/ 12-12-12 Concert: Superstars and Samsung Shined

Photo by Christine Borkowski and her iPhone

Last night, the 12-12-12 Concert was a star-studded event with good intentions. Celebrities gave their time to perform (Wall Street Journal), answer phone calls and talk about affected areas of the Tri-States. All proceeds went to the Robin Hood Relief Fund. Billy Crystal, when he kicked off the night, explained the concert’s live and televised syndication was accessible by over 2 billion people worldwide.

Mashable referred to the event as the “Largest Event in Music History.” Mick Jagger onstage cracked, “This has got to be the largest collection of old English musicians ever assembled in Madison Square Garden.” It was true. The musicians that defined what music is today stepped on stage and brought the world together for six (awesome) hours of entertainment.

Other than the pretty faces and legendary voices that stepped on stage, which brands made a good impression on their audience?

The sponsors behind the event made their corporate social responsibility (CSR) messages clear: they wanted to help the victims of Hurricane Sandy. Sponsors included Chase (headlining), Samsung Galaxy, State Farm (platinum sponsors), Optimum, Time Warner Cable, Verizon Foundation (gold sponsors), Delta, Poland Spring, (silver sponsors), Duracell Powermat, Hyundai and NRG (bronze sponsors) respectively.

For the first time in my memory, I saw a telethon in which the calls were handled specifically by Samsung Galaxy cell phones. I’m used to picturing the stars of Match Game ‘78 with rotini pasta-like cords, but technology has “exploded” as Clear Channel Entertainment’s John Sykes told Billboard. Samsung also impressed by donating $10 to Robin Hood for each of the first 25,000 Foursquare Check-Ins. The Samsung Galaxy brand was flashed all over the place, whether in advertisements, banners or mentions by NBC’s Brian Williams and SNL veteran Chris Rock (who mentioned all the sponsors – I’m surprised!).

All these corporate sponsors stepped up to the plate because of a hurricane that did incalculable damage. The funds are much needed in areas of New York (The Rockaways, Breezy Point, Coney Island, Long Island), New Jersey (Seaside Heights, Sea Bright, Sandy Hook), and areas as far up as Connecticut and Massachusetts. Although official figures have yet to be released, Samsung, and a myriad of other sponsors took part in a donation effort that garnered over $30 million in aid for the Robin Hood Relief Fund in ticket sales and donations alone (NY Times).

You can still donate at https://donate.121212concert.org/


About Christine Borkowski

Christine Borkowski is the Digital Marketing Lead at STC New York, specializing in digital media. She's seen award-winning projects through from brainstorm to execution working with clients like Accenture, Voss Foundation and Activision. She's a city-loving beach bum whose interests include tech, music and comedy. Marketing communications piqued Christine's endless curiosity at James Madison University (Go Dukes!). Twitter: @Chrissy_Cecilia
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