In 2022 Blue’s Clues headed to New York City with the live-action musical film, Blue’s Big City Adventure! After our viral 25th Anniversary campaign for Blue’s Clues in 2021, we set out to make another buzzy moment to excite Blue’s Clues fans of all ages.
Our intent was to highlight that all three hosts would be back together again, and position the movie as a can’t-miss moment for anyone who has watched and fallen in love with Blue’s Clues. Utilizing our social ecosystem of Nickelodeon, Nick Jr., and Paramount+, we wanted to reach a variety of audiences and get them excited about the music, the magic, and the adventures in this film.
Knowing that we wanted to excite fans of all ages and reach the audience who teared up over Steve’s viral message last year, we knew we needed to lean into the three hosts being back together again and draw on the nostalgia elements of the brand.
First and foremost, we utilized our ecosystem of social accounts and released the trailer and key art across Nickelodeon, Nick Jr. and Paramount+ social channels. With all of these accounts talking about the movie, we created buzz and excitement that reached fans of all ages. We immediately followed up the trailer and key art release with content to lean into what fans were saying - that this was the Blue’s Clues version of Spider-Man: No Way Home. We leaned into the iconic Spider-Man meme, but our own Blue’s Clues version with the three hosts which became one of our top performing posts of this campaign. This led to more conversation, more buzz, and more excitement for the upcoming movie.
We also leveraged the bromance and fun that the three hosts have together with exclusive behind-the-scenes content while the movie was shooting in NYC. Between fishbowl questions, BTS photos, and more, fans were excited once again to see Steve and the three hosts back together.
Finally, we leaned into the characters and iconic elements of the show that people know and love. In the weeks leading up to the movie premiere, we published content highlighting Blue, Mr. Salt & Mrs. Pepper, the Thinking Chair, and more. All of this content kept the social conversation going and kept Blue’s Big City Adventure top of mind in the weeks leading up to the premiere.
Our multi-platform, multi-account approach generated buzz and excitement among fans of all ages with over 160 total posts across our owned accounts, 600K engagements and over 5 million video views. Fans created viral content on TikTok and Twitter, referring to the movie as their “Spider-Man: No Way Home” moment.
