The James Beard Foundation's response to the COVID-19 pandemic was a campaign called Open for Good, which helped independent restaurants survive the crisis, rebuild better, and thrive in the long term. The Foundation enlisted strategic partners to increase consumer engagement. OpenTable featured and promoted independent restaurants. Stella Artois promoted a special 14-ounce "Open for Good" bottle, donating $0.50 to the James Beard Foundation for every bottle purchased. The bottle featured a custom QR code that informed customers of additional steps they could take to support their favorite restaurants. An ad starring Top Chef host Padma Lakshmi encouraged consumers to return to their favorite local restaurants. Other strategic partners used their vast social and local media platforms to drum up demand for local restaurant experiences.

Using your preferred search engine, explore the integrated marketing communications of Open for Good (#openforgood). Which components of the promotion mix were used to engage customers?