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.
Building on the plot for the film and providing a fun way to promote Cloudy, 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.
Hidden across the website, clicking on Foodimal characters would take our audience to special Cloudy branded pages where they can watch video content and win prizes.
All this was supported with regular presenter promotion and a series of on air advertorials styled as Emergency Report messages that suited the humorous style of the film. You can listen to an example here:
Alongside this competition, we also produced a bespoke video with our Fun Kids presenter joined in the Fun Kids Kitchen by Junior Masterchef winner Tom Barlow-Kay, to show us how to make fun Cloudy-themed recipes. You can watched the video here:
As well as this video content, we created a further series of white-label videos, each a different recipe that the client could place on other media platforms, providing fantastic shareable content.
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.