THE FRANKLIN INSTITUTE
Devising & Executing Record-Breaking Stunt for Premiere Exhibition Opening
Overview
To kick off the multi-city tour of Crayola IDEAworks: The Creativity Exhibition, Immerse Agency was selected to lead the marketing efforts for its world premiere at Philadelphia’s The Franklin Institute. Designed to challenge visitors and spark their imaginations, the exhibition features cutting-edge digital interactives and hands-on displays. Immerse Agency was responsible for a full suite of marketing services, including the marketing plan and go-to-market strategy that featured a robust PR timeline and sustaining campaign.
Overview
To kick off the multi-city tour of Crayola IDEAworks: The Creativity Exhibition, Immerse Agency was selected to lead the marketing efforts for its world premiere at Philadelphia’s The Franklin Institute. Designed to challenge visitors and spark their imaginations, the exhibition features cutting-edge digital interactives and hands-on displays. Immerse Agency was responsible for a full suite of marketing services, including the marketing plan and go-to-market strategy that featured a robust PR timeline and sustaining campaign.
Services
Immerse Agency collaborated with The Franklin Institute’s in-house PR department to establish the opening strategy and public relations timeline. We supplemented their team’s efforts by drafting media alerts and press releases, building the official press kit, and coordinating media outreach and follow-up calls, and similar PR services for the exhibition’s opening. To maximize local and national buzz for the premiere, we designed and coordinated “The World’s Largest Drawing,” a major press stunt featured on CNN and across nearly all local Philadelphia news outlets.
Building on this initial traction, we organized a follow-up media event twelve weeks after securing the world record. We brought the massive drawing into the atrium of The Franklin Institute, inviting children and local youth groups to help color it, which successfully generated a second round of local press coverage.
As the Crayola IDEAworks exhibition transitioned to its next market, we transformed this successful Philadelphia stunt framework into a core pillar of our strategy. We executed a similar promotional initiative to launch the tour stop in Charlotte, NC with “The World’s Largest Coloring Page”.
Services
Immerse Agency collaborated with The Franklin Institute’s in-house PR department to establish the opening strategy and public relations timeline. We supplemented their team’s efforts by drafting media alerts and press releases, building the official press kit, and coordinating media outreach and follow-up calls, and similar PR services for the exhibition’s opening. To maximize local and national buzz for the premiere, we designed and coordinated “The World’s Largest Drawing,” a major press stunt featured on CNN and across nearly all local Philadelphia news outlets.
Building on this initial traction, we organized a follow-up media event twelve weeks after securing the world record. We brought the massive drawing into the atrium of The Franklin Institute, inviting children and local youth groups to help color it, which successfully generated a second round of local press coverage.
As the Crayola IDEAworks exhibition transitioned to its next market, we transformed this successful Philadelphia stunt framework into a core pillar of our strategy. We executed a similar promotional initiative to launch the tour stop in Charlotte, NC with “The World’s Largest Coloring Page”.
Results
The Philadelphia debut of Crayola IDEAworks achieved media coverage success and established strong, enduring relationships with key regional and national media outlets. This groundwork secured consistent press coverage for subsequent tour stops. Ultimately, the campaign in Philadelphia generated tens of millions of impressions, providing critical acclaim and credibility that carried strong momentum into the exhibition’s next location in Charlotte, NC.
Results
The Philadelphia debut of Crayola IDEAworks achieved media coverage success and established strong, enduring relationships with key regional and national media outlets. This groundwork secured consistent press coverage for subsequent tour stops. Ultimately, the campaign in Philadelphia generated tens of millions of impressions, providing critical acclaim and credibility that carried strong momentum into the exhibition’s next location in Charlotte, NC.