Issue: Crayola enlisted the help of Coyne PR to create a “colorful” campaign to generate nationwide awareness for the 50th birthday of one of the most recognized American icons – the Crayola 64 Box – and the eight new limited edition colors being introduced to help celebrate this milestone occasion .

Idea: Coyne PR helped throw a big birthday bash at Toys“R”Us Times Square to celebrate the 50th birthday of the Crayola 64 Box and the introduction of the eight new limited edition colors, called the 2008 “Kids’ Choice Colors.”  The celebration featured a kids’ fashion show to reveal the eight new colors – super happy, bear hug, giving tree, awesome, famous, happy ever after, best friends and fun in the sun – all chosen and named by kids. After the show, Crayola unveiled the limited edition 50th birthday 64 Box and a giant replica birthday cake created by Celebrity Chef Duff Goldman from Food Network’s “Ace of Cakes.”  In addition to the birthday party, Coyne PR supported the celebration and new color announcement with a creative mail campaign aimed at key short-lead media outlets and a comprehensive viral campaign .

Impact: Crayola was “super happy” with the results.  Coyne PR generated more than 200 broadcast placements, including coverage on national morning shows “The CBS Early Show” and “Fox & Friends” and top national radio outlets including CNN Radio, CBS National Radio and USA Radio Network.  The day of the event, the team secured segments on the WABC-TV and CW11 morning news programs in addition to securing all of the top New York affiliates (ABC, CBS, FOX and NBC) at the event, along with photographers from the New York Post and New York Daily News.  Immediately following the event, Coyne distributed a social media press release (SMPR) to key websites and blogs, resulting in a placement on the very popular USA Today ‘Pop Candy’ blog.  Event footage was also posted to key video sharing sites such as, YouTube, Yahoo! Video, Google Video, AOL Video and MetaCafe, which has generated thousands of views.