• Scholastic engaged L2L to conceptualize, develop and execute the first online / social media pilot program ever for Scholastic.

• As part of the online / social media strategy, L2L designed / implemented “Paco’s Passport”, an interactive, fun game designed to engage the show’s target audience.

• The game showcased trivia questions from Latin American countries with a goal to answer the most questions and accumulate stamps by “visiting” countries.

• In addition to the launch of the interactive game, L2L conceptualized / implemented an online contest which increased the number of visitors for the Paco’s Passport site.  As a result, the winner of the contest would be flown to their preferred destination in the USA, Caribbean or Latin America.

• A quick to market plan was designed to implement an email campaign which reached all of PBS and Scholastic’s proprietary database, a selective online media buy which included high trafficked sites such as Disney and Nickelodeon among others.

Results

The social media pilot program was very successful in many ways.  It not only generated thousands of entries to its contest, but also brought in millions of impressions through its PR, email, online, media buy and grassroots efforts.  For the specific campaign we focused on all parents with kids ages 4-8 with emphasis on Latino parents.