PAW Patrol is the international phenomenon owned by children’s entertainment company Spin Master. Launched in 2013, the award-winning toy line, along with the top-rated TV show based on the smash hit preschool property, has attracted millions of fans and counting. And if there’s one thing rEvolution understands, it is connecting brands with fans.
Popularity for the six rescue pups hit fever pitch, and it was time for the world’s top preschool entertainment brand to hit the road. In 2015, rEvolution first stepped in to help Spin Master create the PAW Patrol Road Tour – now three years later, it is bigger than ever.
Spin Master called on rEvolution’s integrated services to reach millions nationwide, grow brand recognition and affinity and continue momentum of the international PAW Patrol craze. The 2017 campaign incorporated rEvolution’s experts across its integrated services to ensure an impactful and cost-effective investment for the brand.
First, rEvolution employed its Creative Services team to conceptualize and manufacture a larger-than-life mobile PAW Patrol experience that would tour around the U.S. and Canada over the course of 14 weeks. A life-size replica of the show’s very own PAW Patroller semi-truck would park and unfold into a 120-foot by 80-foot activation footprint that included an interactive Command Center and Lookout Tower, a pedal car track, play tables and more.
Next, our award-winning Event and Production Services team literally put the wheels in motion and managed the 13-market activation. Each week, the PAW Patrol Tour pulled into Walmart, Toys “R” Us or Target parking lots in many of North America’s largest markets to activate the free, family-friendly experience. More than 54,000 kids and guardians flocked to the Tour to immerse themselves in the PAW Patrol world, go on their own rescue mission and meet the real life pups—Chase, Marshall, Skye and Rubble!
As part of the event registration process, parents and guardians signed up for Spin Master’s PAW Parent email list, which was the client’s most informative ROI indicator. rEvolution’s Consulting and Research team followed up with more than 13,000 Tour attendees for a brief, incentivized survey to gather data on brand perception, customer satisfaction and purchase intent, among other data points. Each of the 13 markets and three retailers were measured and demonstrated the Tour was a tremendous success—attendees reported high overall satisfaction with the tour, raising brand opinion and strengthening likelihood to purchase PAW Patrol toys afterward. A portion of attendees also indicated that they purchased toys at the retailer the same day they attended the Tour – a win-win for retailers, Spin Master and customers.
Lastly, the PR team hyper-targeted social influencers and traditional media to share Tour news and fan contests in each market. Eight local mommy bloggers across seven markets drove pre-registration through PAW Patrol toy giveaways, while online and print news outlets published local Tour stop information, ultimately, resulting in 88.62 million total impressions. The PR team then put a capstone on the 2017 campaign with digital and broadcast appearances on “The Ellen Show.” Five-year-old genius and avid PAW Patrol fan Brielle visited a Los Angeles Tour stop before stopping by the studio to tell the queen of daytime television all about it. As a bonus, Spin Master surprised Brielle on-air with the chance to walk with the brand new Chase balloon in the Macy’s Thanksgiving Day Parade. In all, the integration earned 22 million impressions, bumping overall Tour impressions to more than 110.62 million.
TOTAL PR IMPRESSIONS
TOTAL PAW PARENT EMAIL SIGNUPS
The Ellen Show
Ellen’s favorite five year-old genius, Brielle, joined the PAW Patrol Tour for a special mission: help Chase, Marshall, Rubble and Skye solve riddles to earn a PAWsome prize! Involvement with “The Ellen Show” earned the Tour an extra 22 million PR impressions, which boosted the Tour’s total PR impact to more than 110 million impressions.