Situation Overview

The “BK HopeFest” media relations kickoff officially launched the series of phase-based community initiatives to ramp up community awareness and increase brand visibility for HavenHouse, a St. Louis-based Non-Profit that provides the comfort of home and a community of support for families traveling to St. Louis for medical care.  The over-arching goal was to increase social leadership and participation for HavenHouse; ultimately positioning the Burger King/Haven House brand partnership as a “household name” in the St. Louis-Area community.

Approach and Outcome

DJG developed a hybrid social media meets traditional strategy and executed a sponsorship program for HavenHouse’s signature fundraising event that raised over $150,000 in cash and even more from in-kind contributions from other DJG clients and STL corporations directly for a combined total of over $1million.

The BK sponsored re-branding of HavenHouse’s signature fundraising event HopeFest included the introduction of the new slogan and theme, “Experience Hope in Action”, presented by Burger King. By building the event around the story of real patients and weaving powerful messages and testimonials into the tapestry, DJG put every BK resource to use including six digital billboards from DDI Media (Ad equivalency value of $48,000 over 4 week ad cycle and display featured a daily traffic count of 121,490 cars per day, and a D.E.C. of 77,754 cars per day.) and they wrote and produced a series 30 sec public service announcements (15 spots per station that aired on six Clear Channel stations for a total of 1.3 million people (as far as cume). Social Media reach was a little over 500,000 valued at $9,500.00 per week for total Ad equivalency of $38,000.00.