1 in 3 children in America is overweight or obese. The White House and the Ad Council asked us to join their fight against childhood obesity. But how do you get kids to take action?

The Greatest Action Movie Ever (G.A.M.E.)

This immersive integrated platform takes something kids love—action movies—to get them doing things they usually resist—being physically active and eating right.

It started with a nationwide casting call, inviting kids to audition for the movie online. When kids clicked one of the nine scenes, the director showed them how to act it out. Each scene was cleverly designed to get kids physically active and eating right. Kids could prepare for their audition by downloading top-secret files with tips on how to train and eat like an action hero. Kids voted. Then, the actual audition videos were used to build the film, where visual effects transformed their movements… into superpowers.

Every kid in America was invited to audition for The Greatest Action Movie Ever online. And, we did it on a platform that leveraged America’s leading social network for kids, Kidzbop.com, with over a million registered members. To generate buzz and maximize participation, we released a movie trailer, cinema posters, web banners, casting flyers and a digital billboard in Times Square, New York. When Twentieth Century Fox heard about the project, they teamed us up with real action movie stars, The X-Men, to help spread the word via a televised cross-promotion.

But in the end, kids didn’t just make the movie; they sold it to the biggest movie studio in the world—Disney. They premiered the movie on multiple media channels, and offered us one of their stars, Ryan Ochoa, from hit shows iCarly and Pair of Kings to play a character that connected all the scenes together.

No other campaign in Ad Council history gained this much traction with kids. Without a single dollar of paid media, the campaign generated 20 million+ dollars in earned media, 100 million+ impressions and brought 590,000+ unique visitors to the site. In just two months, 7,000+ kids took action by auditioning and voting. Most importantly, countless fruits and vegetables were consumed and billions of calories were burned.

The campaign launched partnerships with Twentieth Century Fox and Marvel. And, when Disney heard the concept, they bought the movie and premiered it on multiple media channels. Since its recent debut on April 14th, The Greatest Action Movie Ever already has 12 m+ views.