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This case was written to demonstrate the power of social marketing in adding to the success of the band U2. The case first reviews the history of the Irish band up to their 2010-2011 360 degrees tour and their rise to fame and concludes with questions on future decisions to be made. Keys to their success have been their focus on the US market, their touring choices and their close relation to fans. From their early beginning, the band also chose to support various social causes, from fighting AIDS devastation, malaria and famines in poor developing Africa to the defense of human rights in Burma, to the protection of the environment. The case explains how U2 communicated about the causes they support via their web site and how they were integrated in their product delivery. Finally, choices of sponsors, whether global or local, are discussed. The conversation between Paul McGuinness, U2's manager, and the band demonstrates that all band members are involved in the planning process, marketing strategies, and are aware of the environmental impact and high cost of tour operations. The case ends with a conversation between the band and their manager as they are discussing future strategies.