Challenge:

Establish Playworld as a company leading the charge to save outdoor play by developing meaningful and relevant play experiences.

Fresh Perspective:

  • Promote Playworld’s mission to save play to varied audiences outside the company’s normal circles
  • Make unstructured outdoor play a priority now and into the future with Playworld’s leading the charge
  • Engage directly with influencers (play partners, parents, educators) to help reinforce play advocacy message and drive awareness

Authentic Approach

INTRODUCE PLAYWORLD  TO A NEW AUDIENCE AND SHOWCASE INNOVATIVE EQUIPMENT AT TECH-CENTRIC SHOW

  • Supported Playworld’s appearance at the Consumer Electronics Show (CES) through traditional media engagement
  • Participated in KidTech panel discussions about the importance of outdoor unstructured free play
  • Supported business development efforts with potential play partners
  • Promoted CES presence and media coverage across social media channels including Facebook and Twitter

Meaningful Impact

As a result of our efforts we:

  • Booked interviews with more than 50 journalists and bloggers, many of whom played NEOS, Playworld’s playground equipment that incorporates technology. Company executives discussed ways to save play by incorporating technology into the playground to appeal to today’s tech-savvy children
  • Secured Reuters wire story with photo of NEOS that ran in dozens of daily newspapers, including the Las Vegas Sun
  • Arranged national broadcast segment on The Weather Channel’s “Wake up with Al” morning show.  Playworld was the highlight of the show’s CES coverage
  • Placed local broadcast coverage on KNSD (NBC- San Diego), where on-air talent closed the segment out of breath after playing NEOS