|
CASE STUDY:
HARD ROCK INTERNATIONAL | PINKTOBER™ 2009 LAUNCH ISSUE: Celebrating a decade dedicated to supporting breast cancer research and awareness, Hard Rock International challenged Coyne PR with finding a way to make noise for the brand’s 2009 PINKTOBER™ program. The PINKTOBER™ program included a series of live music and fundraising events at Hard Rock establishments around the globe and limited-edition merchandise designed to raise awareness and funds for the cause. IDEA: The global launch featured “Artist Ambassador” Melissa Etheridge (breast cancer survivor, Oscar® and two-time GRAMMY® winner and multiplatinum recording artist) and incorporated a three-day series of interviews and performance-based events that literally took flight! Designed to empower women and survivors, the launch included a concert at Hard Rock Cafe New York, after which Melissa Etheridge boarded a “Pink Plane” and performed an acoustic rendition of her hit single “I Run for Life” for breast cancer survivors, fans and media as she traveled to Washington, D.C. to participate in a breast cancer awareness symposium at Hard Rock Cafe Washington, D.C. IMPACT: Coyne PR generated amazing international, national and local coverage for the launch of PINKTOBER™ 2009, with more than 203 million media impressions. Highlights included USA Today, Rolling Stone Magazine, “Good Morning America,” “Live with Regis and Kelly,” “EXTRA!,” “Access Hollywood,” OK! Weekly, STAR Magazine, People Magazine Online, New York Post and New York Daily News. |
|
Entertainment Case Studies
