Looking to deflect criticism that it’s member companies were contributing to child obesity, the American Beverage Association launched a massive initiative that reduced calories in drinks shipped to schools by nearly 90%.
Case Study: Folk-Rocker Jack Johnson Sings Praises of Reusable Water Bottles, Driving Brita’s Sustainability MessageMarch 21st, 2011 by Bill Miltenberg
Turning to a popular entertainment figure devoted to environmental action, Brita and Edelman went grassroots in getting concert-goers to reduce bottled water waste.
Case Study: PR Preparation Drives NFL Rookie Weekend Video Antics, Capped by a Viral Effort That Scores a TouchdownMarch 14th, 2011 by PR News
When Seattle Seahawks rookie Golden Tate did his best imitation of singer Taylor Swift for the camera, it was a cause for celebration for trading card company Panini America.
Case Study: Twitter Connects Navy Sailors, Families and Fans—Proving There’s a Place for the Platform in the MilitaryMarch 7th, 2011 by PR News
The normally conservative U.S. Navy took a chance when it incorporated Twitter into its communications mix, but by being authentic, @NavyNews proved to be a successful communications outlet.
Case Study: Aggressive Media Pitching Drives Business Intelligence iPad App Launch; Positions Maker as Early AdopterFebruary 28th, 2011 by PR News
Seeking to capture media attention for its new business intelligence iPad app, MicroStrategy and Schwartz Communications moved quickly to capitalize on the excitement of the iPad’s mass market introduction.
Case Study: Lockheed Missile Group Launches Peer-Driven Employee Recognition Program—Results Hit the StratosphereFebruary 21st, 2011 by PR News
Facing a possible staffing shortage of epic proportions at the end of this decade, Lockheed Martin recognized the need to praise its employees’ good work—or risk losing them.
Case Study: Celebrating Sesame Street: PR Orchestrates Massive Media, Partnership Effort for 40th Anniversary SeasonFebruary 14th, 2011 by PR News
How do you celebrate the longevity and social contributions of an iconic children’s TV show? If you’re Sesame Workshop, you think big, involving key influencers like the world’s largest search engine and the First Lady.
Case Study: Kraft and PR Heat Up Mac & Cheese Facebook Fan Page For New Product Launch, With Explosive ResultsFebruary 7th, 2011 by PR News
Built around the implosion of the old Dallas Cowboys Stadium, Kraft and Hunter PR’s Mac & Cheese Cheddar Explosion campaign centered on driving moms to the social network.
Case Study: In Promoting Its NYC Service, Southwest Airlines Proves Experiential PR Can Fly With Cool Park PorchJanuary 31st, 2011 by PR News
Eschewing a traditional media blitz for its new presence at New York’s LaGuardia Airport, Southwest goes upscale and face-to-face with a porch in a popular NYC park.
PR Aids Grief-Stricken Parents, Rallies the Public Around a Missing College Student—With Bittersweet ResultsJanuary 24th, 2011 by PR News
While investing considerable time and resources into the communications around Morgan Harrington’s disappearance, it was ultimately the emotional investment for the team at Levick Strategic Communications that was most taxing.