Dropcards™

Hard Rock Cafe: Serve 4

For their fourth benefit compilation – SERVE 4, The Hard Rock Benefit Album to fight hunger and poverty – Hard Rock utilized a full Dropcards download card campaign in which all proceeds went directly to World Hunger Year (WHY), which is an organization dedicated to fighting the root causes of hunger and poverty.

This Dropcard contained rare or unreleased tracks from artists such as Elvis Costello, O.A.R. and The Raveonettes and included a powerful John Lennon solo track provided especially for the collection by Yoko Ono Lennon.

For this campaign, we created an unique eco-friendly digipak with a diecut see-through cover to showcase the SERVE 4 download card. We also developed a data collection widget that was embedded into the Hard Rock website. The widget collected such data as email addresses and geographic locations, which is a seamless way to reconnect with an engaged audience to provide essential information at a later date.

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