CASE STUDY: CRAYOLA | Say “Cheese” for Lights, Camera, Color!

ISSUE:
Coyne PR was charged with creating a media event to unveil “Lights, Camera, Color!,” a groundbreaking launch from Crayola which takes the coloring experience to another level by allowing kids to literally color their own world. The web-based program allows users to upload their digital photos and transform them into personal coloring pages.

IDEA:
Long-lead media and toy industry influencers were invited to Coyne’s NYC office for a special presentation of this new online application. Guests were greeted by “Tip” the crayon mascot and were given the opportunity to take a photo with the colorful character. Editors were then provided with an interactive guided tour of the online application. In the weeks leading up to the event, editors were also asked to provide personal photos so that customized coloring books could be created and distributed at the close of the event. Editors were impressed and truly understood the application when they saw their family photos printed out and transformed into the personal coloring books!

IMPACT:
The event was a success with major long-lead publications such as American Baby, Parents, Cookie, Family Circle, Redbook and Working Mother all in attendance. Additionally, key industry influencers from the Toy Industry Association (TIA), A Time To Play Magazine and Playthings also stopped by to preview the new application. The feedback from the event couldn’t have been better with an editor from Parents magazine proclaiming the application was “Totally amazing. I am so excited about this – can’t believe it! If I could, I would stop the presses and include Lights, Camera, Color! in the upcoming issue.” A number of key placements resulted from this event, including hits in Parents, FamilyFun, Ser Padres, Newsday and Toys & Family Entertainment.