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CASE STUDY:
CANDYSTAND.COM ISSUE: Just days after the purchase of Candystand.com from the Wm. Wrigley Jr. Company, Funtank looked to Coyne PR to continue to generate widespread awareness for the site now that it was under new ownership, while also breaking into the ad/marketing media to garner news that the site was now open for multiple advertisers for the first time. IDEA: Coyne PR employed a two-prong strategy to effectively tackle the task at hand. In addition to launch stories in Ad Age, Media Week, and BrandWeek, Coyne PR spread the news that one of the top online gaming destinations would be bigger and better than ever under Funtank and it did so by leveraging its newly hired President, Scott Tannen, formerly with Wrigley. Tannen was the nuts and bolts behind the Candystand.com operation for the last 10 years and by generating feature profile stories on him, the news was out that the site would be more engaging for consumers … and advertisers. IMPACT: Just 14 weeks from launch, Coyne PR garnered more than 180 stories in both trade and consumer press, reaching 38 million consumers. Now that the site has launched and profiles on Tannen have been placed, the team is now looking to secure op-ed pieces within the trades on his behalf in addition to speaking opportunities on panels at appropriate trade shows. |
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Entertainment Case Studies
