CASE STUDY
Brand Integration And Event Sponsorship
Little Duke Rancic’s First Birthday Party
Hollywood Branded Inc. secured and activated a multi-platform marketing sponsorship for Crayola as the Official Activity & Craft Sponsor for Giuliana and Bill Rancic’s son Duke’s First Birthday Party on August 11th, 2013 at the Triunfo Creek Vineyards in Agoura, CA. Public feedback and the reach of this sponsorship far surpassed the client’s expectations and the trickle-down affect of social media influence stock-piled for days. Read on to see the results we generated for the Crayola brand…
NATURAL INTEGRATION OF BRAND INTO CELEB EVENT
E! News co-anchor and Style Network reality stars Giuliana and Bill Rancic celebrated their son Duke’s 1st birthday by throwing him a western themed party with interactive kid-friendly activities, including a Crayola Craft Station.
FEATURED ON E!
STAR POWER FOR THE CRAYOLA BRAND
Giuliana and Bill Rancic’s baby son Duke celebrated his first birthday in style on Sunday with a cowboy-themed birthday party! Check out the pics, courtesy of In Touch. The “Giuliana & Bill” stars spared no expense, splurging on a petting zoo, mechanical bull and Crayola coloring station. “He had the greatest time,” Bill told the mag, while Giuliana added, “Duke’s eyes lit up all day long.”
Celebrity Social Influence
Word-of-mouth has always been the greatest form of advertising. Crayola not only benefited from the tremendous audience already established by celebrity social media influencers, Giuliana and Bill Rancic, the brand also received subsequent word-of-mouth from their fans and followers. Including shares and retweets, the return on Crayola’s sponsorship opportunity reached un-measurable heights.
- Guiliana Rancic, Twitter Followers – 3,139,264 90%
- Guiliana Rancic, Instagram Followers – 664,654 85%
- Bill Rancic, Twitter Followers – 448,663 83%
TOTAL SOCIAL REACH OVER 4.5 MILLION!
LET US INTEGRATE YOUR BRAND
PRINT MEDIA COVERAGE
Crayola gained the opportunity for repeat exposure by landing coverage of the event inside InTouch Magazine. With a pretty great tabletop life span, the published article gave the Crayola brand an great shot at repeat exposure.
SOCIAL MEDIA COVERAGE
From hashtags to the bringing up of nostalgic memories, the Crayola brand was all over social media, generating comments and repeat brand-name statements.
Hollywood Branded Result
Hollywood Branded created and staffed the Crayola Craft Station for children of all ages to enjoy a number of Mess-Free activities, including coloring, finger painting, and creating clay toys. The My First Crayola Mess-Free Finger-Paint and Paper was also a big hit with the parents! iNTOUCH Weekly covered this exclusive event and more coverage can be found on Spyghana.com, ExtraTV.com, and iNTOUCH Weekly.com. Crayola received three (3) seconds of branded onscreen exposure of the Crayola Craft Station on E! News, which is hosted by Giuliana Rancic.
HB SERVICES PROVIDED
- On-Site Management
- Brand Integration
- Sponsorship Acquisition
- Event Management
EVENT ACTIVATION
Event build out and activation at Duke’s First Birthday Party. (August 11, 2013). Press attendance and TV show filming occurred on site.
PRINT MEDIA
Inclusion in the exclusive In Touch magazine article with a Crayola mention. Appeared both online and in print edition. (8/14/2013)
DIGITAL MEDIA
- In Touch Magazine digital site inclusion (August 13, 2013)
- In Touch Magazine pickup on various digital outlets. (August 13, 2013)
SOCIAL MEDIA
- Tweet/Instagram from Giuliana Rancic, reaching over 3 Million followers.
- One (1) Tweet from Giuliana with an article link that references Crayola and pictures from the event. (8/14/2013)
BROADCAST MEDIA COVERAGE
Style Network’s reality series Giuliana & Bill will include in-show brand integration with Verbal Mention & Logo Shot for Crayola. (Airs January 2014). E! News show coverage of the event included images of the Crayola Activity & Craft Station. (Aired 3 times in August 2013 – 8/14/13, 8/16/13, 8/17/2013)
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