Charitable Partner of Boeing Classic Boosted with Cause Marketing

Put on by the Senior PGA and Virginia Mason Franciscan Health and benefiting the Benaroya Research Institute (BRI) and its work in autoimmune disease research, Bendigo was tasked with redirecting VMFH sports team partnership messaging to focus on the 16th Boeing Classic and its beneficiary.

With assets from the Sounders FC, Seahawks and Mariners to maximize exposure and awareness of the tournament and BRI, Bendigo devised a purposeful plan to increase attendance and raise awareness for autoimmune disease and donations for research built around the initiative “Make A Play Towards Healthy Immune Systems”.

VMFH recognized BRI and Boeing Classic with the Sounders FC Matchday Sponsorship, which included an on-site activation space, and co-branded VMFH, Sounders FC and Boeing Classic vaccination card holder giveaway that also served as complimentary entry into the Boeing Classic. Each holder included an insert with BRI branding and a QR code leading to a fundraising page benefiting BRI with prizes for giving.  BRI and Boeing Classic signage filled the stadium with field level LED, concession TVs, and at halftime BRI’s promotional video ”What Would A Healthy Immune System Mean To You” played on the videoboard. 

As part of its partnership with VMFH, the Seahawks hosted its celebrity charity tournament called Rumble at the Ridge to benefit BRI. To promote the event, BRI and raise money, Charity Network’s “Charitybuzz” auctioned a foursome experience that was shared by the Seahawks and Tyler Lockett to promote on social media. In addition, contracted Mariners web ads were dedicated to the “Make A Play Towards Healthy Immune Systems” initiative with clickthrough to the fundraising page.  

Throughout the tournament, spectators arrived with vaccination card in tow alongside their vaccination card holder, proving the purposeful activation was a hit. With the Delta variant rising and more places requiring proof of vaccination, the card holder was timely and useful. That coupled with it functioning as a ticket to the tournament both promoted vaccinations and attendance. 

Purposeful integrated activations can become a cause marketing vehicle to create brand and mission awareness, educate, fundraise and drive business, as is proof with the redirection of VMFH sports assets towards the Boeing Classic.