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CASE STUDY:
CHUNKY | LADAINIAN TOMILSON CHUNKY AD SHOOT ISSUE: Chunky soup looked to Coyne PR to maximize coverage of its sole star, LaDainian Tomlinson, in its latest advertising campaign, with an expressed interest in the social media realm (i.e. blogs, forums, discussion boards). Additionally, the Coyne team was charged with expanding outreach for the Campbell’s Chunky/NFL Tackling Hunger® program including its NFL player Weigh-In events and Click for Cans online food drive. IDEA: During the ad shoot in Los Angeles, Coyne PR not only leveraged LT’s down time on the set of the shoot with national and local traditional media interviews, but also provided him with a camera to shoot his own behind the scenes footage. Since Coyne PR’s research showed that both NFL national and local blogs rarely have access to players, Coyne PR coupled the footage with quick facts about the shoot and photos into a Social Media Press Release. The SMPR was distributed to both national and local NFL blogs after the shoot and again the week leading up to the launch of the campaign, which included the finalized ads. For the Campbell’s Chunky/NFL Tackling Hunger® program, Coyne PR offered interview opportunities to key national NFL bloggers at the Chunky soup Weigh-In events with LT and Adrian Peterson, where the running backs and their moms weighed in, literally, to raise much needed food donations for local food banks. Finally, Coyne PR is currently reaching out to fan bloggers in all 32 NFL markets regarding Chunky soup’s annual Click for Cans online food drive. IMPACT: The Chunky team was bowled over by both the traditional and social media results of the ad shoot and launch, which generated more than 200 stories, including ESPN, E! “The Daily 10”, Yahoo! Sports, Maxim.com, SI.com, and ESPNtheMag.com. A total of 70 stories resulted from blog posts and online pickup of the behind the scenes footage and ads on YouTube, which to date has received nearly 7,400 views. In addition, the Campbell’s Chunky/NFL Tackling Hunger® program, including the Weigh-In events and the Click for Cans online food drive, have generated more than 95 unique blog and forum posts to date. |
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Social Media Case Studies
