Elevate My Brand partnered with Spin Master Entertainment, Bullpen Integrated Marketing, rEvolution, Emblem PR and Canine Companions for Independence to facilitate one of the biggest and most interactive road tours for Nickelodeon’s popular show PAW Patrol. The 2016 PAW Patrol RollPatrol Road Tour began with a roaring start in June of 2016 in Round Rock, Texas ending Labor Day weekend in Syracuse, New York. This 3-month tour, which hit over 21 cities across the United States, with a few stops in Canada, put thousands of smiles on the faces of children and parents alike. Overall, the tour brought out over 100,000 people from all over the country.
The fully interactive events featured an 18-wheel semi-truck PAW Patroller, which opened to reveal a life-size PAW Patrol Headquarters. Within the PAW Patroller, there were interactive games, a life-sized Lookout Tower and a slide to take kids on to the next mission! The tour included activations such as the Jungle Rescue area, photo setups with PAW Patrol pups Chase, Marshall, Skye and Rubble, and life-sized Roll Patrol race cars for children to enjoy.
In addition, Canine Companion for Independence was set up on-site with activations that included a Puppy Cuddle Corner where kids were able to sit and pet the dogs, hourly assistance dog demos and temporary tattoos for kids. Nearly 80 Canine Companions for Independence volunteers, 66 puppies and multiple staff members traveled across state lines to assist in the success of the tour.
The team was charged with allocating a media buy across all media, including advertising and public relations throughout the 3-month tour.
In each PAW Patrol Tour market, we aligned with top mom-targeted radio stations to announce and drive traffic to the local tour events. Each participating station aired a schedule of :30 and :15 second DJ-recorded spots, announcing the event and driving listeners to the station's website for Tour details and a chance to win prizes.
A total of 343 spots ran in 11 markets, generating over 2 million impressions.
Through the nonprofit partnership with Canine Companions, the tour experience was elevated through cross-promotional activities, which garnered a reach of over 661,000 impressions.
The tour garnered media placements throughout the country through multiple television appearances, press releases, radio promotions, publications, and online publisher contests. Collectively, the media resulted in over 3 million impressions.
26,000+ total emails led to a +32% growth of the PAW Parents database, with over 8,600 new emails added. The email strategy surpassed industry averages for both open and click-through rates.