Moose Toys asked us to blow away Comic-Con with its latest toy line, a collaboration with MrBeast. This was Moose Toys’ debut at a convention known for the biggest attractions and over-the-top activations, so it needed to be epic; defy expectations; and introduce its toys to a whole new, older audience. We love an audacious ask.
We knew no one could ignore a crash, especially one with toxic slime. So that would be our launch. We overturned a MrBeast Lab tanker truck that oozed blue slime across the pavement for all of Comic-Con to see. When the men in hazmat suits opened up the back hatch of the tanker – they, and lucky Comic-Con attendees, found a full-on, slime-filled store displaying highly collectable MrBeast Lab toys inside along with interactive games to ramp up the fun.
We backed it up with integrated social content and influencer planning that helped the campaign result in over 24 million views, 661,929 engagements and more than 112 million potential impressions. And, for the cherry on top of the slime, the activation triggered Walmart to request a similar crash activation at its Bentonville store to begin the holiday push.