Campaign details

Brand: Paramount Pictures: Dora and the Lost City of Gold
Lead Agency: Lightbox OOH Video Network
Region: North America

Objective

Paramount Pictures wanted to drive awareness and ticket sales to Dora: The Lost City of Gold among children and families. Since this was the first live-action film stemming from an animated franchise--and also with a more grown up Dora--the client wanted to engage children above merely running their brand ad/trailer.

The KPIs against the objective was engagement with the target audience, which was measured via the plays and time spent of our interactive game.

Target Audience

Children 6-12 and their families. Fans of the existing Dora the Explorer franchise. HIspanic skew.

Creative Strategy

Lightbox reached Paramount's target audience by carefully selecting malls within our network that over-indexed for Hispanics and kids in households.