Crayola just announced that it will be retiring the color Dandelion, and to soften the blow it has launched the Celebrate Dandelion campaign. As part of Celebrate Dandelion the yellow-ish color will be making public appearances across the U.S. over a four-week span, with a Canadian pit stop in Toronto at the CN Tower. The Celebrate Dandelion campaign also encourages fans of the color to post pictures with the crayon on social media with the hashtag #CelebrateDandelion.
Crayola has ingeniously managed to turn a crayon replacement announcement into a multi-month interactive marketing event. Everything from the lead up to the announcement to the new color's name (it will be a shade of blue) has featured an element of engagement both in public and on social media. The Celebrate Dandelion initiative ensures that Crayola will continue to have a presence online for weeks to come.