Resources

Highly Commended in 2004

Example of Excellence in 2005

Re-accredited in 2006

Cause Related Marketing, Example of Excellence

Blockbuster Entertainment Limited and Starlight Children’s Foundation

Dolland & Aitchison Cause Related Marketing Award 2005

Blockbuster Entertainment Ltd, a leading provider of in-home movie and game entertainment in the UK first announced its partnership with Starlight Children’s Foundation at the end of 2001. Blockbuster has formed an integrated Cause Related Marketing partnership with Starlight, which aims to grant the wishes of seriously and terminally ill children and entertain them while in hospital. The partnership was fully rolled out nationally in 2003 after intensive concept testing and has provided significant benefits to both brands.

Processes

Blockbuster’s partnership with Starlight aims to build the company’s image and reputation in its local communities whilst reflecting the brand’s “magical” positioning. It also aims to reduce staff turnover rates through strengthening the emotional bond between store based staff and the company. For the charity, the partnership aims to help Starlight move towards its mission to be able to grant a wish to every seriously ill child in the country and provide entertainment for all children in hospital in the next 5 years. This is achieved through raising awareness amongst key audiences and increasing the number of wish referrals.

The partnership involves two main fundraising mechanics. The first initiative is ‘Starlight Weeks’, which involve various in-store activities. These range from sales staff encouraging customers to make a donation to the charity with each transaction through to staff organising fundraising events. The partnership is promoted extensively, including at the point of sale (POS) in all nationwide stores through leaflets and collecting tins. The partnership is also communicated on Blockbuster popcorn, carrier bags, in-store TV, Blockbuster’s website, its monthly Movies magazine as well as through a staff GAYE scheme.

The second initiative is the ‘Starlight Ball’, an annual fundraising event at which Blockbuster leverages its business partner and entertainment network in aid of Starlight. The 2005 Ball was hosted by the comedian Rory Bremner and was attended by 650 guests including Sienna Miller and Bill Nighy.

Impact

Enhanced corporate profile in the community
Reinforced Blockbuster’s ‘magical’ brand positioning
Increased team spirit and motivation helped turnover rates improve by 24% since the partnership began.
In 2005 there was a 40% increase versus 2004 in the number of Blockbuster’s ‘heavy renters’ who were aware that Blockbuster is supporting Starlight.
Since the relationship began, the programme has generated positive press coverage in 153 publications with a total circulation of 6.7million. Additionally Blockbuster benefited from £54,850 of exposure on Heart 106.2, through a prize draw that drove customers to Blockbuster stores.
Over £586,000 donated in 2005 alone (over £1.5 million in total), representing 20.7% of Starlight’s income.
Blockbuster’s contribution to Starlight has enabled Starlight to increase the number of children helped each year from 50,000 to 400,000
New sources of support from across the film, entertainment, food and drink industry. This is in addition to supporting the Starlight Fun Centre programme in association with Nintendo.
Through The Starlight Ball, over £80,000 of studio time was donated and Starlight now has 10 films about its activities.
Increased awareness of Starlight, being promoted to about 4.5 million Blockbuster members nationwide.