V8 SPLASH |
MAKING WAVES WITH USA SWIMMING SPONSORSHIP
V8 Splash signed a three-year sponsorship deal with USA Swimming and called upon Coyne PR to not only leverage the sponsorship, but create waves of nationwide media attention for it.
Coyne PR took a deep dive into the target consumer for V8 Splash – moms – and created a cause-marketing campaign that would be of high importance to them. Drowning was found to be the number one cause of death in children under the age of five in the U.S., so Coyne PR leveraged the sponsorship dollars by creating a national water safety campaign for kids called “April Pool’s Day.” The campaign launched at the USA Swimming Championships in Ft. Lauderdale, FL with a high-profile media event that included four Olympic Swimmers, including Janet Evans and Lenny Krayzelburg, diving into a pool filled with rubber ducks – a media moment not to miss. The “April Pools Day” campaign then floated into local swim clubs across the country, where USA Swimming instructors held open sessions to the community about the importance of water safety.
Coyne PR helped the brand splash onto the scene with its sponsorship announcement, which included more than 150 broadcast segments from coast to coast and Olympic athlete appearances in-studio on the CBS “Early Show,” CNN “Headline News,” and ESPN’s “Cold Pizza.” Additionally, the “April Pool’s Day” campaign was such a success in communities that it was sustained each year in swim clubs across the country for the duration of the sponsorship contract.