Oakley and Chile

• 33 miners in Chile get trapped.
• They are found to be alive .
•  Rescue operations get underway.
•  There is a huge media buzz.
• Companies get together to help them.
• Some try to figure out a way to capitalize on this huge media event.
• The marketing guy in Oakley figures it out.
• Oakley donates 33 sunglasses which usually run for $200 each . Total cost = $6600.
• Each miner wears these glasses when they emerge.
• Millions of viewers look at the miners (and at the Oakley glasses)
• Reaching out to so many viewers would have otherwise cost Oakley around $40 million dollars .
• Oakley saves $39,993,400 in advertising cost...and they get to help along the way.
• Go Oakley !