Curious George, Great American Zoo Scavenger Hunt

Client: PBS Kids

 

Duration: 4 weeks, Mid August to Mid September

 

Scope: National - 26 participating Zoos in Priority Markets.

 

Campaign Objective: Provide an engaging, non-traditional marketing opportunity for PBS Kids to promote the premier of their new series, Curious George, in early September.

 

Target: Mother’s with young children ages, 2-6

 

Program Summary: An Interactive Scavenger Hunt where young children with their parents were encouraged to find Curious George throughout the zoo. Each Zoo placed Curious George Advertising placards throughout the Zoo in easy to find places. Using the Game Card they received when they entered the park, they were invited to track down the Curious George sightings and turn the card in at the end of the day to receive a prize.

 

Program Details:

• Six (6) Advertising Placards, 24”x24”, featuring Curious George in different and mischievous situations placed throughout the Zoo for the children to find.
• Instructional Game Cards were provided to help the children keep track of Curious George. Instructions for how the game was played and information about the premier were also featured on the cards.
• Participants brought their game cards to Guest Services to receive a special Curious George prize. Each child that participated received a free Curious George Growth Chart.
• Tray liners were also provided to the Zoos to use in their food courts to promote the Premier.
• The Zoos promoted the program via their websites, special event announcements, and press releases.
• Two Zoos in collaboration with their local PBS Stations arrange a Curious George character to visit the park to many of the children’s delight!