When Krylon® brand came to Marcus Thomas to introduce its new ColorMaster with durable Covermax® technology spray paint, we knew we’d need to highlight the product’s new EZ Touch 360° Dial Spray Tip, its longer recoat window and shorter dry times, but we also knew we’d better come with a boatload of project content. And an attractive handyperson. But if all we did was generate projects, we’d still need to drive an audience to the projects – and money was tight.
What if we launched Krylon ColorMaster by creating projects for crafters and DIYers, assisted by bloggers, and produced it as a live social event? A show, tell and share strategy. Even better – what if we made it a live event that demonstrated Krylon’s 360◦ tip, longer recoat window, great colors and quick dry times?
If you can demonstrate the benefits of a new product, it’s a good launch. Produce lots of great project video content too and you’ve got a winner on your hands. Generate nearly 190.5 million impressions (and counting) while you’re doing it, and you’ve got a social media grand slam.
In 11 days, from tease to the completion of its 24th project, the Krylon ColorMaster Challenge garnered an estimated 190.5 million total impressions, including:
Highlighted in Bulldog Reporter, “Content Marketing for Social Media: 2013’s Top Digital/Social Agency Shares Its Most Successful Content Model of the Year”