Case Studies

Case Study: Meow Mix Promotes Message to ‘Think Like a Cat’ With Celebrity-Driven Media Tour and Branded Game Show

April 26th, 2010 by

In 2008, seeking to refresh its year-old “Think Like a Cat” campaign for Meow Mix, Del Monte turned to Grand Central Marketing to find new audiences able to see the world through a cat’s eyes.

Case Study: Media Push Anything But Frugal as Agency Promotes Redeeming Qualities of Online Coupon Sharing Site

April 19th, 2010 by

RetailMeNot.com, a Web site owned by Melbourne, Austailia-based Stateless Systems, was created to help consumers save money and enjoy a hassle-free discount shopping experience online. The creators developed a platform that leveraged the power of consumers by enabling shoppers to contribute coupons and then rate their usability.

How to Make Your Campaign Video Viral-Ready

April 12th, 2010 by

The Greater Philadelphia Tourism Marketing Corp. was able to create a video with staying power. While it’s tricky to predict what will strike a chord with consumers, “Love” videographer Ted Passon provides insights into making a video that stays within a reasonable budget.

Case Study: Philly Tourism Board Revives Hotel Occupancy With Public Fanfare and a Healthy Dose of Digital Love

April 12th, 2010 by

The Greater Philadelphia Tourism Marketing Corp. created the Philly Overnight Hotel Package in 2001 to boost tourism post-9/11. By 2009, the two-night package was becoming old news. GPTMC’s in-house PR team and new-at-the-time specialists in social media sought new ways to spread the Philly love.

Selling The Big PR Idea: Keep It Simple, Build Support

April 5th, 2010 by

When Cisco Canada’s director of corporate affairs Willa Black came up with the idea of the One Million Acts of Green campaign, it was a risky proposition to sell, both internally and externally. Here are some tips from Black on pushing your Big Idea through:

Case Study: Environmental Zeal and Strong Coalition Drives Canadians to Commit One Million Acts of Green

April 5th, 2010 by

Cisco’s green campaign challenged Canadians to make positive environmental changes in their daily lives, reinforcing the company’s new tagline: "Welcome to the human network."

Case Study: Verizon Communications Team Goes Behind the Scenes And In Front of the Media for Its NYC FiOS TV Launch

March 29th, 2010 by

Ever since Verizon launched FiOS TV in Keller, Texas, in September 2005, the company’s ultimate goal had been to roll out the all-fiber-optics video service in the major cities in its service area, particularly in New York.

Education, Messaging Drive Effective Government Comms

March 29th, 2010 by

Verizon’s rolling out of its FiOS video service in New York City wasn’t just a matter of connecting optical cable. Connecting with a number of local and state officials was first and foremost, and the process took about three years.

Case Study: CNN PR and Marketing Teams Hitch Election Ratings Fortunes to an Interactive Airstream

March 22nd, 2010 by

With the goal of being No. 1 in the presidential election TV ratings, CNN looked to build awareness and content with a traveling Airstream RV loaded with interactive activities.

Tech Pothole Stalls Program

March 15th, 2010 by

Because the Driving While Distracted campaign was a multi-platform effort that entailed considerable planning, logistics were certainly a challenge, says Nationwide’s Charley Gillespie. But the biggest hurdle involved technology.