The 2010 Hillbilly Christmas in July “Do it for the Kids” is an annual event, with proceeds benefitting the Shriners Hospital for Children in Lexington, Kentucky.

One event involves a motorcycle parade around Pikeville. Part of their awareness building campaign was a terry cloth wristband give-away.

Kudos to event organizers for coming up with such a perfect promotional idea for the event. Choosing a product that reflects the spirit of the event will drive engagement with the brand.

What can spur higher levels of engagement?
    – Pride in belonging to a group, organization, or cause
    – Novelty in the way that pride is expressed (the coolness factor)
    – Usefulness to the recipient

Ability to achieve the sponsor’s objectives is the end game of any promotional outreach. Just throwing something out there with a brand label on it does not always serve the greater purpose. Thoughtful reflection can make a whole lot of difference in the return on your promotional investment.

For more information regarding this event, visit the website at hillbillychristmasinjuly.org.