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ISSUE:
Crayola challenged Coyne PR to generate media attention for Crayola’s outdoor line of products, and specifically wanted to focus an idea around demonstrating how Crayola inspires creative outdoor play. The concept needed to take place in May to coincide with product availability.
IDEA:
Coyne PR created the Crayola Outdoor Fitness Challenge, a nationwide initiative aimed at inspiring families to spend more time exercising their bodies and minds. The challenge included an online pledge on the Crayola Web site where parents would agree to dedicate a specific amount of hours each day to creative, outdoor play with their children. The site was also filled with tips and activities for families.
To draw attention to the campaign, Coyne PR focused on a truly “ownable” activity for Crayola’s outdoor product line – hopscotch. Coyne PR enlisted the help of 1996 Olympic gold-medal decathlete Dan O’Brien to attempt to break the Guinness record for the World’s Fastest Game of Hopscotch (yes, one exists).
Coyne orchestrated a three-day media blitz in early May at Chelsea Piers in New York City, including a “training day” /pre-event press conference, a satellite media tour, and culminating in a media event to attempt to break the world record. Surrounded by third graders from the William T. Harris School (PS 11), Dan O’Brien eclipsed the official world record by a second – hopping, skipping, and jumping his way to a Guinness World Record time of 1:21:63.
Post-event, Coyne implemented a blogger tour to top mom blogs about the Outdoor Fitness Challenge.
IMPACT:
The campaign garnered hundreds of stories in a two week window, including coverage in the Associated Press, USA Today, Los Angeles Times, The New York Times, Sports Illustrated, New York Daily News, Newsday, Fox.com and more than 240 broadcast segments in top markets including New York, Boston, San Francisco, and Atlanta. The blogger tour generated over 527,000 impressions and over 2,200 comments. |
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Toy Case Studies
