Global SMURFS day

Brief:
Launch the re-booted Smurfs movie to a new tween audience.

Idea:
I knew there was already a passionate Smurf audience out there, including a hard-core Swedish following that
went as far as to set a world record in 1982 - most people dressed as Smurfs.

So to launch the new movie, I created Global Smurfs Day - a single day of the year in which everyone around
the world could celebrate their love of the Smurfs.
To cement the date in everyone’s diary, I rallied 11 countries around the world to smash the existing world record.

I spoke to our new, young audience on Club Penguin and Bin Weevils - creating an immersive, virtual world for
them to explore, play and learn all about the upcoming movie and record attempt.

Then on Facebook and Twitter, I targeted fans of the original 80's cartoon - creating a series of 'old school' posts
that rekindled smuf-tastic memories and prompted them to sign-up for the record attempt.

With the help of rich media ads, HPTO’s, social trailers (and a good dose of pester-power) I attracted over 30K fans
at venues around the world, 8,000 at the O2 in London.

At each venue fans were treated to face painting, a simultaneous karaoke singalong and a chance to see the movie
before anyone else.

Result:
The Smurfs opened No.1 at box offices around the world.
Set a NEW Guinness World Record - Most people dressed as Smurfs within 24, since broken :(
Forever cemented June 25th as Global Smurfs Day.

Responsibility: 
Creative Concept, Art & Social Strategy