Thomas and Friends: Track Challenge
MATTEL

The brief was to help make Thomas and Friends fresh, new and relevant to parents and their 2-4 year old children via a social first idea.

We devised the Track Challenge and asked celebrity parents Joe Swash, Jordan Banjo and Ferne McCann to plan, build and reveal an amazing and imaginative Sodor railway featuring the latest toy sets for their children to enjoy playing with.

The kit boxes were designed in-line with the overall creative, and were bursting with hero product and themed props, as well as branded collateral incl. hints & tips, stickers, themed backdrops and colour-in sheets to encourage further play.

We created a hero edit featuring the influencers’ #ThomasTrackChallenge creations which was promoted via paid social, with a call to action for fans to build their own creative worlds.

Fans were also encouraged to like their favourite track from the hero video for a chance to win Thomas & Friends vouchers.

Results:
27 Pieces of content from 3x celebrities
4.8M Reach of organic content via celebrities’ own channels
607K Organic video social video views
4,000 Competition Entries

Role: Creative Director
Agency: Inkling Culture