For the last month and a half I have devoted my life here at Vault to Rita’s Italian Ice. Particularly, their 17th annual First Day of Spring Giveaway in which Rita’s gives away free cups of Italian Ice. I have done many things for Rita’s before, but never to this magnitude. I can easily say this was most time consuming, challenging and fun project I’ve done while working here at Vault.
I learned many lessons while working on this project but the most important is what happens when all the emailing, calling and faxing ends. I used to think that after the event, we’ll find a few articles in newspapers and that’s it. Little did I know. I now like to think of it as the after-party.
This after-party involves tallying up all of the Rita’s hits we have received and the numbers associated with them. This includes ad value, impressions, column inches and airtime. These important numbers let us (and our client) know how the campaign did. This year we had high goals to achieve and I am proud to say we far surpassed them. While I’m still counting up the numbers, here are some after-party highlights:
• Total Impressions: 37,089,828
• Total Ad Value: $1,146,278.1
• Total Time on Television: 2 hours, 58 Minutes, 12 seconds
• #4 Most Searched keyword on Google on the first day of spring
…and these numbers are still climbing!
I now know what every good PR professional knows: That after the party, there’s the after-party and oh, how sweet it is!