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Special Project

Special Project
From the 11th Annual Shorty Awards

SpongeBob Face Roulette

Audience Honor in Instagram Story


To drive tune-in to a new episode of SpongeBob SquarePants we created a fun gamified story to focus on the more silly aspects of the show and the cartoony characteristics of SpongeBob

Strategy and Execution

As with most of the Nickelodeon Instagram Stories, we aimed to make this piece a fun and gamified way to drive tune-in. We decided to experiment with the a roulette-style creative - where fans try to tap and hold at the right moment to correctly un-jumble SpongeBob's face. The speed of the roulette increases in following slide. Win or lose, we still drove tune-in and views to a sneak peek of the episode.


This story amazingly above average in terms of max impressions and reach, as well as a record number of swipe ups to our sneak peek video.


Video for SpongeBob Face Roulette

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