Nike’s ‘Don’t Do It’ Anti-Racism Ad Receives Mixed Reviews

Nike released a 60-second video spot urging people not to turn their backs on racism as nationwide protests decrying police killings of George Floyd, Breonna Taylor and Ahmaud Arbery erupted. In a play on its renowned slogan, Nike titled the video, “For once, Don’t Do It,” posting it across its social channels, with the hashtag #UntilWeAllWin.

The text-only video features seven pithy statements appearing in white text against a black backdrop, including “Don’t accept innocent lives being taken from us” and “Don’t sit back and be silent.” The video ends with the call-to-action: “Let’s all be part of the change.”

Since Nike posted the video at 7 p.m. ET on Friday, May 29, on Twitter it has received 6.7 million views, 210,000 likes and 100,000 retweets. On Instagram, it’s been viewed nearly 14 million times.

In a statement, Nike told CNN, “We hope that by sharing this film we can serve as a catalyst to inspire action against a deep issue in our society and encourage people to help shape a better future.”

Nike has a long history of highlighting its stand on social issues. In 2017, it launched an equality campaign titled “EQUALITY,” to encourage people to speak out on causes important to Nike athletes and employees including diversity and inclusion. The campaign was accompanied by a monochrome film and a $5 million donation to organizations advancing equality across the US.

In 2018, Nike unveiled a two-minute video spot narrated by former 49ers quarterback Colin Kaepernick to show its support of athletes who were protesting racial inequality and police brutality by kneeling during the national anthem.

However, Nike’s most recent anti-racism ad has drawn mixed reviews, sparking criticism on social media. While the video received praise from some celebrities, like rapper Travis Scott, one user lambasted Nike for the lack of diversity at its company. For example, Cindy Gallop tweeted:

One user shared a video showing protesters looting Nike’s store, in response to which another user responded: “Believe in something, even if it means getting looted.”

Another user trashed Nike for its labor practices: “My head is about to explode from the irony of the fact that Nike uses literal slave labor. But hey it’s a problem outside America, so I guess it’s fine to ‘sit back and be silent’ about it.”

LG Names New Head Of Marketing For North America

This week in leadership updates, LG Electronics NA names a new head of marketing, Visa appoints Chris Newkirk as chief strategy officer, the University of Massachusetts Amherst names Claudia Donald as interim CMO, PayPal’s Allison Johnson steps down, New York Public Radio hires Ayesha Ahmad as CMO and Panera brings on Eduardo Luz as chief brand and concept officer.

LG Electronics North America Has A New Head Of Marketing

Peggy Ang will be replacing the retiring David VanderWaal as LG Electronics North America’s head of marketing. VanderWaal spent the last 13 years with LG and most recently served as SVP of marketing, a position he took in 2018.

Ang spent the past two years as division VP of brand marketing for mobile communications, LG Electronics USA. She joined LG back in 2016 as head of brand marketing for home appliances. Prior to her time at LG she held senior brand and marketing positions at Samsung and Sony Electronics, among others.

Visa Hires Chris Newkirk As Chief Strategy Officer

Effective June 15, Chris Newkirk will join Visa in the newly created role of chief strategy officer to drive strategy planning for the company overall.

Newkirk has held various leadership roles at Capital One since 2008. Most recently, he served as the president of Small Business, International & Walmart Partnership.

Prior to Capital One, Newkirk held leadership roles at IndyMac Bank and McKinsey & Company.

University Of Massachusetts Amherst Names Claudia Donald As Interim Chief Marketing Officer

UMass Amherst has named Claudia Donald as interim CMO. Since 2014, Donald has served as the university’s executive director of digital marketing and online communications.

In her new role, Donald will oversee the Marcom Group, which provides a suite of services including branding, advertising, web services and analytics.

PayPal Chief Marketing Officer Allison Johnson Steps Down

PayPal CMO Allison Johnson is stepping down due to the company’s current restructuring and streamlining of its marketing department under one cohesive function, as reported by Adweek.

Johnson joined PayPal in January 2019 after founding a marketing and venture capital studio called West. Johnson served as president of worldwide marketing communications for Apple from 2005 to 2011.

New York Public Radio Hires Ayesha Ahmad As Chief Marketing Officer

New York Public Radio, the parent company of radio stations WNYC, WQXR, WNYC Studios, the Gothamist and The Jerome L. Greene Performance Space, has named Ayesha Ahmad as CMO.

Ahmad joins NY Public Radio from Chilewich, where she was chief digital officer and general manager of ecommerce.

Panera Bread Names Eduardo Luz As Chief Brand And Concept Officer

Panera has appointed Eduardo Luz as its new chief brand and concept officer. Luz joins Panera less than a year after becoming CEO of 8Greens and after six years as US CMO and global brand officer of Kraft Heinz.

Pearson Appoints Alexa Christon To CMO Position

Global learning company Pearson has promoted Alexa Christon to the role of chief marketing officer, effective immediately. Christon, who can be heard hosting the ADLANDIA podcast, served as SVP of brand for the past year.

Pearson’s press release announcing Christon’s new role notes her involvement in previous companies, including serving as “head of media innovation at GE, and guiding clients including Yahoo, Pepsi-Cola, and Time-Warner Cable while on the agency side.”

What We’re Reading–Week Of May 25th

We’re searching for the most pressing marketing insights this week. Updated daily.

Campaign Planning: Rolling With The Punches


Programmatic associate director at Croud, Connie Del Bono, says while planning privacy-compliant campaigns, it’s important for brands to work closely with all partners to ensure they collect a minimal amount of personally identifiable data, adapt personalization approaches based on segmentation of users who may be more receptive to personalization, implement frequency management and leverage contextual targeting, which can lead to more interested potential prospects. 

Why it matters: COVID has added another array of challenges to campaign planning, requiring marketers to take a fluid and agile approach to creating a robust campaign.

Instant Messaging Will Reach 4.3B Users In 2020

Mobile Marketer

The number of people who use instant messaging will increase nine percent to 4.3 billion in 2020, according to a new forecast from Juniper Research. Additionally, the number of smartphones equipped with rich communication services (RCS) technology will rise 45 percent to more than 740 million in 2020.

Why it matters: Juniper advises marketers not to wait for RCS to hit the mainstream and to develop strategies specific to instant messaging, which will require efforts in enhancing digital payment options.

Some Brands Have Been Caught Off Guard


COVID-19 has hit travel, retail and hospitality hard while food delivery, alcohol and porn are thriving. For some companies that operate within the same industry, that isn’t the case—Chipotle remains unscathed and Tesla is worth the same as it was pre-pandemic. 

Why it matters: Community, heritage, design and beliefs work when you’re selling alcohol, luxury goods, cars and clothing given these purchases are social in nature. In addition, some CEOs tend to overestimate how unique they are. Whether customers care if your company lives or dies after the pandemic depends on how much they value you.

The Top 5 Creative Brand Ideas You Need To Know About Right Now: May 27, 2020

Ad Age

A group of creatives launched a community-driven advertising school taught by industry execs for aspiring creatives over the course of 12 weeks. Reddit users can access the lessons and assignments once the course wraps.

Among other top creative brand ideas, Walmart turned a poem written by one of its employees into a mixed-media sport that honors its team members; Burger King released a campaign around its Whopper stuffed with extra onions to encourage social distancing; WorkinProgress tapped teachers around the country to contribute to mini virtual lessons that are being displayed on digital signs around the US and Ajinomoto tackled anti-Asian racism with a video campaign featuring celebrities calling out racist acts driven by COVID.

Why it matters: Brands continue crafting ads around COVID sensitivities despite recent studies that reveal consumers are ready to hear from brands about non-COVID related topics.

Brand Safety Best Practices During An Evolving News Cycle: Experts Share Insights On Brand Safety Measures Amid Covid-19 Crisis

The Drum

Misconceptions about content blocking are making it hard for brands to monetize this type of content and in turn, engage audiences during COVID.

Why it matters: Brands and agencies are working much closer to address complacency about brand safety, which as a result of the pandemic has required more sophisticated controls that enable brands to balance protection and reach.

Brand, Measurement, And Insights With NerdWallet CMO Kelly Gillease

During this 209th episode of “Marketing Today,” I interview Kelly Gillease, chief marketing officer at NerdWallet.

Today, we talk a lot about Gillease’s experience, which spans about twenty years in startups, travel, EdTech, and search, as well as supporting some of the acquisitions of those startups. We also talk about NerdWallet’s venture into using big mass media advertising like TV and brand-building efforts and how she did that. We also highlight Gillease’s background and some of the unique things that she’s done in her life and her dual degree in both English and economics from UC Berkeley.

Gillease discusses how addressing the public’s lack of trust in personal finance companies is a big challenge for Fintech. Providing the best financial advice to establish that trust is how NerdWallet approached mass marketing. Gillease notes the drawbacks of performance marketing when she says, “performance marketing is really limited by demand for the category.” As Gillease shares what her team learned from the research that went into the “Money Questions” campaign, she reflects, “Everybody at different income levels, whether you’re well off or just barely making it, gets upset about money.” Understanding that emotional connection is essential to the NerdWallet brand, which emphasizes optimism. This interview highlights Gillease’s commitment to positive, impactful marketing that helps people address their everyday problems.

Highlights from this week’s “Marketing Today”:

  • The American Crossword Puzzle Tournament. 01:21
  • Kelly’s double degree in English and Economics. 04:37
  • The initial challenges of her job when she joined NerdWallet. 07:07
  • Kelly’s experience with mass media advertising. 10:11
  • How Kelly’s team approached mass marketing. 13:39
  • The impact brand efforts had on their business. 15:34
  • The “Turn to the Nerds” campaign. 19:39
  • The learning plan around the “Money Questions” campaign. 22:40
  • The research behind the “Money Questions” campaign. 26:32
  • NerdWallet’s response to coronavirus. 28:29
  • Is there an experience in her past that defines who she is today? 31:51
  • What is the advice Kelly would give to her younger self? 33:26
  • The most impactful purchase she has made in the last 6-12 months of $100 or less. 36:53
  • Are there any brands, companies, or causes that Kelly follows that she thinks other people should take notice of? 38:29
  • Kelly’s take on the top opportunities or threats facing marketers today. 41:15

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Alan B. Hart is the creator and host of “Marketing Today with Alan Hart,” a weekly podcast where he interviews leading global marketing professionals and business leaders. Alan advises leading executives and marketing teams on opportunities around brand, customer experience, innovation, and growth. He has consulted with Fortune 100 companies, but he is an entrepreneur at his core, having founded or served as an executive for nine startups.

Social Distancing Campaign Picks: Week Of May 18

I was reading an article the other day that put forward this idea that really stuck with me: that we are all currently trapped in our own “infinite present.” Though not quite The Twilight Zone, we are in a strange reality where everyday is like the last and the future, for as far as the eye can see, seems like more of the same.

Without vacations and concerts and feasting at your favorite restaurants with friends, the promise of tomorrow looks very much like today and the days before it and that can create a bit of a numbing effect. 

So what to do?  Can’t say I have any grand ideas about that, but to me, the best approach is to find those little things that inspire us, make us laugh and remind us that it’s all going to be OK.  You are not alone in this Bizarro World, so we might as well drink from the half-full glass and keep the scales tipped towards the positive. 

Also helps if that glass is half-filled with your favorite Bourbon.

Google – “Thank You, Teachers”

Kicking off this week’s selections is for those of us who are parents and have had to deal with the ups and downs of teaching from home. Speaking from experience, it’s challenging and chaotic, but can also be very rewarding. We rarely get to step into someone else’s professional shoes and empathize with their day-to-day.  

 Why it matters:  Google tapped into something every parent is going through right now and made us all feel a part of a collective moment. Yeah, it can be really messy and it’s the celebration of that insight that makes this spot feel so authentic. It’s also a love letter to all the teachers out there to tell them how much we appreciate what they bring to our lives. No hard sell, just a quick acknowledgment at the very end that Google is supporting teachers and parent-teachers at home. Tastefully done and from a brand love standpoint, very impactful!

The details: Aside from the great footage, the Stealers Wheel track really ties it all together and tells you that it’s ok to have a laugh at yourself and everyone else experiencing the same challenges. Although Tarrantino left an indelible mark on this song, it’s that extra level of subtext that gives this spot a cool-factor that only the ‘right’ song can do. My guess is the creative thinking behind this started with that lyric and built from there.

Farmers Insurance –  Crowd Control

When it comes to golf, silence is key and the crowds are constantly being hushed as a player sets up for their next shot. So on one hand this should be a blessing in disguise, but as you can see in this spot, sinking a hole-winning putt just isn’t the same without the visceral roar of the crowd.

Why it matters: As society starts to slowly reopen, professional sports is having to reinvent itself a bit by playing without fans. My family likes watching Bundesliga soccer, and this past weekend was the league’s first set of matches since the pandemic took hold in mid-March. It was great to see our favorite teams and players, but pretty surreal without all the fans in the stadium. On the positive side, for the first time you could hear every noise on the fieldfrom the player chatter to the physical contactand it almost made you forget that we’re still living in a very restrictive time. That is, until the camera panned around the empty stands. Regardless of that, it’s a positive step in the right direction and a boon to sports fans everywhere. 

The details: What’s amazing about this spot is that Rickie and his wife, Allison Stokke Fowler, shot it themselves practicing safe social distancing from their backyard in Jupiter, Florida. In addition, they also created a PSA with Rickie talking about Farmers’ $1 million pledge to Off Their Plate, a fundraising initiative through World Central Kitchen that helps frontline COVID-19 healthcare workers and impacted restaurant shift employees. Great job Rickie and Allison!

Old Navy –  Together

And lastly to tug on those feel-good emotions, Old Navy is focusing on the power and creativity of a singular artist to help celebrate and support families in need during this challenging time.

Why it matters: Noah Scalin is a visual artist who is best known for taking common, everyday objects and recontextualizing them. In this instance, we get to watch him create a large-scale mural in timelapse using Old Navy clothing as his medium. I love how beautifully interconnected this simple idea is and that the brand is leveraging their core identity to give back to the community.

The details: At a time when most retailers are struggling, I think it’s rewarding to see a message filled with love and hope from one. Old Navy is donating $30 million worth of clothing to families across America as well as 50,000 non-medical-grade reusable masks to longtime partner Boys & Girls Clubs of America. That’s certainly worthy of celebration and gives them an A+ in my book for positive brand building.

Michelob ULTRA Launches Integrated Campaign In Promotion Of Live Golf Charity

Michelob ULTRA has launched an integrated campaign as part of its sponsorship of Capital One’s live golf event, “The Match: Champions For Charity,” featuring Tiger Woods, Phil Mickelson, Peyton Manning and Tom Brady. Set to air on May 24, the match will mark the second televised golf event since the onset of the pandemic. Michelob is promoting golf’s return through branded digital content, new television spots, an in-game giveaway and a social media giveaway.

Ahead of the event, Michelob ULTRA is releasing digital content produced in partnership with the film Caddyshack. The deepfake technology-enabled videos will feature Peyton Manning’s face and voice in two popular scenes from the film, and live on Michelob’s social media channels. In addition, Michelob will donate $150,000 to the American Red Cross, Manning’s charity of choice.

During the event, Michelob will also run two new television spots, which feature a golf beer cart that viewers can enter for a chance to win, in addition to Caddyshack-themed merchandise. Fans can enter by following Michelob ULTRA on Twitter and using the hashtag #ULTRAPrizeScramble #Sweepstakes.

And, if any of the four players hits a hole-in-one during the match, Michelob will give away a free six-pack to everyone aged 21 and over in the US.

The pandemic hit the sports industry hard, forcing professional sports leagues to cancel the rest of the season and marketers to engage fandom via digital and social activations. Over the weekend, the NASCAR Cup Series Real Heroes 400 race and the TaylorMade Driving Relief golf event, respectively, aired, offering some semblance of normalcy.

According to Nielsen data, the Real Heroes 400 race brought in an average television viewership of 6.3 million people, about 239 percent more than the 1.9 million viewers of the 2019 Bojangles Southern 500.

In addition, Nielsen reports that about 41 percent of viewers of the first day of the 2020 Players Championship, the last major PGA event since the pandemic hit, tuned in to TaylorMade Driving Relief event. Plus, of the 2.3 million viewers that watched the TaylorMade event across NBC platforms, over a quarter comprised people aged 18-49.

In the eighth wave of The Harris Poll’s COVID survey, conducted between April 18-20 among 2,029 US adults, nearly half say they miss watching sports on television (45 percent) and attending sporting events in person (49 percent).

Though fans may long for the return of live sports events, COVID will undoubtedly impact the physical experience. In the 11th wave of The Harris Poll’s COVID survey, conducted from May 8-10 among 2,030 adults, nearly three quarters (73 percent) of respondents said they’re more likely to live stream sports at home vs. attending live sports events in person (27 percent).

Before they head back to the stadium, Americans want to see sanitation upgrades implemented, such as cleaning services guaranteeing hygienic wiping down of seats (43 percent); hand sanitizer at every seat (40 percent); mandatory masks for food vendors (39 percent); stadium seating configured for social distancing (35 percent) and maximum capacity limits to ensure six feet between patrons and staff (35 percent).

Ferrero USA Hires Michael Zacharias

This week in leadership updates, Ferrero USA appoints Michael Zacharias as vice president, trade marketing and category management, Google brings on Kelly Waldher as vice president of marketing for G Suite, Yum China chief marketing officer Steven Li steps down and the 4A’s hires Barry Wacksman as board chair and Abbey Klaassen as co-vice chair, as well as welcomes six new board members.

Ferrero USA Appoints Michael Zacharias As Vice President, Trade Marketing And Category Management

Michael Zacharias will lead trade marketing, category management and shopper marketing for Ferrero’s portfolio, which comprises Butterfinger, Nutella, Tic Tac, Kinder, Ferrero Rocher, Crunch and Baby Ruth.

Zacharias most recently served as VP of sales for Anheuser-Busch’s northeast region, overseeing its full profit and loss center.

Google Hires Kelly Waldher As Vice President Of Marketing For G Suite

Kelly Waldher has joined Google Cloud’s G Suite team as VP of marketing, according to GeekWire. Most recently Waldher served as EVP and general manager for Qualtrics. Prior to that, he held various roles at Office 365.

Yum China Chief Marketing Officer Steven Li Departed In November 2019

Steven Li, Yum China’s CMO for over eight years, stepped down in November 2019, as reported by Campaign. The company currently has no CMO.

Li joined Yum China in 2011 following his role as marketing director at Johnson & Johnson China.

4A’s Names Barry Wacksman As Board Chair

Today the 4A’s announced Barry Wacksman as the board chair and Abbey Klaassen as co-vice chair. Sharon Napier has also been re-elected as vice-chair.

In addition, six new members have joined the board. These include Devika Bulchandani, president, McCann North America; Chris Foster, president, North America, BCW; Jason Gaikowski, executive director, customer experience global lead, human-centered design, VMLY&R; Sarah Watson, global chief strategy officer and chairman, BBH New York; Jeff King, CEO, Barkley, as central region director and Angela Steele, CEO, Carat US as eastern region director.

Disney’s Kevin Mayer Resigns To Become TikTok Chief Executive Officer

Kevin Mayer is stepping down as head of Disney’s streaming efforts to become TikTok’s CEO and ByteDance’s COO, Disney announced today. Mayer led Disney’s Direct-to-Consumer and International segment since its founding in 2018 and oversaw the launches of ESPN+ and Disney+ and the integration of Hulu.

Rebecca Campbell will succeed Mayer as chairman, Direct-to-Consumer and International.

Disney also named Josh D’Amaro as chairman, Disney Parks, Experiences and Products.

Consumers Rank Amazon, Disney And Apple Highest On Brand Intimacy

Consumers ranked Amazon, Disney, Apple, Ford and Jeep as the top five brands they have a strong emotional connection with, according to the 10th annual MBLM Brand Intimacy 2020 Study. MBLM surveyed 6,200 consumers in the US, Mexico and the United Arab Emirates in November 2019 about their experiences with nearly 400 brands across 15 industries.

This year’s report features a new top brand, Amazon, with a narrow lead over Disney. Last year’s brand intimacy report included four media and entertainment brands in the top 10; this year, the report includes three.

Thirty-three percent of Amazon users said they can’t live without the brand. Amazon is the only brand to make the top five list across generations.

In terms of retail brands, Walmart comes closest to Amazon, earning the ninth spot on the brand intimacy list. Whereas 21 percent of consumers are willing to pay 20 percent more for Amazon, 14 percent of consumers are willing to do the same for Walmart products.

In second place is Disney; 27 percent of its consumers say they can’t live without the brand. Still, users of Netflix, which ranked sixth on the brand intimacy list, are more likely to pay 20 percent more for Netflix services than Disney consumers are likely to pay for Disney goods and services.

Apple ranked third on the list. Consumers are almost just as likely to pay 20 percent more for Apple products as they are for Samsung products (22 percent for Apple vs. 20 percent for Samsung).

The auto industry has improved its brand intimacy standing, with four auto brands landing the top 10 list, including Ford in fourth place. Jeep came in fifth; 18 percent of consumers are willing to pay 20 percent more for Jeep, whereas 15 percent of Ford consumers are willing to do the same for Ford cars.

The remaining brands in the top 10 list include Netflix in sixth, followed by BMW, Chevrolet, Walmart and PlayStation.

Gen Z respondents ranked Xbox and Spotify as the top two brands they feel a connection with. While Gen Zers agree that both brands have become ingrained in their daily life, more Xbox users (60 percent) felt an immediate connection with the brand compared to Spotify (50 percent).

There were no shared brands among income groups. Both groups ($35,000-$50,000 and $75,000-$100,000) selected retail brands as top performers (Amazon and Target), though the former favors media and entertainment brands more than the latter, which named various industries in its top five (Apple, North Face and Whole Foods).

In terms of consumer goods, people report feeling a close bond with Hershey’s; those with incomes both over and under $100,000 ranked Hershey’s as their favorite, ranking it the highest for inducing nostalgia. Hershey’s was also the top consumer goods brand among women and consumers over 35 years old.

Kellogg’s, Ben & Jerry’s, Nestle and Campbell’s comprise the remainder of the top five consumer goods brands.

Building on its brand intimacy findings in November 2019, MBLM analyzed the top five ranked consumer goods brands in early May to understand how their messaging has changed during the pandemic.

Hershey’s, though its new messaging doesn’t explicitly address the pandemic, has pulled spots of people socializing and has shifted to product advertising. The brand recently partnered with DC Comics to launch limited-time superhero-themed chocolate bars that were distributed to healthcare and emergency workers before being launched in stores.

Kellogg’s messaging focuses on its gratitude for its employees and other essential workers, while Ben & Jerry’s highlights racial and economic justice during the crisis.

MBLM research shows that intimate brands generate millions more dollars in revenue and profit annually and over the long run than the S&P 500 and Fortune 500 top brands. From 2009-2018, brands with a high intimacy ranking saw a 6.47 percent growth in revenue, compared with a 5.08 percent growth in revenue for Fortune 500 brands.

Brands with a high intimacy ranking also have double the number of consumers willing to pay 20 percent more for their goods and services.

Skincare Industry Ad Spend Spikes 38% Month-Over-Month

The skincare industry’s ad spend grew 38 percent month-over-month and hair removal product ad spend skyrocketed from $3.7 million to $10.6 million, according to the latest MediaRadar study.

By spend, the biggest advertisers in Q1 2020 were Johnson & Johnson, Procter & Gamble and L’Oréal, who collectively increased their ad spend on their skincare lines by over $10 million in March.

The anti-aging category saw a particularly strong increase in ad spend at the end of Q1 2020, jumping from $3.5 million in the first week of January to $6.8 million in the last week of March. Neutrogena, Olay and Plexaderm Skincare were the top spenders in this category, with Plexaderm accounting for one-fourth of all ad spots.

Spend on men’s skincare also saw a lift, with average weekly spend on the category up 22 percent in March, when compared to January and February. The biggest men’s skincare advertisers, by spend, include Dove Men+Care, Jack Black and direct-to-consumer brands, Hims and Geologie.

MediaRadar’s analysis also shows that hair removal products more than doubled ad spend by the end of Q1. Hair removal brands Finishing Touch Flawless, Gillette Razors, Trimmers & Blades, MicroTouch Solo, Gillette Venus and Bell + Howell Tac Shaver accounted for a jump in spend, from $3.7 million in January to $10.6 million in March.

The hair care category’s ad spend increased too, surging from $5 million in January to $16.7 million in the first week of February. As stay-at-home orders remain in place, however, hair product advertising tailed off as consumers spent less time on their hair.

Additionally, oral hygiene companies such as Colgate, Sensodyne and Parodontax spent the most on ads in Q1. By the start of Q2, Crest, Listerine and Colgate showed consistent spend on linear television ads.

White Castle To Host Virtual Dance Party To Raise Money For Restaurant Workers

White Castle is sponsoring a live dance party called “Slider Jam,” hosted by Dude Skywalker and streamed on the DJ duo’s Facebook, YouTube, Instagram and Twitch. In celebration of White Castle’s National Slider Day, on May 15, the virtual event will help raise money for the Restaurant Employee Relief Fund, which provides grants to restaurant workers affected by the pandemic. Viewers can make donations through donation links on the platforms where the dance party will take place, on May 15 at 8 p.m. EST. White Castle’s goal is to raise $10,000 from the party.

In addition to the virtual event, White Castle is giving out free sliders at all participating White Castles, no purchase necessary. Fans can redeem the drive-thru offer via a digital coupon posted to the company’s site.

Between May 15 through June 15, White Castle is also giving EMTs, healthcare workers and grocery store and food retail employees 20 percent off all orders placed in its restaurants.

White Castle’s National Slider Day campaign has two social media components. On Friday, it will release video meeting backgrounds “featuring the creative scenes you’ve had a hankering for” on its social media channels with a link to download them.

In an attempt to spread uplifting news, White Castle is encouraging users to post about acts of altruism running as part of a social campaign with the hashtag #CraveTheGood.

The virtual dance party builds upon White Castle’s recent COVID efforts. In early April, it announced that it would give out free meals to healthcare workers and EMTs, from April 7 to April 30 via drive-thru; all they had to do was show their work ID. White Castle also delivered free sliders to hospitals and other healthcare facilities in regions where there are White Castle restaurants.

“Just a week ago, we were seeing little effect (on business from the coronavirus), but then toward the end of last week, as more guidance came out, we did see some declines in restaurant business. But our brand is unique in that we offer consumer packaged goods too … and that business has been really, really strong … though the rest of business … was down significantly as more people weren’t going out,” White Castle vice president Jamie Richardson said in an interview with QSRWeb in mid-March.