Typically, the holiday shopping season has children begging parents for the newest “it” toy. With a franchise as iconic and memorable as Teenage Mutant Ninja Turtles, we took the opportunity to bring to life the iconic world of TMNT through the breadth of over 100 action figures available.
SEE THE EXPERIENCE AT CITYUNDERSIEGE.CA
Welcome to TMNT City Under Siege, a Canadian-led multi-platform content experience from Nickelodeon, which coincided with the Season 4 TV premiere and launch of the latest line of Teenage Mutant Ninja Turtles toys at Walmart.
When children play, they use their imagination to create immersive scenes and storylines not bound by limitations.
Using Teenage Mutant Ninja Turtle action figures, the campaign presented a four-part interactive film series housed on CityUnderSiege.ca — inviting fans to fly through the sets and watch the four beloved Turtles suspended in frozen battle scenes against an onslaught of familiar foes.
Essentially, fans try before they buy; observing the nuanced methods that kids often use to tell stories through play. Subtle hotspots over each action figure let fans delve deeper into the background of each character, including their allegiance, combat style, and history. To drive to purchase, we provided a link to view the toy on Walmart.ca.
In collaboration with award-winning motion production studio, Spot Cinema, we hand-crafted four toy-scaled sets so detailed they looked as though they’re straight from a kid’s imagination. Spanning the Turtle’s sewer lair, the city streets, the New York skyline, and Dimension X, these intricate sets were the stage for an epic Teenage Mutant Ninja Turtles battle like no other. As a true testament to fans, sets were designed with immense detail to bridge the gap between the popular animated Nick series that inspired the toys, and the real world they occupy.An accompanying online contest placed gamers and fans of the Nick series in familiar territory, challenging them to find a hidden Easter egg character in each of the four chapters for the chance to win TMNT action figure prize packs.
The Results
The site garnered over 60,000 page views, with most viewers staying the full length of the video. Walmart Canada saw a nearly 15,000 boost in click-through to their TMNT products.