We used a balance of traditional and non-traditional media to raise awareness for the program and drive strong consumer engagement. We created a chance for kids ages 0-5 from anywhere in the US to have their own Broadway debut.

We had parents to shoot videos of their kids saying “Kee-Ko” (or at least trying). We then put videos of the babies on a billboard in Times Square. We set up a camera on the 8th floor of the building facing the billboard and took a picture of it in real time and sent it back to the parents as an attachment in an email.

We used print ads and banners to send parents to the micro site where they could upload their videos. We even created a webcam enabled banner so parents could record their kids directly from the banner without having to leave the site they were visiting.

In only 6 short weeks, we received over 80,000 hits to the micro site and had close to 500 video submissions. Parents spent on average over 3 minutes on the site. The campaign received a lot of buzz on Mommy blogs, which are a crucial element for any kids’ products. We nearly doubled Chicco’s Facebook likes and helped drive more consumer engagement on their page. Chicco’s sales at a leading U.S. retailer passed expectations and their phones kept ringing with new b2b customers. But most importantly, now, Americans can say our name! Say “Chicco”.