Geppetto was asked to help Pepperidge Farm’s Flavor Blasted Goldfish bring a corporate commitment to active play to life in a meaningful way for their target consumer.
Geppetto created an integrated marketing program called The Goldfish Games, that involved a partnership with the NBA, and which resonated with tweens across the nation.
It revolved around a Web site that featured more than 100 “outside games” kids can play, tools for inventing their own games and a scoreboard that tracks playtime.
Tweens were invited to submit their best invented Goldfish Game for a chance to win a trip to the NBA All-Star Game, meet NBA celebrities and see their game brought to life at the NBA All-Star Jam Session. The finalists’ games were filmed at Jam Session and posted online. 51,000 site users have racked up more than 140,000 hours of offline play.