I'm sure many of you had hundreds of crayons when you were growing up, I know I definitely did. But one brand stood out from all the rest. Crayola. To celebrate National Crayon Day (31/03), they made sure they would be at the front of everyones mind with an awesome integrated activation.

Before the National Day, Crayola set up an offline and online presence to create a build up for their activation. The above oversized box of crayons were placed in New York, just outside the popular department store Macys, whilst fun clips were added across the social platforms to encourage people to #ShareYourFave before one of the loved crayons said goodbye and retired.

Anybody else get nostalgic when they smell a fresh box of crayons? #ShareYourFave before one says goodbye! pic.twitter.com/wuueB2boUC

— Crayola (@Crayola) March 28, 2017

We still don't know #WhosLeaving, and the suspense is driving Gus crazy! pic.twitter.com/sD10GwzEsT

— Crayola (@Crayola) March 22, 2017

Somebody’s leaving the pack, and it’s not gonna be Scarlet—not if she has anything to say about it, anyway. #WhosLeaving pic.twitter.com/ypBkUumzsv

— Crayola (@Crayola) March 24, 2017

Only two more days until we find out #WhosLeaving and Rod is staying cool through all the excitement! Comment your favorite yellow! pic.twitter.com/SGYgVPRRjr

— Crayola (@Crayola) March 29, 2017

The original plan was to announce the retirement on the day, however they couldn't keep it in.

Our beloved Dandelion decided to announce his retirement early! There’s no taming an adventurous spirit! #NationalCrayonDay pic.twitter.com/RMk6pw3jR2

— Crayola (@Crayola) March 30, 2017

Along with the retirement of one of Crayola's iconic crayons, they also created a huge activation space in Times Square on the National Day itself to celebrate. The whole event was also live streamed through Facebook.

Happy #NationalCrayonDay! Take a look at our colorful celebration in Times Square! pic.twitter.com/gh7c1RO23q

— Crayola (@Crayola) March 31, 2017

Since then, Crayola have made sure that they rounded off their campaign in the same manner.
They are asking for suggestions of names for their new "Blue-ish" crayon, which is creating great engagement with consumers, but they haven't forgotten about the loved Dandelion yet as they are taking him on a Retirement Tour.
The campaign is so well rounded and has covered both the physical and digital aspects really well. I love that they have considered so many aspects such as: the date of the launch, a fun event, ways of engaging both online and offline before and after the initial event and also exclusive products.