Managing an aggressive media relations campaign for a large corporation on short notice
Project: As a sponsor of the Chicago Blackhawks, Coca-Cola decided during the 2010 Stanley Cup Finals to create a commemorative-edition Coca-Cola can featuring the Chicago Blackhawks logo. Resolute was retained to handle all of the communications activities necessary for the unveiling of the cans to the Chicago marketplace.
Strategy: Our team was brought on after Chicago had won the first two games of the series, which meant the cans would be unveiled in as little as three days. In addition, Coke made it clear we could not reveal or even talk about the design of the can until after the Hawks won, making the media pitch more challenging. With a focus on morning television news programs and talk radio to maximize live exposure, Resolute created Coca-Cola themed gift baskets that highlighted the can.
Outcome: The morning after the Blackhawks won the championship, Resolute deployed two teams that distributed the gift baskets to the morning TV news and radio shows starting at 2:30 a.m.
In the end, the campaign far exceeded Coke’s expectations, with coverage that achieved more than $200,000 in ad value. All of the morning news programs included the Coca-Cola products live on camera and several of the shows kept the gift baskets on display throughout their programs, resulting in hours of coverage for the commemorative cans.