Mike Wood, WGBH National Marketing

Curious George Season 7 Premiere

WGBH National Marketing Highlights

Mike Wood, WGBH National Marketing

Goals and Tactics

• Goals– Encourage buzz and promote tune-in for season 7

premiere of Curious George on PBS KIDS.

• Tactics– Conduct a multi-layered campaign including:

• Multimedia press release

• Blogger campaign

• Audio news release

• Facebook advertising

Mike Wood, WGBH National Marketing

Social Media Buzz

• The season premiere of Curious George saw a significant spike on Twitter leading into December 3rd.

• Note: November 15th spike due to release of research study results

Mike Wood, WGBH National Marketing

Social Media Buzz-PBS and Bindi

Mike Wood, WGBH National Marketing

Blogger Campaign

• Worked with 360PR to conduct two-tiered blogger campaign.

• 25 bloggers received viewing party kits containing – DVD of the three new

episodes– Curious George Dinosaur

Tracks TV tie-in book– Growth chart, activity

booklet, magnet

Mike Wood, WGBH National Marketing

Blogger Campaign-Stride Rite Partnership

• 25 party hosts offered $50 Stride Rite gift card in giveaway.

• Resulted in over 1,500 entries and 132 tweets on Twitter.

Mike Wood, WGBH National Marketing

Blogger Campaign-What we Heard“Raise your hand if your kids love Curious George.” Emily Roach of Random Recycling (UVM: 1,000).

“George did not disappoint, with his fantastic adventures to the Australian Outback, complete with koalas and emus.” Jessie Keppeler of Boston Baby Mama (UVM: 1,124).

“My son loved the new episodes as did I. I also appreciate that Curious George appeals to children of various ages and adults alike.” Nikki Amara Meyers of Days with Us (UVM: 1,000).

“We all loved the new episodes and my boys have been reading their books non-stop since they got them.” Robin Reuhrwein of Masshole Mommy (UVM: 2,855).

“The party was a big success, due mainly in part to the theme. Curious George is irresistible. Children of all ages love him and the Man in the Yellow Hat.” Monica Olivera Hazelton of Mommy Maestra(UVM: 5,900).

“I can always depend on Curious George to be trustworthy and be a clean show with lots of family fun. It is a bonus too as there are always several teachable moments in his shows.” Jennifer Houck Spink of One Mom’s World (UVM: 1,000).

“My family loves this [series]…And as a mom and former classroom teacher, I love the science and math exploration.” Nancy Johnson Horn of The Mama Maven (UVM: 1,106).

Mike Wood, WGBH National Marketing

Blogger Campaign-Boston Screening

• Eleven bloggers and their kids attended a special advance screening of the season premiere at the Coolidge Corner Theater in Brookline, MA.

• Bloggers and kids watched the new episode, had a Q&A with executive producer Dorothea Gillim, and got the chance to meet Curious George himself!

Mike Wood, WGBH National Marketing

Facebook Advertising

• Spent $1,900 on Facebook advertising, targeting friends of Curious George’s Facebook fans, non Curious George fans who fit into target demographic and liked similar properties.

• Ad campaign was able to reach over 944,000 people, which increased the page’s likes by over 82,000 and the weekly buzz around the page to 37,000.

Mike Wood, WGBH National Marketing

Audio News Release

• Ran an audio news release featuring Bindi Irwin through News Generation Services.

• 30-second on-air spot was sent out to 100 radio affiliates in the top 50 DMAs.

• Reached over 27 million listeners.

Mike Wood, WGBH National Marketing

The End