Crayola IDEAworks: The Ultimate Creativity Attraction launched the second stop of its nation-wide tour in Charlotte, NC. This exhibition features state-of-the-art digital interactives and hands-on exhibits that challenge visitors and empower their imagination.
Immerse Agency oversaw the digital marketing, traditional media buying, creative, video production, paid and organic social media, and public relations for the campaign. After a successful launch of the event through a multifaceted campaign, the agency conceptualized a large PR initiative to break the world record for the World’s Largest Coloring Page. The goal of the press event was to drive earned media and local buzz towards the middle of the engagement in Charlotte. With the help of over 250 local youth across the Charlotte market, Crayola IDEAworks broke the world record for the World’s Largest Coloring Page, our agency’s fourth world record.
As a result, the initiative was covered by every major media outlet in the region, including The Charlotte Observer, ABC, NBC, CBS, FOX, Spectrum News, the CW Network, and more, driving earned media exposure valued at over $250,000 and simultaneously, generated buzz on organic social media, via influencer marketing, and through other local key partners.