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ISSUE:
Hasbro enlisted the help of Coyne PR to unveil a new line of preschool games, Elefun & Friends, in a unique and engaging way.
IDEA:
Key editors, bloggers and industry influencers were invited along with their families to the Hasbro VIP tent at Cunningham Park in Queens, New York as part of the Big Apple Circus. Media attendees and their families got the opportunity to get their picture with circus performers, stuff their bellies full of popcorn, hotdogs and cotton candy, and most importantly play with the Elefun & Friends collection of games including the two new games: Giraffalaff Limbo and Scatterpillar Scramble and other favorites such as Elefun, Hungry Hungry Hippos and Gator Golf. The day epitomized what the line of games is all about “silly, active, fun.” Media attendees jumped, limbo-ed and laughed alongside their kids while experiencing firsthand what family fun is all about.
Following the event, Coyne executed a comprehensive media relations program, a blog tour and a creative mail campaign.
IMPACT:
The feedback from the event was tremendous! A “Today Show” producer said of the event, “It was great to do a family activity that both our 3 year old and 16 year old could enjoy together and they certainly did! It was really a great time.” The event included media attendees from the “CNN Money,” American Baby, Parents, Working Mother and Ser Padres. As a result, Elefun appeared on the “Today Show” in a segment highlighting the top 10 toys under $20.
Results of the media relations program included coverage in such high-profile media outlets as Good Housekeeping, Parenting, Parade, Houston Chronicle, Salt Lake Tribune, Asbury Park Press, About.com Toys and Babble.com.
The social media campaign generated over 250 posts garnering over 5.3 million impressions. Additionally, nearly 15,000 consumers downloaded a coupon for a discount on the Elefun & Friends games.
Final results for the campaign yielded more than 129 million impressions. |
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Toy Case Studies
