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Loyalty360 Reads: April 24 | Amazon Partners with Food Banks, NBA to Create Direct-to-Consumer Game




Oscar Mayer Looks to Keep Cookout Season Alive
Oscar Mayer has announced a social media campaign to encourage barbecues while also respecting social distancing requirements. This campaign was launched with what the brand thinks a social distancing barbecue might look like, with everyone grilling in their driveways and waving to one another. Oscar Mayer also plans to donate 1 million meals to the nonprofit Feeding America on May 2, which is the same day Oscar Mayer is asking people to come out for their Front Yard Cookout. The brand has said they will share up to 1 million additional meals if fans post photos of their front yard cookouts on Twitter with the hashtag #FrontYardCookout throughout May.
American Eagle Outfitters Donating $1 Million and 1 Million Masks to COVID-19 Relief Efforts
The retailer American Eagle Outfitters is donating $1 million to the COVID-19 relief effort as well as one million face masks to healthcare workers. The brand has also contributed to the effort in other ways, like donating to the American Food Fund, World Central Kitchen, and Feeding America. “A strong sense of community is at the heart of everything we do and is more important now more than ever,” Jennifer Foyle, Aerie global brand president, said in a statement. “While these challenging times are uncharted territory for all of us, this mission remains more important than ever.”
Corporate Social Responsibility
Amazon Teams with Food Banks to Deliver Meals to People In Need
Amazon has announced its plans to deliver six million meals to needy populations impacted by the pandemic. The tech giant said it is partnering with food banks in 25 U.S. cities. “Emergencies often impact the most vulnerable the hardest. Now, more than ever, access to nutritious food is essential to keeping our community healthy,” Barbara Abbott, vice president of supply chain at the San Francisco-Marin Food Bank, wrote in an Amazon blog post. “But we can’t do it alone. Thanks to Amazon’s support, we are continuing to deliver senior boxes to the community. Our staff and our participants alike are grateful.”
Dickies/VF Corporation to Produce 3.4 Million Isolation Gowns in Support of US COVID-19 Response
The clothing brand Dickies has announced it will help support the fight against COVID-19 by making FDA-compliant isolation gowns for hospitals and healthcare workers. “Dickies has stood alongside generations of workers and in light of these unprecedented times, we’re joining in the effort to help healthcare professionals on the frontlines,” said Denny Bruce, Dickies Global Brand President, in a press release. “As a heritage brand that goes to work, especially when the work gets tough, we are committed to equipping these workers with the critical medical garments they need to protect themselves as they continue the fight against this pandemic.”
The initial production for these gowns will begin this week, and the brand expects to make and deliver 50,000 gowns in May as well as intends to create production capacity to make up to 675,000 gowns by June and up to 3.4 million by September.
NBA to Create New Direct-to-Consumer Game Streaming Service with Microsoft
The NBA has announced it has entered into a multiyear deal with Microsoft to create a direct-to-consumer platform that will use artificial intelligence to give personalized live game broadcasts and other content. This platform will include NBA League Pass, as well as include real-time stat overlays, alternative audio, video feeds, and gaming elements. Also mentioned in the above article, it will give fans the chance to earn “loyalty points” when they watch games, share content, or buy tickets or merchandise. “This partnership with Microsoft will help us redefine the way our fans experience NBA basketball,” NBA commissioner Adam Silver said in announcing the pact in the Variety post linked above. “Our goal, working with Microsoft, is to create customized content that allows fans – whether they are in an NBA arena or watching from anywhere around the world – to immerse themselves in all aspects of the game and engage directly with our teams and players.”


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