How a Cause Marketing Campaign turned into a Brand Marketing Campaign with a Cause

In 2015, AutoNation requested a one-month campaign that would help raise money to fight breast cancer. Instead, a movement was created that became larger than anyone could have imagined. The success of DRV PNK inspired America’s largest automotive retailer to completely rethink their business model. Not just for one month, but permanently. The campaign transitioned AutoNation from a company that sells and services vehicles into a company that is dedicated to driving out cancer, and just so happens to sell and service vehicles. Now, every car sold or serviced at any AutoNation location receives a DRV PNK license plate frame and a donation is made to drive out cancer. Since the campaign’s launch, nearly $35 million dollars has been donated. Let’s explore the impact DRV PNK has had on AutoNation, the auto industry, and the community.