Roving Poetry Campaign Exerts Magnetic Effects on Kids and Media

2000 Platinum PR Honarable Mention

The Case

Magnetic Poetry rose to become a staple of pop culture in the mid '90s, but by 1999, sales of the tiny make-your-own-poetry word tiles had plateaued. Kohnstamm Communications
was challenged to reignite the product's popularity on a $275,000 budget, which included $120,000 for PR.