To develop an interactive global digital campaign across 9 markets (EMEA, AU & NZ, North America and China) that engaged parents and kids in the world of Thomas & Friends, and built upon themes of the latest movie ‘The Great Race’.
We initiated ‘Calling Team Thomas’. This included the design and build of a global site, a number of apps, a suite of social assets for international use, full international localisation and ongoing community management.
Weekly tasks for parents and children featured on social, driving parents to upload images via the site of their children achieving the task to feature in the Thomas picture gallery. Participants were then rewarded on the Team Thomas website via ‘content unlocks’ – new games etc.
The campaign ran for 6 weeks exceeding targets.
- 150,000 unique website users
- 5,603 photo uploads
- 15% average social engagement rate
- 4m 39s website dwell time