Last week I went to a concert at the New York Philharmonic which was extremely entertaining.
While looking through the Playbill, I came across this page titled Corporate Spotlight featuring Target. Basically it talks about Target and how many stores they have, how many employees they have and how many millions of dollars they've given.
There is only one sentence in five paragraphs that mentions the NY Philharmonic:
"Target believes in the power of partnerships with leading cultural institutions to foster creativity, promote learning, and build stronger communities. Target therefore is proud to sponsor the 2009 New York Philharmonic Concerts in the Parks as a way to make the arts more accessible to families in the New York City area. "
Unfortunately, I think Target missed a huge opportunity to leverage their sponsorship and connect with the NY Philharmonic audience. I wish they would have created more of a story about the partnership or a call to action to learn more on Facebook.
Yes, I understand that they have several partnerships like this throughout the nation and it takes staff time to activate the sponsorships, but why not utilize the power of social marketing, as they did here? With nearly 500,000 fans, they should be doing more on Facebook, especially around their philanthropic partnerships.
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