CASE STUDY - Cloudy with a Chance of Meatballs 2 DVD

Provided by Fun Kids
See how we delivered an innovative multi-platform campaign incorporating on air, video and online to promote this new DVD.
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What was the Challenge / Background of the Campaign?

The client wanted to drive awareness and engagement with the new film Cloudy with a Chance of Meatballs 2 - attracting both new and existing fans of the franchise.

What was the Campaign Objective?

Raising brand awareness and driving product sales

What was the Solution?

We ran a 2-week 'Treasure Hunt' competition where we enlisted our audience to help track down Flint Lockwood's Foodimals, who were running riot across the Fun Kids website. Clicking on Foodimal characters took our audience to Cloudy branded pages where they can watch videos and win prizes. This was supported with regular presenter promotion and on air advertorials styled as Emergency Report messages that suited the humour of the film. We also produced bespoke video content in the Fun Kids Kitchen learning how to cook Cloudy-themed recipes.

What were the Results?

We produced one bespoke video with a Fun Kids presenter and a further two white-label videos (each a different recipe) which the client could place on other leading media brands. The on air activity reached 213,000 listeners, delivering 2.2 millions impacts. The treasure hunt competition had c. 700 entrants and a database of 300 parents to share with the client for future promotional activity. Online activity delivered 145,000 impressions, plus promotion to over 22,000 parents via newsletter activity.
BudgetReach & FrequencyTarget AudienceMedia Used
£0 to £50kThe on air activity reached 213,000 listeners
0 - 9
10 - 15
Kids HH
Campaign LocationCampaign DurationMarketing ObjectiveCampaign Type
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