|
CASE STUDY:
HASBRO | CANDY LAND 60TH BIRTHDAY CELEBRATION ISSUE: Hasbro brought Coyne PR on board to generate nationwide awareness for Candy Land’s 60th birthday. IDEA: Coyne PR conducted a focus group consisting of several children of Coyne employees. The children, the majority of whom fell into the Candy Land age demo, made it clear that the Candy Land path, moreso than any one character, is the star of the game. Extensive research into high-profile (and winding) paths began…and the curves of Lombard Street in San Francisco turned out to be a perfect match to be transformed into the magical, colorful and vibrant Candy Land path. Coyne PR worked closely with the Lombard Street resident’s association and the city of San Francisco to secure the event location. The street was transformed into a larger-than-life-sized version of the game using 41 12’ x 14’ colored squares that matched the sequence of the game board. Three different groups, including children from the University of California-San Francisco Children’s Hospital, the San Francisco Chapter of Friends of the Children, and residents of Lombard Street were divided into four teams to represent the real-life game pieces. Oversized game cards dictated the moves along the colored path, which was nearly 30,000 times the size of the actual game board. King Kandy, Princess Frostine and Lolly were on hand to offer encouragement and join in the celebration. To capture the compelling images, Coyne PR enlisted a helicopter for video and photo coverage, and employed a 65-foot telescopic boom at the base of the street for cameramen and photographers. IMPACT: To date, Coyne PR has generated nearly 800 broadcast placements, including six national broadcast hits - CBS-TV’s “The Early Show,” ABC-TV’s “World News Now,” Fox News Channel, MSNBC, CNN’s “Headline News,” and an Associated Press broadcast segment. The Associated Press TV posted its story on YouTube, resulting in nearly 6,000 views in the first 72 hours. Print and online highlights included The Associated Press, San Francisco Chronicle, Los Angeles Times, USA Today’s “Pop Candy” and Getty Images, resulting in 400 online stories. The Associated Press event photo was ranked as the 8th most popular search term the day after the event on the Yahoo! Homepage, and the event photo was Yahoo!’s second-most emailed photo for the week of August 17. |
|
Toy Case Studies
