PROJECT: Paw Patrol: Ultimate Headquarters Immersive Virtual Event
CLIENT: Viacom CBS (Paramount Pictures) + Walmart
AGENCY: PXL
ROLE: Creative Director
DESCRIPTION: Built on PXL’s state-of-the-art VX Platform, I led the creative direction of a collaborative CPG campaign between Walmart and ViacomCBS (Paramount Pictures) to create a PAW Patrol-themed virtual event in the Paramount Pictures Showcase, a bespoke metaverse modeled after the Paramount Pictures Studio Lot. Fans who purchased official PAW Patrol: The Movie toys at Walmart stores or online received a special code to access this unique digital experience, fully compliant with COPPA. This opportunity allowed fans to engage with their favorite characters and get a first look at the film through an interactive event. It featured a 15-minute sneak peek of the film before its release, introduced by special guest Iain Armitage, the voice of Chase, PAW Patrol's lead character, along with downloadable activity sheets, a DIY poster station with digital stickers, recipes, character information, and more!
AWARDS: CLIO for Innovation, Webby Shortlist Finalist
Highlight Reel
Customer Journey
Digital CTAs were created for a wide variety of social media platforms and channels, including official accounts for Walmart, Paramount, and Paw Patrol.
Retail displays and touch-points were also designed to support the campaign with a CTA to scan the products for a surprise and delight moment, This led customers to a custom web portal where they could register for the event.
Traffic was directed to the Walmart website to purchase toys that were included in the Ultimate Headquarters promotion.
