Big brands are doing good deeds and making the local nightly news as a result. For instance, McDonald’s is in the news for putting messages on its paper cups to help educate and motivate people to get vaccinated.
“We all want to protect ourselves and our loved ones and be together with our communities again,” said Genna Gent, McDonald’s USA vice president for global public policy and government relations.
“Thanks to McDonald’s, people will now be able to get trusted information about vaccines when they grab a cup of coffee or order a meal,” said Department of Health and Human Services Secretary Xavier Becerra. “Ending this pandemic requires all of us working together to do our part, including encouraging our friends and family to get vaccinated.”
How ’bout Some Freebies?
McDonald’s is joined by Krispy Kreme who was one of the first brands to offer a promotion of free glazed doughnuts if you showed a vaccine card. White Castle soon followed suit with a free dessert-on-a-stick.
Unilever’s Klondike brand is also in the news because it enticed people to get vaccinated with free popsicles and Klondike shakes.
Pay Real Wages and Prosper
Chipotle is in the news for raising wages to $15/hour, beginning in June. The burrito maker is also Tweeting about it, saying, “Our crew members can advance to a Restaurateur, the highest General Manager position, in as little as 3.5 years, with average compensation of $100,000.”
Brands love good press, and they can earn it consistently by uplifting people in the community.
Like most things that help add value to a brand, earned media is not rocket science, it’s common sense applied.