To support the Season 4 premiere of Teenage Mutant Ninja Turtles and the launch of a new toy line at Walmart Canada, the mandate went beyond merchandising. We set out to build an immersive digital environment that captured the franchise’s energy and translated cultural momentum into measurable retail performance.

Strategic Objectives

• Increase engagement duration through character-driven video and interactive mechanics.

• Drive qualified traffic directly to Walmart Canada’s TMNT product pages.

  
  

TMNT: City Under Siege was a four-part interactive film series housed on a dedicated microsite. Instead of relying on pre-roll or banner placements, we created a fully immersive digital world designed to mirror how kids actually play.

Using real Teenage Mutant Ninja Turtles action figures staged in dynamic, frozen battle scenes, fans navigated through the environment, explored character matchups, and uncovered layered storylines. Interactive hotspots revealed each Turtle’s allegiance, combat style, and backstory — transforming product features into a narrative rather than sales copy.

The experience functioned as a “try before you buy” moment, allowing kids to see how the toys came to life through imagination. Seamless pathways drove directly to Walmart.ca, connecting exploration to purchase without interrupting immersion.

The result felt less like a traditional campaign landing page and more like stepping into a child’s imagination.

We didn’t advertise the toys.
We demonstrated the world they unlocked.

Results

• 60,000+ page views during the campaign window

• Strong video completion rates, with the 88% of visitors watching through the full experience

• Nearly 15,000 click-throughs to Walmart Canada’s TMNT product pages to purchase

Beyond engagement metrics, the campaign bridged fandom and commerce — converting brand affinity into measurable retail lift.