Thomas & Friends: Calling Team Thomas

Our brief was to develop an interactive global digital campaign (EMEA, AU & NZ, North  America & China) that ensured parents and kids could engage with the world of Thomas & Friends around the theme of The Great Race (DVD release).

Understanding the global challenges of the brief, our approach was to design and develop the initiative ‘Calling Team Thomas’ to bring a variety of international territories together to ‘power’ Thomas & Friends to The Great  Railway Show.


This huge campaign included the design and build of a global site, a number of apps, a suite of social assets for international use,  full international localisation, ongoing community management and international digital media buying.


To engage our audience, weekly tasks for parents and children featured on social channels, with parents invited to upload images 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 that they could also share with friends.

The incredibly successful website saw over 150k unique users over the course of the campaign, with just under 6k photo uploads to the site. Social engagement was at 14.2% far exceeding the industry average for social.


Unique and engaged website users


Photo uploads