We first launched Scream Street back in 2015, so we’re huge fans of the show which is co-produced by Coolabi and Factory, both long-standing clients and friends here at Sundae. We were absolutely thrilled to hear that spooktastic second series was on its way back to CBBC for Halloween 2020 and couldn’t wait to get started.
Based on the hit book series of the same name by Tommy Donbavand, the all new, fast-paced and hilarious 26 x 11’ series features a whole host of new characters and rib-tickling adventures and once again features the voice talents of John Thomson, Debra Stephenson, Tyger Drew Honey, Claire Skinner, Rasmus Hardiker, Tala Gouveia, and Jim Howick.
Under more normal circumstances, Sundae would have been planning a fang-tastic family screening filled with tricks and treats but due to the pandemic, we had to approach the publicity campaign in a brand new way.
As many families had been challenged by the changes to their usual Halloween plans, we conjured up the perfect party to keep those little sprites entertained at home. The celebrations were open to all, with lots of things to make, do and watch, including a free downloadable ‘Scream Street Halloween at Home’ party pack, a Scream Street dance challenge on CBBC’s YouTube featuring The Next Step, plus an online watch party and Instagram Live in partnership with Girl Talk and hosted by Tyger Drew Honey.
Coverage of this wonderful activation was achieved across Good House Keeping UK, The Sun, ParentFolk, ABC Magazine and Raring2Go. We also worked collaboratively with a range of parenting influencers, including @Muminthemadhouse and @Intheplayroom, to promote Scream Street’s Halloween at Home across their social channels, reaching a potential audience of over 110k people.
The series is also animated by our wonderful client, Factory (Clangers, Newzoids, Strange Hill High), who made the show through high quality stop-motion animation. It’s this craftsmanship and skill that was an important strand of our campaign and it was fantastic when we secured a Behind The Scenes feature with Broadcast Magazine, which was written by Factory Managing Director, Phil Chalk and showcased how the team has had to adapt its way of working during the pandemic to produce the show.
We were also able to arrange an exclusive behind the scenes tour for CBBC show Blue Peter, conducted under strict COVID guidelines, an interview with Showrunner Giles Pilbrow for Animation Magazine and a full page in kids titles, First News focusing on some behind the scenes facts.
From the onset of the campaign we also achieved press coverage within key nationals, kids, online and trade titles including interviews with John Thomson in the Daily Express, Debra Stephenson in Daily Mail Weekend and Jim Howick with MEGA! Plus some great coverage in Daily Mirror, The Week Junior, The Sunday Times, Radio Times and many more trade titles including Televisual, Skwigly and Prolific North.
Overall, we were absolutely delighted with the results for our lockdown Halloween campaign, we’re delighted that in spite of the restrictions we’re delighted that we managed to create and fun an engaging event and activities for Scream Street fans to celebrate the new episodes.
MC x
