Child’s Play Takes Home Three 2012 Magellan Awards for Reading Rainbow Launch Campaign
Child’s Play Communications has been named the winner of three 2012 Magellan Awards, presented by the League of Professional Communicators, for Consumer Communications, Best Return on Investment and Top 50 Publicity Campaigns.
New York, NY (PRWEB) January 14, 2013
Child’s Play Communications has been named the winner of three 2012 Magellan Awards, presented by the League of Professional Communicators:
- Platinum Award, Product/Service Communications: Consumer (Corporation/For-Profit Organization)
- Special Achievement Award, Best Return on Investment
- Top 50 Publicity Campaigns (ranked No. 5 out of 50).
The acknowledgements are for It’s in the Book: Reading Rainbow Reaches #1 App Status, a launch campaign for the first-ever reading app based on the iconic, Peabody Award-winning television series featuring LeVar Burton. Child’s Play devised an aggressive traditional media and social media campaign that drew upon the brand’s nostalgic appeal to viewers who are now parents. The agency targeted national media, but also tech and parenting media to connect both with those specifically interested in apps and with moms shopping for their kids. In addition, Child’s Play managed a blogger contact program, to reach moms directly, build grassroots buzz and drive downloads.
Within less than a week of the launch, more than 100 positive media placements resulted, including The New York Times, The Wall Street Journal, USA Today (which ran two stories within a month), Time, Forbes, Parenting, Inc., Mashable, Parents, Huffington Post, CNET, PC Magazine, The Washington Post, Gizmodo and TechCrunch. Top bloggers such as Cool Mom Tech, Techlicious and more soon followed, generating a total reach of 2 billion impressions.
More importantly to the goal of generating downloads, Reading Rainbow became the #1 Educational App in the iTunes App Store within 48 hours of launch and the #1 Best Grossing App in the entire iTunes App Store by the end of the week.
The 2012 Magellan Awards Communications Campaign Competition drew a nearly unprecedented number of submissions representing a broad range of industries and organizational sizes. More than 375 entries representing upwards of half a dozen countries were received, so competition was exceptionally tough.
This is the second consecutive year that Child’s Play has won the League of Professional Communicators’ Magellan awards. In 2011, the agency won both the Platinum and Top 50 Publicity Campaign designations for its Mega Bloks: Building Loyalty One Mom at a Time campaign on behalf of MEGA Brands, the Montreal, Canada-based toy company.
Child’s Play Communications
Child's Play Communications specializes exclusively in public relations, social media and word-of-mouth communications for products and services targeted to moms. Based in New York City, the award-winning agency has launched an exciting array of proprietary services to engage this influential market through traditional media, online and in-person, including Team Mom™, the agency's own network of mom review-bloggers. For additional information, please visit our http://www.childsplaypr.com.
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