IRL vs. PVZ
THE BRIEF: Create a campaign to raise awareness about the launch of Plants vs Zombies Garden Warfare 2 among the Kids Choice Awards audience.
THE IDEA: We celebrated the spirit of the KCAs by launching a twitter campaign that let kids choose which ad experience they wanted: the PVZ version or the IRL version. For the PVZ versions, we created epic mini trailers for each new character, then re-enacted those with handmade puppets for the IRL version, to highlight just how much better PVZ is than real life. We also launched a snapchat filter and GIFs. The campaign was so successful, we launched "How To" videos so fans could make their own character puppets. Overall, the campaign garnered over 100 million impressions - with over a 20% engagement rate from fans.
The Twitter Ad Posts:
We used a new Twitter capability that allowed users to respond to a sponsored post with a tweet, that then triggered a new tweet to them serving their chosen ad experience.
The Twitter Videos:
After tweeting their choice, users were served either the epic PVZ trailer or the IRL recreation.
We created over 100 original gifs featuring campaign footage, then partnered with Popkey to feature them both on their mobile keyboard and Facebook Messenger.
The Snapchat Filter:
(Even Kate Hudson used it!)
The How To Video:
Art and Copy: Meghan O'Neill and Divya Seshadri
Associate Creative Directors: Jeff Fang and Ryan Hartsfield
Creative Directors: Anna Rowland and Warren Cockrel