An institution in the south since 1917, Cheerwine is looking to raise brand awareness on a national scale while still maintaining its brand ethos. Towards that end, it recently sponsored a “Legendary Giveback” concert in Charlottsville, VA.
At face value the concert was pretty basic fare for a corporate charitable event: visiting celebrities, all proceeds go to charity. But the real attention-getter was the structure Cheerwine built around the concert: Fans were asked to pledge volunteer hours with one of Cheerwine’s chosen charities (Big Brothers Big Sisters, Operation Homefront and the University of Virginia Children’s Hospital) or a charity of their choice. There were rewards for pledges including free streaming for individual pledges and a concert viewing party for the town that pledged the most.