2011 SAMMY Award Finalist, Best Integrated Social / Cross-Media Campaign: Moxie / 20th Century Fox “Rio”/Nickelodeon
publication date: Aug 29, 2011
Best Integrated Social / Cross-Media Campaign: Moxie / 20th Century Fox “Rio”/ Nickelodeon
Nickelodeon, 20th Century Fox Agency: Moxie Interactive Brand: Rio Executives Involved in The Campaign: Constantine James, Adele Plumail Campaign Brief: 20th Century Fox and Nickelodeon partnered to generate excitement and drive box office sales for Fox’s animated release, Rio, and highlight the film’s unique storyline. The Rio program created a virtual journey, paralleling the flight taken by the main characters in Rio, designed to pique interest in the film through colorful imagery and A-list voice talent, while also engaging kids with the movie’s characters and plot. The campaign delivered the experience to kids and parents across online, gaming, mobile, CRM and social. While all the platforms provided a different engaging user experience, each featured the same core attributes including the movie’s characters, storyline, original music and unique animation. With Facebook reaching more than 60% of adults with kids of any age living at home, this platform was a critical component used to reach the Rio campaign’s targeted demos, parents and families. Nickelodeon strategically extended Rio’s presence into the social space by creating a Rio-branded Facebook tab. This custom tab was populated with Rio content and lived off of the establish Nickelodeon Facebook fan page. Members of the Nickelodeon Facebook fan page have “liked” the brand in order to connect with Nickelodeon content and a highly trusted brand. Nickelodeon utilizes custom tabs as a way to expand a client’s brand across social media while drawing on its’ Facebook fan page’s pre-existing members. The Rio Facebook page lived off of the Nick.com fan page. The page featured polls, such as “would you learn to fly if you could?” and quizzes like “What Rio Character are you?” Users also watched Rio video clips, played custom games, such as “Blu’s Flight to Fame,” and won Rio-branded virtual gifts rewarded them for interacting with the page’s content. These activities integrated the movie’s characters, storyline, original music and unique animation allowing kids to fully engage in the Rio experience. Kids shared these activities with their friends, extending the reach of the Rio page beyond Nick Fans to the greater Facebook community. To leverage Nick’s biggest event of the year to reach kids everywhere, Rio partnered with the Kids Choice Awards. Kids voted from the Nickelodeon Facebook page for their KCA winning picks in categories such as favorite TV Show, favorite cartoon, and favorite athlete. This feature furthered the exposure of the Rio tab by driving a high volume of users to the Nickelodeon fan page. Implementing Nickelodeon’s expertise in the Social Media
space leveraged the scale and engagement of Nick’s Facebook audience to grow
Rio’s social footprint. The Facebook Tab created a “halo effect,” merging the
affinity and trust of the Nickelodeon brand with Rio’s, resulting in
Nickelodeon Fans becoming Rio fans as well. The Rio Facebook tab was the first time Nickelodeon delivered a branded experience to Nick fans through social integration. This branded experience impacted the overall success of the Rio campaign by bringing the movie’s characters, storyline, music and animation to a social space; a proven prime setting for reaching the targeted audience of the campaign. Driven by the popularity of the KCA’s and drawing on the large and established Nick Fan base, the tab achieved 100,000 page views, with Nickelodeon driving over 14% of the “Official Rio the Movie” Facebook page “Likes” during the weeks leading up to Rio’s release. |
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