Based on the bestselling book, Nickelodeon's newest movie, Escape From Mr. Lemoncello's Library invites kids into a wondrous world where beloved books spring to life and a series of unbelievable puzzles test the imagination. Tasked with driving buzz and excitement around the movie, the Nickelodeon social team decided to leverage Instagram Stories to make a one of a kind gamified experience.
Nickelodeon recognized an opportunity to challenge our Instagram audience with a gamified story that highlighted the wondrous themes of Mr. Lemoncello's Library. We worked with our design team to create a "tap fast to escape the library" story where the main characters were running back and forth through different library rooms while being chased by scary emojis. Once the user reached the end of the story, we rewarded them with a Mr. Lemoncello's library card that they could screenshot and upload to their own Instagram Story.We strategically utilized the latest Instagram Story feature where users can take a selfie photo within the stickers tab and add it to their library card. We wanted this Instagram Story to get kids excited about Mr. Lemoncello's Library while giving them a fun game to play within their favorite platform.
The Instagram Story itself earned over 126K impressions, reached over 95K users and had an 82% retention rate. We saw hundreds of kids tagging us in their Instagram Story showcasing their new library card. Our campaign helped Escape From Mr. Lemoncello's Library became one of Nickelodeon's highest rated movies of the year.
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