To launch Firefly Mobile, the first mobile phone for kids, Grow developed an in-depth, non-traditional marketing and public relations program to reach parents and tweens in every major market across the country. Elements included a 36-city mall tour, an intimate celebrity event and partnerships with Major League Baseball, Loews Theatres, Scholastic and Nickelodeon. Industry analyst briefings, followed by a major market press tour engaged the media in helping to tell the story.
- Created 2+ billion consumer impressions from tours, sponsorships and publicity
- Demoed nearly 250,000 phones in Loews movie theaters across the US
- Generated interest from 4X more retailers than planned
- Won 8 marketing and PR awards