"emotional connection" with a brand.

        • Discuss the importance of an "emotional connection" with a brand. List other brands that have solid emotional connections paired with cause-marketing. • How did the public donation to Pennsylvania State University contribute to the tone of the campaign? • Have students develop a list of ingredients that would go into a "flavor launch." • Discuss the design of a "media multiplier" to expand impressions. • How did the "Ice Cream Social on Capitol Hill" bring more publicity? Is this a typical publicity stunt? • How did the campaign use Craigslist.com to reach out?