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CASE STUDY:
HASBRO | BROADWAY PLAY ABOUT A PLAY ISSUE: The Coyne PR Toy Team was faced with the challenge of launching Hasbro’s newest collection of games – Noodleboro. IDEA: To help the media see, hear and understand the concept of the games, Coyne PR brought the games to life with a thirty minute three-act play featuring the lighthearted adventures of the Noodleboro kids. Held at New World Stages, guests were treated to all the fanfare associated with the opening night of a Broadway show! Paparazzi snapped pictures as media and VIPs entered and walked the red carpet. They were then led inside where specially-designed scenery recreated Main Street in Noodleboro. Areas were set up in the town to represent the three games in the collection, including a pizza palace which served a variety of pizza and a park, complete with astro-turf grass and picnic tables full of food. Once inside the theatre, guests watched the characters in the games come to life right before their eyes! The characters were played by actors who have appeared in high profile shows including “Fiddler on the Roof,” “Cats” and “Curtains.” Following the event, Coyne executed a comprehensive media relations program, which included a nationwide survey, a national broadcast media tour, a blog tour and a one-of-a-kind creative mail campaign. IMPACT: The play received a standing ovation from both the client and the media. Attendees ranged from national parenting magazines including American Baby and Cookie, to the “Today Show” to blogs such as Babble.com. According to Jessica Hartshorn, Senior Editor of American Baby, “It was unbelievable! I had so much fun. I’ve never been introduced to a product in such a creative way. The concept is so easy to understand.” Results of the media relations program included three national wire stories (Associated Press, Scripps Howard News Service and McClatchy Tribune); coverage in such high-profile outlets as American Baby, CNNmoney.com; Forbes.com, Toy Wishes, Cincinnati Enquirer and multiple stories in the Providence Journal; more than 25 broadcast interviews nationwide in such key markets as Los Angeles, Chicago and Detroit and over 100 blog postings as part of the blog tour. Final results for the entire campaign yielded over 20 million media impressions. |
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Toy Case Studies
