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CASE STUDY:
CRAYOLA | A COLORFUL BIRTHDAY CELEBRATION ISSUE: Crayola enlisted the help of Coyne PR to create a “colorful” campaign to generate nationwide awareness for the 50th birthday of one of the most recognized American icons – the Crayola 64 Box – and the eight new limited edition colors being introduced to help celebrate this milestone occasion. IDEA: Coyne PR helped throw a big birthday bash at Toys“R”Us Times Square to celebrate the 50th birthday of the Crayola 64 Box and the introduction of the eight new limited edition colors, called the 2008 “Kids’ Choice Colors.” The celebration featured a kids’ fashion show to reveal the eight new colors – super happy, bear hug, giving tree, awesome, famous, happy ever after, best friends and fun in the sun – all chosen and named by kids. After the show, Crayola unveiled the limited edition 50th birthday 64 Box and a giant replica birthday cake created by Celebrity Chef Duff Goldman from Food Network’s “Ace of Cakes.” In addition to the birthday party, Coyne PR supported the celebration and new color announcement with a creative mail campaign aimed at key short-lead media outlets and a comprehensive viral campaign. IMPACT: Overall, the campaign garnered more than 360 placements, totaling over 25 million impressions. The event generated more than 270 broadcast placements, resulting in more than 14.5 million impressions. National broadcast highlights included “The Early Show,” “Fox and Friends,” CNBC’s “Fast Money” and ABC “World News Now.” On-site media attendance included all four major network affiliates (ABC, CBS, NBC and FOX). Local New York media coverage the morning of the event included WABC-TV (as part of Joya Dass’ morning business report) and multiple hits on the CW 11 “Morning Show.” Additional highlights as a result of the b-roll package included local segments in key markets such as Los Angeles, Chicago, Philadelphia, Boston, Atlanta, Houston, Phoenix, Seattle, Cleveland and Denver. Additional coverage as a result of the creative mail and online campaigns included USA Today’s blog “Pop Candy,” Forbes.com, Atlanta Journal Constitution, Pittsburgh Post Gazette, The St. Paul Pioneer Press, The Star-Ledger, Austin American-Statesman and the Hartford Courant. Footage from the event was also posted to key video sharing sites (YouTube, AOL Video, Yahoo! Video, etc.) resulting in more than 3,200 views. |
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Toy Case Studies
