The Cat in the Hat
Leverage Cultural Icons
Challenge
Create a fun summer campaign that would generate excitement in kids and moms, driving tune-in to the PBS KIDS premiere, The Cat in the Hat.
Insight
Create a fun summer campaign that would generate excitement in kids and moms, driving tune-in to the PBS KIDS premiere, The Cat in the Hat.
Solution
We identified ways to get the Hat in front of kids, by letting them play with the hat, bringing it to life, and interacting with it. And we took advantage of key summer activities to do so, including:
- We installed Cat in the Hat cutouts in movie theaters so kids could take their picture with the Cat (and the Hat)
- We distributed sticker bookmarks in libraries and asked librarians to wear the Hat for the big launch
- We took over children’s museums, giving museum workers hats to wear and stickers to distribute
- We created a Hat Takeover Team that took over major cities for our Labor Day launch weekend. The team gained prominent placement behind
- We built out a Cat in the Hat ice cream truck which toured key beaches and kid hot spot's distributing treats and Cat in the Hat goodies! Results The Cat in the Hat was a ratings success, and premiered as one of the top-rated shows against Kids 2-5 during its time period
Leverage Cultural Icons
- We installed Cat in the Hat cutouts in movie theaters so kids could take their picture with the Cat (and the Hat)
- We distributed sticker bookmarks in libraries and asked librarians to wear the Hat for the big launch
- We took over children’s museums, giving museum workers hats to wear and stickers to distribute
- We created a Hat Takeover Team that took over major cities for our Labor Day launch weekend. The team gained prominent placement behind
- We built out a Cat in the Hat ice cream truck which toured key beaches and kid hot spot's distributing treats and Cat in the Hat goodies! Results The Cat in the Hat was a ratings success, and premiered as one of the top-rated shows against Kids 2-5 during its time period
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