Crayola Bus Tour – 100th Anniversary

CHALLENGE:
To create an engaging retailer focused experiential campaign to promote the Crayola brand in its 100th Anniversary year.

APPROACH:
The Crayola 100 Years of Colour Bus Tour! Fully Crayola branded double decker bus (inside and out) which went on a retailer tour across 10 x locations in UK, designed to encourage consumer engagement with the brand during the key back to school buying period. Different ‘zones’ were created on the bus which were built around key Crayola product launches as well as the brand’s core best selling products. Consumer awareness campaign with regional & trade PR outreach Social media activity to support tour across Facebook and Twitter via #CrayolaOnTour Blogger outreach incorporated into campaign to encourage positive sentiment alongside positive consumer experience

IMPACT:
Over 3,000 visitors stepped aboard over the 10 days (way above expectation!)
Social media reach: 518,159
Impressions 3,294,058 (all done without Crayola UK social media platforms!)
Total reach: 24,246,431
ROI x6