Goosebumps, a new film for Sony, was due to be released. However, when it was announced that a version of the book series would be brought to the big screen, concern permeated amongst parents that the movie would simply be too scary for their kids to see.

With over 180+ published stories and 350 million unit sales, Goosebumps was a 90’s literary phenomenon amongst kids. It had however fallen out of the public eye, with behemoths such as Harry Potter stealing the magic.

A strong market awareness existed in the UK and US, however in other international territories the brand was less known. Furthermore, the property was lapsed, it was big in the 90's.

To appeal to a family audience we therefore had to amplify the humour and soften the fright factor for families. We needed to entice a family audience by striking a balance between

Working with Rovio we launched the first ever co-branded episode of their popular Piggy Tales series.

The one minute short brought to life the themes of the film with a story in which the Piggies discover the Goosebumps book, and try everything to open it..... but wish they hadn't.

The short was made available in Toons.TV, as well as across Rovio’s and Sony Pictures’s owned channels. We ran co-branded animated bumpers in all Angry Birds apps and In-Game Media roadblocks which also drove to our Toons.TV featured content.

To utilise our own clips from the movie, we created 100% SOV brand channels which sat within Toons.TV.

The media was bought and run across 13 European markets, however it was such a hit that the US, Mexico and Brazil also used the episode as part of their local campaigns.