The client wanted to raise awareness of DVD release of Alvin and the Chipmunks 3: Chipwrecked and drive sales.
We proposed creating a series of enhanced adverts, each a character profile full of facts about each of the Chipmunks and Chipettes. By doing this we created content that would both be of interest already established fans, and would also build familiarity for those who were new to the brand, meaning we could maximise engagement with the new release.
These features were played on air and also made available to download through our website and our iTunes Channel.
In addition, we created a dedicated online section full of character pages, film trailers and activity sheets.
Finally, we ran a unique multi-platform competition to win a place on an ‘Alvin River Cruise’. This was a 4-hour boat cruise on the River Thames packed full of Alvin activities.
The winner was accompanied by one of our Fun Kids presenters, providing a report to perfectly capture the experience.
Here’s an example of the enhanced adverts:
On air promotion reached over 200,000 listeners generating 1.5 million impacts. In addition the adverts were downloaded over 85,000 times, demonstrating fantastic engagement and shows a huge number of children enjoyed the content whilst being reminded that the DVD is ‘out now’.
The online pages delivered 195,000 impacts for the DVD and over 400 children downloaded the activity sheets.