CASE STUDIES

SCHOLASTIC : CAPTAIN UNDERPANTS BOOK TOUR

CHALLENGE

Scholastic reached out to UCG with the task of creating an interactive consumer experience and generating awareness for the newest release in the Captain Underpants book series, Captain Underpants and the Preposterous Plight of the Purple Potty People. Scholastic also sought to build relationships with bookstores across the nation to increase book sales for the new release.

SOLUTION

• Designed a Captain Underpants branded van that traveled to top bookstores nationwide, hosting Captain Underpants special events
• Created life-size replicas of popular characters and features from the book to let children experience the story in a fun and unique way
• Created a custom “purple porta potty” for children to enter and imagine their own adventure and leave chalkboard messages for Captain Underpants
• Dressed readers in a Captain Underpants cape before entering the potty to imitate their favorite character, Captain Underpants

RESULTS

• Over 3,700 event visitors spent an average of 27.5 minutes on site
• Roughly 13,550 event impressions were made along with 1,139,500 driving impressions
• Executed at 24 locations throughout New York, Cleveland, Ann Arbor/Oak Park, Chicago, Austin, Denver, Los Angeles, San Francisco, Portland and Seattle in a four week period