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Will Bank of America Get More Customers Because of U2 and RED Donation?
By: Cindy Wendland
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The Super Bowl commercial by Bank of America featuring U2 combines many elements. Will it bring them new customers and more awareness? If you didn’t see it, Bono and U2 are singing their new song “Invisible.” It is available as a free download on iTunes through Monday, February 3, 2014. For each download, Bank of America will donate $1 to AIDS nonprofit RED.

Bank of America is focusing on corporate social responsibility with this ad and building that part of their brand. The best partner for that message is definitely Bono and U2. Bono’s humanitarian efforts are widely known, and he has successfully harnessed the power of branding and consumerism for social change with Product Red.

If you aren’t familiar with Product Red, it involves FEATU(RED) PRODUCTS. The Red.org site has many vendor partnerships highlighted on their shopping page, ranging from Vodka to purses to t-shirts to music. (RED)’s site highlights that the new partnership of (Bank of America) Red is expected to bring $10 million in donations to fight AIDS. Bank of America will donate up to $2 million based on downloads of “Invisible.” That is only 1/5 of the value of the partnership. There must be more in store.

There is. Actually, Bank of America's commitment of $10 million resulted in the Gates Foundation, SAP, and Africa’s Motsepe Family matching for a total of $22 million!

The Bank of America/U2 Super Bowl commercial is about much more than a free download and social responsibility. It is the announcement at the biggest sporting event of a (Bank of America) RED partnership expected to generate a significant sum towards eliminating AIDS. And in return, Bank of America is hoping more customers will rely on them in the areas of borrowing and investing.

   

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About the Author
Cindy Wendland has a background in marketing and finance. She is the creative director for an online men's health magazine, BrainBrawnBody.com, and she gets to write their leisure/travel blog. She is also a web designer helping her clients with online community engagement, websitesbywendland.com. Prior to her web years, she worked in pharmacy consulting.
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