Consumer Marketing · Paramount / Nickelodeon · 2021
The Patrick Star Show — web AR launch activation
A multichannel launch campaign anchored by a first-of-its-kind interactive web-AR experience, designed to generate awareness and buzz for the series premiere of Nickelodeon's first new SpongeBob Universe spinoff.
THE CHALLENGE
Launch a spinoff character audiences already loved — but in a franchise context that made the new show feel distinct. The summer window offered a unique opportunity to reach families in-person and online, but the campaign needed a memorable, shareable anchor beyond standard linear promotion.
MY ROLE & APPROACH
As marketing manager, I developed the campaign strategy and oversaw the creation of an interactive web-AR experience that blurred the line between the real world and Patrick's world — no app download required. The multi-channel approach surrounded the AR experience with social, digital, and on-the-ground activations to drive discovery and repeat engagement throughout the premiere month of July 2021.
RESULTS
2.2min
Avg. time spent with AR experience
3.4min
Peak avg. time spent, day after premiere
Additional channel performance data available on request.
Promax North America — Virtual/Augmented Reality, Patrick Star Show
