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.
THE CAMPAIGN PROVIDED…
Pilot Pen was named The Official Pen of Project Runway for the season.
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.”
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.
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.
It turned out wonderfully!… a fantastic first season with Project Runway. – Pilot Pen