Marketing Campaign: Travel & Transportation
WINNER: Scholastic National Partnerships | Tiny Traveler
When Disney coined the kindermoon concept, Scholastic National Partnerships thought what better way to showcase it than by sharing how you can celebrate your little one growing up by partaking in a fun, interactive sweepstakes with a grand prize trip for the family. During the 30-day window, families received daily clues on social media that offered daily engagement and a unique, Disney-branded experience. The campaign also included Scholastic editorial content for parents that lived on scholastic.com and in a 100% SOV special Preschool Travel Edition of Scholastic for Parents magazine.
This program had over 122,000 unique sign-ups and even hosted a “traveling with preschoolers” Twitter chat that had a reach of 870K and 2,941 organic mentions. The Tiny Traveler even made an appearance with her very own Twitter handle. Reaching 19 million parents in 2017, the retooled sweepstakes format, the campaign saw a 72% increase in entries over 2016 and twice as many page views.