THE PATRICK STAR SHOW / EXPERIENTIAL ACTIVATION
Generate awareness and buzz for the new Nickelodeon’s The Patrick Star Show by bringing the star of the show, Patrick into local Hispanic communities.
Captivate and drive Hispanic kids and families to Nickelodeon for the premiere via an experiential marketing activation. With COVID restrictions still in place, additional logistical requirements needed to be considered.
Paleteros and ice cream trucks are a staple of all Hispanic kids’ and families' summers. Ice cream warms the heart and brings happiness during these “trying times”.
Leveraging Paleteros’ iconic cultural appeal, we created a month-long interactive ice cream truck activation in high density Hispanic neighborhoods in LA and NY. Fully customized trucks included audio, Brand Ambassadors, QR code, and promotional wrappers with tune-in information that amplified awareness to further drive viewership for the new property. This activation was part of a comprehensive marketing plan that also included Broadcast, Digital, PR and other OTG media tactics.
We reached over 100+ Hispanic neighborhoods, growing awareness and heartshare for the brand at large. For the premiere, Hispanic K6-11 Live + 3 ratings (1.66) over-indexed vs. national (1.49). Also, the L3 lift was extremely high for Hispanic boys from L+SD (0.47) to L+3 (2.17), showing delayed viewership.
HISPANIC HERITAGE MONTH
Our team consulted with Nickelodeon to create a Multicultural campaign underscoring the importance of diversity. The intersectionality of backgrounds, interests, and likes empowers kids to embrace their uniqueness.
KIDS' CHOICE AWARDS
Nickelodeon brought in our media team to help build awareness and drive tune-in among Hispanic viewers for the Kids’ Choice Awards. Our campaign featured popular social influencers to reach our target resulting in a 36% increase in audience composition over the previous year.