Project Overview
We crafted an exciting new strategy for Nickelodeon to take SpongeBob underwater at aquariums and embark on epic adventures with DORA at zoos. For SpongeBob’s 25th anniversary, Allionce brought the fun straight to aquariums, inviting families to dive into a sea of activities that spark joy and celebrate SpongeBob’s optimism. To reignite the return of the world’s greatest kid explorer, Allionce rolled out one of a kind, interactive learning adventures for DORA at U.S. zoos.
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What We Did
SpongeBob and DORA were activated across twelve participating zoos and aquariums. This campaign was brought to life through a fully integrated strategy including owned and earned media, experiential, OOH, digital, and sponsorship.
For SpongeBob we designed branded scavenger hunts, where families explored aquatic habitats while learning interesting animal facts. Sustainability tank clings inspired visitors to “ACT LIKE A SPONGE” and take part in ocean conservation efforts. SpongeBob beach cleanups and exclusive “Saturday Morning Cartoons” screenings kept the excitement rolling, while branded photo ops let families capture their Sponge-tastic memories.
We brought DORA’s world to life with nature-inspired scavenger hunts featuring “Did You Know” habitat signs. Photo-op cutouts of Dora, Boots, and Swiper allowed families to snap pictures and create lifelong memories of their experience. To celebrate one of the most watched pre-school series of all time, zoos also showed screenings of the brand-new Paramount+ original series, Dora, at on-site theaters.
The Result
This partnership showcased Nickelodeon’s leadership in entertaining kids and highlighted their commitment to fostering family connections through immersive and unforgettable experiences in every day places.
- 2,851,136 visitor attendance (during campaign)
- 60+ earned media placements including live coverage on prime time morning news segments.
- $5.72 CPM