Client:Penguin Random House
Diary of a Wimpy Kid: The Meltdown is the 13th book in the Wimpy Kid series. Over 10 years after the first book published, our campaign with Penguin Children’s aimed not only to increase year-on-year sales but also to re-energise retailers and consumers with a fresh and creative campaign for the book.
Our solution was to develop:
A fully integrated digital campaign targeting both parents / gifters and kids, raising the brand awareness of the Diary of a Wimpy Kid series and sell copies of The Meltdown.
The campaign featured a bespoke game developed in partnership with Nickelodeon, innovative tap to reveal Instagram ads and a live streamed book cover reveal that was frozen in a block of ice!