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CASE STUDY:
WALT DISNEY WORLD | 20th ANNIVERSARY OF 'WHAT'S MEXT' ISSUE: Coyne PR was challenged with breaking through the clutter of Super Bowl XL in Detroit for Disney Parks and Resorts and its iconic “I’m Going to Disney World” campaign. Traditionally, most of the campaign’s coverage is post-game (which player is chosen and parade highlights) and doesn’t take advantage of the game’s week-long media hype. IDEA: With the campaign celebrating its 20th anniversary at Super Bowl XL, Coyne helped make the coverage XL with an in-market media event, celebrity spokespeople and national marketing and advertising coverage for the campaign’s first-ever pre-game advertisement. Coyne created a new “I’m Going to Disney world” logo and utilized former Disney stars – Phil Simms and Emmitt Smith – to highlight the behind the scenes of the campaign. Disney showcased campaign highlights in downtown Detroit by projecting 200’ oversized stills on the CompuWare building. Super Bowl star Hines Ward joined the tradition with a post-game trip to Orlando and a parade down Main Street, U.S.A. IMPACT: The “I’m Going to Disney World” was named one of the “Top Five” Super Bowl XL PR campaigns by an independent audit (joining Coyne’s other Super Bowl XL client – Campbell’s Soup) and highlights included CNN, Jimmy Kimmel Live, ESPN, as well as hundreds of local market television and sports radio hits. |
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Sports Case Studies
