Opry Mills builds a tower of shoes
Cause Marketing: Cause Marketing is the art of combining your commercial brand with a non-profit issue. Cause marketing campaigns have years of history and range from relatively superficial tactical partnerships, to long-term, strategic alliances that penetrate deeply into business and nonprofit organizations.
Opry Mills has teamed up with Soles4Souls this Christmas, to bring new and gently-worn shoes to thousands who need them around the world.
The shopping center’s plan is especially ambitious. The goal is to build the world’s largest Tower of Shoes, and with over 20,000 pairs of shoes donated so far, it looks like the plan has succeeded. Shoppers can donate their own gently-worn shoes (which will be refurbished, or, if necessary, recycled), and they can also donate $2 per new pair of shoes they want sponsor.
Opry Mills is displaying the Tower, which is currently 12 feet tall with one more week to go. The Tower features stories and photos of people who’ve been helped by the charity.
