LEAPFROG CASE STUDY
Fiesta in the House Book Launch |
Background
LeapFrog introduced Fiesta in the House, the first book in a bilingual educational series for the Leap Pad Learning system. The book introduces young children to basic Spanish vocabulary and concepts.
Objectives
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Promote the launch of Fiesta in the House |
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Raise public awareness and generate interest in Fiesta in the House |
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Secure on air appearances on major Hispanic networks programming on behalf of LeapFrog |
Target Audiences
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Bilingual Hispanic parents (second generation) living in
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Los Angeles |
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Bay Area (San Francisco, Oakland, San Jose) |
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Miami |
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Houston |
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Strategies
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Execute a TV tour campaign targeting the Hispanic Consumer Market |
Tactics
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Develop a broadcast media list of Spanish-language and Hispanic focused outlets |
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Secure editorial coverage in print media to maximize exposure |
Implementation
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Developed Spanish-language press releases
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Secured media coverage on major Spanish-language networks: Univision, Telemundo, CNN en Español
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Secured media coverage on English-language network NBC
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Secured editorial coverage in Spanish–language magazine Ser Padres and bilingual community newspapers |
Results
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Generated 25,980,000 television media impressions and 1,526,526 print gross impressions |
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