Bob Esponja. SpongeBob Kanciastoporty. SvampBob. For nearly 20 years, SpongeBob SquarePants has been a favorite among parents and kids alike. Most, however, don’t realize that the same cartoon their kids know and love is also watched in houses across the globe. In 2018, Nickelodeon looked to celebrate the global phenomenon that is SpongeBob with an international campaign that brought fans from different countries together. Enter DX.
DX partnered with the global marketing team at Nickelodeon to create a campaign that engaged SpongeBob fans, illustrated the global nature of the show, and included social elements to allow for virality/earned media. The result was the SpongeBob Heart of Gold Mosaic. The custom-built microsite allowed fans to show that they had a heart of gold, just like SpongeBob, by adding their photo to a global photo mosaic. Once completed, the entrants’ photos were combined to depict a scene from an upcoming SpongeBob special.
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The microsite was available in 10 languages, optimized for all devices, and included search, zoom, and sharing functionality. The campaign was promoted on social, on Nickelodeon global sites, and on-air. In the end, Nickelodeon received over 1,000 entries from over 10 countries without a dime of paid media.
