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Etch A Sketch
Shake It Up, America

RAN IN: United States

CLIENT
The Ohio Art Company

Martin Killgallon II - President, COO
Martin Killgallon III - SVP, Mktg. & Product Development

AGENCY
Team Detroit Inc. *Lead Agency

Brad Audet - EVP, Business Development & Client Stewardship
Luis Erazo - Sr. Art Director
Meghan Hyland - Social Media Strategist
Dan Marvin - Sr. Copywriter
Scott Mills - Director, Brand Strategy - Digital
Wendy Owen - SVP, Brand Strategy Director
Gary Pascoe - Executive Creative Director


Southard Communications

William Southard - CEO, President


SUMMARY

March 2012, a Romney advisor said, "...you hit a reset button for the fall campaign...almost like an Etch A Sketch. You...shake it up and we start all over ..." The media ran with this and Etch A Sketch started to stand for someone who flip-flops. We decided to take control of our brand message, have fun, and embrace being part of the conversation. With no media spend whatsoever, our Shake It Up, America! campaign garnered 1 billion impressions worth hundreds of millions of paid media dollars.

CASE STUDY

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CASE VIDEO


Hero Medium: Social Networking Applications

Medium Featured On Video: Interactive, Social Networking Sites/Applications, Guerrilla, Packaging

Audience: Men, Women, Families, Mothers, Fathers

Objectives: Other

Type: Business to Consumer

Classification: National

Language: English