|
CASE STUDY:
MARY KAY | A Kiss for CountrySM Philanthropic Campaign ISSUE: Cosmetic powerhouse, Mary Kay, called on Coyne PR to help bring its role as Official Beauty Sponsorship of the Country Music Association (CMA) Awards center stage. After a successful program in 2007, Coyne PR was challenged with continuing the momentum, increasing coverage and extending the life of the program. IDEA: Coyne PR created A Kiss for CountrySM – a philanthropic campaign designed to leverage the popularity of top country music artists through the online auction of their kisses. In 2007, with Martina McBride as the program’s voice, more than 30 country stars literally lent their kisses to the program that were auctioned off online, with all proceeds benefiting the Mary Kay Ash Charitable Foundation programs to end domestic violence. In 2008, Coyne PR enlisted Jewel, a country music crossover star and judge of the popular NBC series “Nashville Star” to help spread the word and generate media interest in the campaign – and a stunning 63 celebrities puckered up! Coyne PR and Mary Kay revealed these kisses in Nashville, the home of country music, at the Country Music Hall of Fame and Museum on the eve of “country’s biggest night,” the CMA Awards. IMPACT: The results were something to sing about! The campaign, which included a press conference, a Social Media Press Release (SMPR), media one-on-one interviews, red carpet coverage and radio row interviews, has already generated more than 58 million impressions and counting! |
|
Entertainment Case Studies
