Crayola has just launched a social campaign to relieve college students stress. Called "Art With Edge" it employs street art sensibility in a coloring book and even uses the term Graffiti in the marketing materials.
According to Mediapost, is has been very successful - Crayola reported 4,000 more Twitter engagements per month during the course of the campaign, as well as an average of 40.8 engagements per tweet within the hashtag #ArtWithEdge. There was a week over week percent increase of hashtag mentions by 614% and 455% increase of potential hashtag impressions week over week.
Now if municipalities would allow students to use their Crayola crayons on the streets.....
Draw outside the lines, kids.