Project Description

Hollywood Branded was brought on board by Pilot Pen and their full service agency, Bright Red TBWA, to research, develop and bring to life a multi-prong television series partnership that would showcase the brand’s FriXion Erasable Pen both writing and erasing in scenes.

The partnership that was ultimately created was with Lifetime’s Project Runway, establishing Pilot FriXion Eraseable Pen as the Official Pen of Project Runway for the show’s 16th season, and building a host driven brand discussion with pre-scripted messaging, numerous insert shots, including product usage and erasing scenes, grand prizing for the finale winner, social media overlays, behind the scenes content for digital, a radio contest, on set visits and a magazine advetorial.

The partnership was successful in that it allowed the brand numerous ways to touch consumers, creating captivating content that was extremely popular to a wide audience matching the brand’s targeted consumer, while telling the unique story of how the pens work to erase, perfectly showcased by the fashion designers on screen – reaching over 65 million viewers.

BRANDED CONTENT CASE STUDY

PROJECT RUNWAY AND PILOT FRIXION ERASEABLE PEN

PROJECT RUNWAY

For the first time in “Project Runway” history, season 16 breaks out of the conventional modeling mold and celebrates body diversity by incorporating size inclusive models on the catwalk. As a true reflection of all women across the country, models range from 0 to 22, and this season’s designers must show off their skills and ability to make stunning creations, for any size. Emmy® Award winning hosts and dynamic duo Heidi Klum and Tim Gunn return to the runway alongside fashion authorities, Nina Garcia, Marie Claire’s Creative Director and Zac Posen, designer and creative director for Brooks Brother Women for a super, sweet 16 season of #ProjectRunway, debuting Thursday, August 17 at 8pm ET/PT.

Guest judges making their way to the runway this season included Demi Lovato, Katie Holmes, Olivia Munn, Yolanda Hadid, Kate Upton, Maggie Q, Kelsea Ballerini, Dove Cameron, China Anne McClain, Asia Kate Dillon, Carly Chaikin, Maddie Ziegler, Sophia Stallone, Georgina Chapman, Rachel Brosnahan and Anne Fulenwider.

PILOT PEN

Never write a mistake again – guaranteed! Pilot FriXion Clicker is America’s first retractable, erasable gel ink pen that allows you to write, erase and rewrite repeatedly without damaging documents. FriXion’s unique thermo-sensitive ink* is formulated to deliver both vibrant color and smooth writing. Great for editing, lists, scheduling and so much more!

Now your writing can be stress free and mistake free.

  • Writes smooth, erases clean
  • Erase and rewrite repeatedly without damaging documents. No wear or tear!
  • Combines the convenience of a retractable with incredible FriXion erasable gel ink
  • Available in Extra Fine (0.5mm) or Fine (0.7mm) point sizes
  • Unique thermo-sensitive gel ink formula disappears with erasing friction
  • Eraser is at the top of the pen, tip is retractable by pressing clip down
  • Refillable

THE CAMPAIGN PROVIDED…

TELEVISION EXPOSURE

TITLE SPONSOR

Pilot Pen was named The Official Pen of Project Runway for the season.

STORYLINE INTEGRATION

Pilot FriXion Erasable Pens were introduced to the designers in their very first challenge, setting up opportunities for exposures in all of the following episodes!  In the episode, show host Tim Gunn  introduces the pens, saying, “You can sketch your design ideas with the new FriXion Erasable Pens by Pilot. They allow you to sketch, erase, and sketch again.”

PRODUCT PLACEMENT

Pilot FriXion Erasable Pens were featured in all 14 episodes, as a tool used by the designers for sketching.  The magic that the reality cast loved about the pen was its ability to erase!  Allowing them to dauntlessly design with no fears of making mistakes.  Pilot Pens received insert logo shots, as well as both writing and erasing featured shots.

GRAND PRIZING

Also in the first episode, Pilot FriXion Erasable Pens are introduced as one of the grand prizes, with two insert logo shots of the pens, one clear and identifiable erasing scene, and a voiceover from Heidi Clum saying, “From Pilot, the official Pen of Project Runway, a lifetime supply of FriXion Erasable Pens and an all-expense paid luxury trip to Japan including a 5-star stay near Japan’s fashion center.”  This montage scene of the grand prize was shown in all 14 episodes.

DIGITAL EXTENSIONS

CUSTOM CONTENT

Production shot additional footage of the designers working behind the scene, and provided for digital and social media content.

SOCIAL MEDIA

Each week, Pilot Pen received content from behind the scenes of the show to share through social media.  GIFs were created from product placement exposures and other branded moements. Additionally, the two finalist sketches were provided for online giveaways.

RADIO AND PRINT EXTENSIONS

RADIO CONTEST & TRIP

During filming, Pilot Pen and Bright Red TBWA created a radio giveaway that aired on the East Coast, offering a winner and guest a trip to Fashion Week to see the four finalist designers debut their lines on the runway, which aired in the finale episode.

MAGAZINE ADVETORIAL

Pilot and Bright Red TWBA secured an advetorial in Marie Claire to feature the season’s winner with Pilot Pens.

It turned out wonderfully!… a fantastic first season with Project Runway. – Pilot Pen
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