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Chris Sullivan

September 26, 2017
Chris Sullivan

Today, we live in a world where a combination of technology and resources allow businesses to provide creative solutions and support for causes they believe in. These cause-marketing relationships are mutually beneficial, allowing businesses to demonstrate their values and capabilities while lifting up important causes and providing them with additional resources to make change in the world.

Princeton Partners recently had the opportunity to be involved in a branded experiential activation at the Global Citizen Festival in New York City’s Central Park. Global Citizen is a non-profit whose goal is to eradicate extreme global poverty by 2030. Their annual festival brings together musicians, corporations, politicians, actors and humanitarians, as well as an audience of people who have helped further the organization’s goals through positive action.

This year’s festival featured acts like Stevie Wonder, the Lumineers, Big Sean, and The Killers, along with prominent celebrities and politicians such as Hugh Jackman, Whoopi Goldberg, NYC Mayor Bill DeBlasio, presidents from beleaguered Caribbean nations, and former First Lady Michelle Obama, who appeared via video message.

Working in partnership with R/GA on behalf of their client Johnson & Johnson, our team worked together with our wonderful artist Joe Hill to create six unique pieces of three-dimensional art, placed strategically throughout the Great Lawn, that were used for a free Donate-a-Photo opportunity for all concert goers, VIPS and the musical artists themselves. The Donate-a-Photo challenge ( promises that for every photo that you share their app, Johnson & Johnson will donate $1 to a cause that is close to your heart (education, health, emergency relief and more). Thousands of photos were taken. And our team walked away proud that our art and efforts were making a difference.

Now, the fact of the matter is that none of this wonderful art and entertainment happens without commerce and sponsorship. J&J, T-mobile, Gucci, Citi, MSNBC and other major sponsors helped to underwrite and make this event a success. But they did so in a way that was not overt, in-your-face marketing. Instead, it was a positive brand association. It was experiential marketing tied to entertainment. It was a true win-win-win situation for the festival goers and the brands involved, and ultimately for the those who benefit from the efforts of Global Citizens’ efforts.


So, here’s some homework marketers and organizational leaders should be working on:

  • How are you investing your organization’s time and resources to make a stronger, emotional connection with your constituents and consumers?
  • Is there an experiential or event sponsorship opportunity that you can leverage or invent that will hep you connect your brand with your target audience?
  • What will you do in 2018 to make your target audience say “wow?”

Check out some of the photos and artwork from the event below: