking, and rushing with the veterans. Owen Wilson, Neil Evertt, Marcellus Wiley, and Samantha Steele all participated in the festivities as well.
As far as creativity goes, I'm fairly lukewarm on this idea. But what really made the difference is how well Tostitos executed the entire event. Everyone's faces seemed to communicate happiness and true surprise, fans and veterans alike. And I know that when they compiled the shots for this video, they obviously went for the best possible visuals, but something tells me they were not short on valuable material.
More and more companies are turning to these types of events to drive their corporate responsibility efforts. Frankly, I don't think that companies should ever move away from CSR that involves veterans. Nobody in their right mind is going to suggest that a company has ulterior motives when they go to help the troops.
Overall, I was truly touched when I was watching this video. And that isn't something that happens very frequently. With all that is going on in the world today, moments like these are true reminders that there IS still hope in humanity. Maybe a bit hyperbolistic, but any brand that is capable of eliciting that kind of emotional response has certainly crafted an impressive, and touching, campaign.
Read the press release about the event here.
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