Super group U2 did something that not many artists have thought of doing. By breaking the concept of the starving artist, they took money out of their own pockets and gave it to people that are in far greater need, in this case, the Global Fund to Fight AIDS.
The band hasn’t released an album in five years. So, obviously, the best way to promote their new material is to use the Super Bowl, which is considered an unofficial holiday to most Americans.
It is reported through Billboard that U2 raised $3 million from their Super Bowl ad. In unison with Bank of America and (Red), they bought an advertising spot during the Super Bowl and performed their new hit single “Invisible.” At the end of the ad it stated that all downloads from iTunes before midnight would go towards the fund. Three million people listened and downloaded. The single is available today but costs $1.29. The proceeds still go to the Global Fund to Fight AIDS.
This PR achievement bodes well for all parties involved. The Global Fund to Fight AIDS gets the money that is needed to fund more research. (Red) further establishes itself as a leader of AIDS awareness. Bank of America proves that corporations think about not only profits, but that happy people make a happy planet. U2 aligns their brand as a supporter of AIDS research. Together, they all prove this alliance was a perfect match.
Nothing speaks more volumes than the three million dollars raised because it is a measurable number. In PR, the consistent question asked is, “Is it measurable?” If something is measurable you can keep your job for another day. If not, you might be looking at the back of a person’s head in the unemployment line.