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.


The GIFs:

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