KI worked with NBCUniversal to create something extra special for the family audience to engage with - and to celebrate the 30th Anniversary of the Jurassic Park franchise.
Our clients wanted to celebrate the Jurassic Park dinosaurs, engage the family audience through nostalgia, and inspire creativity on an EPIC scale, all whilst aligning with the wider global Jurassic Park 30th Anniversary campaign strategy. Our key goals were to:
• Create an engaging and inspiring activation to celebrate this mammoth milestone.
• Create a toolkit and creative assets that can be activated across multiple markets.
• Deliver an experiential activation toolkit & social content for 3 local markets.
With the challenge accepted we asked fans, for the first time ever, to vote for their favourite dinosaur from the Jurassic Park film.
We kicked off the campaign by creating a microsite poll for fans across EMEA regions to vote. And developed a social activation to promote the poll in each of the 7 countries. The winning dinosaurs were brought to life across Europe by some incredible international artists.
We managed the end to end planning for the experiential activation, working with our sister agencies in Europe, that form The League, for the European activations. We were the on-the-ground agency managing the UK activation. This involved liaising with artist, location and amplification research, as well as executing the UK activation.
We created a social asset pack to promote the poll for retailers and Universal owned channels, a social media toolkit for all markets to use, creating a pre, during and post campaign strategy, social videos for UK retailer Smyths Toy Superstore and narrative videos for NBCUniversal owned channels, as well as overseeing the social video production for France and Italy.
