The objective was to build hype in advance of the series launch, Toys and Colors Kaleidoscope City, starring YouTube’s #1 Kids Ensemble, with an awareness campaign aligned to the new series’ ethos of teaching kids how to see the world through a new perspective, plus showcasing the first of its kind preschool animation built in Unreal Engine.
Engage Toys & Colors massive YouTube audience to drive excitement and awareness of new show launch on OTT, plus extend reach beyond pocket.watch’s linear and OTT channels through strategic partnership with Republic Records’ new kids label. Leverage a unique song and video to create a viral kids hit that embodies the show’s core messaging and drives love for the new characters before the show even launches.
Launch music video as first episode on YouTube and OTT, showcasing the series' new animation style uniquely built in the metaverse, while expanding audience through distributing the song across all DSPs and radio globally to dominate the kids’ charts.
Partnered with Republic Records: Kids & Family to produce a song about friendship, perspective, and of course COLORS that would transport kids to the new world of Kaleidoscope City. Distributed the music video on pocket.watch OTT and linear channels as well as Toys & Colors YouTube, then top kids playlists on DSPs (Apple Music, Spotify, Amazon Music, Pandora), with radio liners introducing the show and song (iHeart, Sirius). Promoted the video where kids are having their most fun, including screens at all Chuck E Cheese's nationwide, playing in theaters before Puss N Boots, plus through digital media & influencers. Created opportunities for kids to organically engage with the song and characters with placement on TikTok and Instagram, plus a new AR filter to sing along as breakout character, Baby Rainbow.
The launch of “Colors” song and music video succeeded in scaling massive awareness of the new pocket.watch Kaleidoscope City IP globally, leading into the 2023 series rollout. In the first two weeks, the single alone outpaced every kids’ album on the Billboard charts, while the official music video garnered 6 million views on YouTube. The official music video’s success unlocked branding for Kaleidoscope City across all English speaking homescreens in YouTube Kids globally. In the week following, it earned its way to the top of 144 Apple Music kids’ playlists globally. Kids took their newfound love for the characters to social platforms, with 53.7K organic TikTok AR filter uses and countless lip syncs continuing to post.
