Portfolio
Kids' Choice Awards
Digital Experience
The Kids’ Choice Awards interactive experience provided a complementary, fully immersive 90-minute play-along by creating a story that was integral and additive to the show and gave kids at home the opportunity to join the excitement and impact the show. Weeks before the show aired, category voting launched as part of the strategy to involve fans and let kids run the show in a way that felt familiar yet fresh. The experience was presented as a vertical scroll to be consistent with user behavior on other social platforms, allowing for a truly immersive and deep engagement experience. This strategy allowed kids the chance to scroll through the campaign’s lead-up content in addition to the content published during the 90-minute live broadcast.
During the live show, users could engage with a variety of complimentary content including polls, trivia, memes, word scrambles, gifs, videos, and live-vote opportunities that included in-show payoffs and real-time results. This play-along experience increased ratings and retention on linear as well as traffic and time spent across digital platforms. The experience was accessible through the web and the Screens Up app allowing for easy points of entry to newcomers and dedicated fans alike.
Kids' Choice Sports
Digital Experience
Just like the Kids' Choice Awards, Kids' Choice Sports voting launched weeks before the show aired to engage kids and allow them to lead the charge and select their favorite sports stars in a variety of categories. This allowed for a clear build-up of content, engagement, and interactivity in the weeks leading up to the show and primed the pump for the live 90-minute play-along experience.
KCS 2019 offered fans a unique interactive/ play-along opportunity both on the Screens Up app and on the web. Viewers/users could engage with a variety of content including AR Sticker collection, badge collection, exclusive BTS content, polls, trivia, memes, gifs, and live votes during the show. Using border/trigger technology, KCS fans could collect animated action stickers of their favorite athletes in real time and place them in their own environment through the Screens Up app. Alternatively, web users could collect badges and share them with friends. Sports fans could also engage with live votes with real-time results and create memes out of their favorite in-show moments.
NFL Wild Card Game
Digital Experience
NFL Nick Play was created to provide a season-long interactive experience to engage users leading up to and during the NFL WildCard Game which aired on CBS and on Nickelodeon, with some additive kid-friendly features and graphics, in 2021 and 2022. The site was robust and responsive, full of informative, interactive content including polls to predict winners, player and team trivia, and pick-em printables in the lead-up to game-day each weekend.
For the Wild Card Games, we ramped up our site output with a concentrated blast of content including our centerpiece: the NVP Live Vote. We polled users to see who should be crowned the game’s NVP. The live vote garnered over 1MM votes and was awarded to Chicago Bears QB Mitch Trubisky in 2021 and Dallas Cowboys QB Dak Prescott in 2022. The live game experience led to the increased time spent and retention across digital platforms on game day and increased ratings and retention on linear.
Pro-Social Iniative Website
NickHelps.com is an online resource that helps kids and caregivers stay informed, curious and healthy in order to become their best selves, improve their communities and create an inclusive world. The site was developed and created amidst the Covid 19 pandemic and in the wake of the social injustices that followed quickly thereafter. The goal was to provide kid-friendly and adult-focused resources to families, schools, and communities on topics ranging from inclusivity, diversity, health and wellness, current events, and education to help make sense of the world we are living in.
The site provides activities and resource guides through an age-gated experience creating a clear and safe path for kids to explore and adults to find guidance on how to speak with kids on a range of tough topics. Materials include quizzes, pamphlets, galleries, videos, printable activities, and social content all of which are sharable directly from the website. Additionally, on-air and social promotional material about all of these topics drives the site for kids and adults to dive deeper into all of these topics.
Patrick Star Show Wild Poster
WebAR
In summer of 2021, Nickelodeon expanded the SpongeBob Universe with the launch of a new spinoff series focused on a beloved character, Patrick Star. Given Patrick’s massive fandom, we knew we needed to make a big splash to raise awareness for The Patrick Star Show and differentiate it from the SpongeBob series fans know and love. We needed a campaign that included but also extended beyond traditional media to bring Patrick directly to fans in a new and exciting way.
The goal was to create a memorable activation that would allow audiences to learn about and interact with The Patrick Star Show, ultimately raising awareness for the series premiere on July 9, 2021. The summer launch window provided the perfect opportunity to reach kids and families on the ground with a unique experience to get them buzzing about everyone’s favorite sea star. We blurred the lines between the real world and the world of Patrick Star with a multi-channel approach that revolved around a one-of-a-kind interactive web-AR experience. Kicking off the 4th of July weekend and continuing for the whole month, our AR-wild postings and ice cream trucks shined across all our markets! Throughout the month of July, the average time spent with the AR experienced reached an impressive 2.2 minutes per visit, peaking the day after premiere at 3.4 minutes.
Screens Up App
As the digital landscape and the way in which kids consume content is ever evolving, the challenge was to meet kids where they are - namely, on mobile devices while they watch TV. Kids are double-dipping as they consume, and so we sought to integrate a companion app for linear programming that centers that split focus on our programming and its associated interactive opportunities. We set objectives to drive users to linear programming with complementary AR and web experiences and create a slate of robust content and gaming activities between linear beats to sustain user retention and increase revenue-driving opportunities.
The goals were to drive app downloads + interactions and time spent as well as increase linear viewership and ratings and retention. In order to accomplish all this, the content strategy focused on real-time trivia (the SmartyPants game), the interactive Code-Collector stunts, AR mini-games, AR stickers, as well as additional seasonal & programming-focused trivia + polls between linear beats.
Code Collector
Linear Enhancement Stunt
Code collector was created in an effort to gamify linear programming and incentivize kids to keep watching TV in support of linear stunts and events. The game itself used AR technology and was accessible through the Screens Up app. QR codes were embedded in various episodes/specials and viewers were instructed to keep their eyes peeled to collect codes and unlock badges with varying degrees of rarity. Codes were designed to look like silhouettes of beloved characters and seasonal iconography to encourage continual collection and retention.
The game was executed 5 times over the course of 18 months over SpongeBob marathons, a Halloween stunt, holiday programming, and leading up to the NFL Wild Card game to bring viewers to the start of the game. Each collection was unique to the stunt itself and participants could keep track of their collected codes within the app. These activations led to a huge uptick in app installs, the largest of which resulted in 44k installs and 30 minutes in-app per session. Each iteration also led to an increase in linear ratings and retention across the board.