Teenage Mutant Ninja Turtles: Turtles Turn 25
Challenge: The Teenage Mutant Ninja Turtles property turned 25 in 2009, marking a quarter of a century of evolving “Turtle Power.” Peppercom was tasked with creating an experiential campaign to build buzz in 2008 and develop full “Shell-ebration” elements in 2009 that combined digital, traditional and event marketing tactics to promote the milestone and interact with fans.
Strategy and Execution: Peppercom used social networks to engage and communicate with the TMNT fan base, spreading the word and building momentum for the launch of an interactive Web site – TMNT25.com – directed toward enthusiastic, nostalgic and new fans of the TMNT property. The site included a character blog where a number of fans were able to guest blog and stay up-to-date on all TMNT25 news and an interactive news widget on the anniversary’s homepage, as well as a variety of other features. Additionally, Peppercom continued to tap into existing fan communities and vertical audiences to spread the word about the 25th anniversary of the TMNT, the new movie slated for 2011, two new video games from Ubisoft and all TMNT25 event and product-related news, including outreach through @TMNT25 on Twitter.
Result: In its first seven months after its January 2009 launch, the TMNT25.com site received nearly 100,000 unique visitors who spent an average of 3:10 on the site while visiting nearly five pages per visit. Traffic spiked significantly around contests as well as outreach and buzz for the larger TMNT25 events that Peppercom promoted, such as the open casting call in Los Angeles for the TMNT movie slated for 2011, the San Diego Comic-Con and the showing of the original TMNT live action movie at the Tribeca film festival.
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