Samsung’s ‘Four Seasons of Hope’ Event Raises $1.1M
Samsung Electronics marked the seventh year of its sponsorship of the Four Seasons of Hope charitable initiative last night with a gala held at Cipriani Wall Street.
The dinner, which raised $1.1 million, drew 600 attendees from the CE community along with a raft of high-profile celebrities and athletes whose favorite charities benefit from the company’s cause-marketing strategy. They were wined, dined and entertained by TV celebrity Regis Philbin, former New York Mayor Rudolph Giuliani, and sports figures Jason Taylor, Dan Marino, Boomer Esiason, Arnold Palmer, Michael Strahan and Wayne Gretsky, and with a special performance by Carlos Santana.
Samsung Electronics N.A. president and CEO D.J. Oh said the total donated over the course of the program’s history has exceeded $12 million – a figure achieved with the help of retailer partners that include Circuit City, Best Buy, Sears and the company’s newest “Four Seasons” partner, Staples. “It’s our corporate responsibility to help those less fortunate in the communities we do business in,” said Oh.
Tim Baxter, Samsung executive vice president, said that the Circuit City-Samsung collaboration, which benefited Dan Marino’s autism charity, had created 150 million consumer impressions for Samsung; the effort included a post-football-season “High-Definition Heroes” campaign that set a Guinness World Record for most numbers of athletes at a football signing event.
A recent Sears-Samsung partnership centered around Father’s Day earmarked a portion of Samsung sales for Boomer Esiason’s campaign against cystic fibrosis, with consumer impressions reaching 45 million homes in a two-week period, said Baxter.
With new partner Staples, he said, Samsung will launch a Fall initiative, “Samsung’s Arnie’s Kids Campaign,” structured to benefit the Arnold Palmer Hospital and the Boys & Girls Clubs of America.
And, Best Buy and Samsung are teaming for a retail-related cause-marketing initiative to benefit Carlos Santana’s Milagros Foundation.