Dell has teamed up with Siobhan Gunning to create an exclusive (PRODUCT)RED design for Dell's Studio 15 laptop line - only for Seventeen Magazine readers.
But here's the cool part. When you purchase a Dell Studio laptop with the (PRODUCT)RED artwork, Dell will contribute $20 to the Global Fund to help eliminate AIDS in Africa.
Dell has a long history of supporting pro-social initiatives and been one of the leading and most actively engaged (PRODUCT)RED partners.
The Dell-Seventeen Magazine partnership is a great example of how to get those socially conscious Millennial's actively involved in your brand. Dell is one of many companies that have pro-social marketing programs geared towards Gen Y.
Last week at the YPulse Mashup East, Ron Faris, Virgin Mobile's Director of Brand Development and Partnerships talked about several of their own pro-social intiatives.
For example, at the 2008 Virgin Mobile Festival, the Charity Dome featured a gallery of various artists’ visualizations of homeless youth. 20 charities were represented and over $180K was donated. Their latest pro-social program, Homeless Youth TV, is set to shine a light on the nearly 1 million homeless teens living on the streets across America.
Dell, Seventeen and Virgin Mobile are all proof that a company can do good and still do well.