Community-based marketing

I've been seeing a few examples of how a corporation has been trying to win over a community. OK, there's the Wal-Mart saga, which took on political activism in an egregious direction for its cause. IKEA's been at it, more in the background, more in Red Hook, but now with a full out "Everyday Fabulous" Campaign. Washington Square Park was overrun by mimes (courtesy of Virgin Mobile) and angels in Bryant Park (courtesy of Kraft Foods Philadelphia Cream Cheese "A little taste of heaven" campaign).


Image by Hubert Steed


From newyorkette

All strike me as terrible and transparent. I suppose that Virgin and Krafts have no physical stake in New York per se, unlike IKEA and Wal-Mart. For all, and given the deep pockets for marketing, is this the best they can do? I noticed quite a few people taking advantage of the photo-op of the mines (and probably of the Angels too, though perhaps people are too jaded in Midtown). People/communities stand to gain nothing with this type of activity. It would be great if they did something different that was more meaningful and long-lasting.