case studies

Nickelodeon HOUSE PARTY™, January-February 2005

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Objective:
Create excitement about a new Nicktoon,“Avatar: The Last Airbender,” by bringing an exclusive experience to a group of influential, creative, viral kids.

Results:
Organized over 1,500 screening around the United States to drive tune-in and create buzz for the show when it premiered on Feb. 21.

The Challenge:
When Nickelodeon HOUSE PARTY (www.houseparty.com) needed to work out the executional details of their latest campaign to build buzz for “Avatar: The Last Airbender,” they turned to PRWB for its unique experience in working with convergence properties across the online, cable, videogames, and consumer electronics industries.

The Strategy:
Nickelodeon HOUSE PARTY was executed in three (3) distinct phases – sign-up, build-up, talk-up – which over the course of a month energized the HOUSE PARTY community by offering participants a real-time, interactive platform to express themselves. Details of the outreach included:

  • Personalized Host Invitations
  • Personalized Party Page (homepage) for Each Host
  • Electronic and Printable Invitations for Each Guest
  • Nickelodeon HOUSE PARTY “Avatar” Certificates
  • Daily Emails to Develop 1-to-1 Relationship with Partygoers
  • Daily “Host Spotlight” Featuring Participants with Compelling Stories
  • Daily Blog Incorporating User-Submitted Content

The Results:
Nickelodeon HOUSE PARTY took “Avatar” into more than 1,500 North American households on February 5, 2005 and sustained consumer involvement until the week after the show’s premiere on February 21, 2005 .

The campaign delivered a unique branding and buzz marketing experience that could not have been replicated through traditional marketing and advertising.

In the end, hosts and guests generated:

  • Thousands of photos and videos shared online
  • Thousands of emails, conversations and instant messages
  • Viral messengers unleashed in towns, schools and neighborhoods
  • Thousands of reviews, polls, surveys, feedback, invitations, cards, party favors
  • Partygoers told friends at school, friends in their neighborhood, told friends or family who live far away, as well as teammates, troop, church or other civic group.

Most impressive of all, however, was the volume, creativity and the brand advocacy of consumer-generated media. Key themes included:

  • Consumers giving their honest, unscripted reviews of “Avatar”
  • Well-produced, dynamic videos; some even including titles, dissolves and background music
  • Partygoers dressing up as “Avatar” characters
  • Partygoers making crayon drawings of “Avatar” characters
  • Partygoers writing “Avatar” in chalk in the street in front of their house (Yes, we could call this “guerilla marketing”)
  • Homemade “Avatar” t-shirts, signage and “Avatar” cakes
  • Party games with an “Avatar” theme (e.g. “Pin the Arrow on Aang’s head)
  • A palpable desire to communicate brand loyalty/affection directly to Nickelodeon

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