Partying with PJ Masks
Micro regional events – London & Leicester
We have a database of over a thousand UK VIP’s – Very Important Parents – best-in-class brand ambassadors and their kids, who are always up for a PJ Masks party!
The PJ Masks consumer products programme was launched with a PJ Masks Halloween Party at Picturehouse Central, Piccadilly in London. A selection of the UK’s top parenting influencers and their children, handpicked for their love of the TV show, enjoyed numerous activities such as face painting, arts and crafts, costume character meet and greets and a Diddi Dance class. The highlight of the session was an exclusive premiere of a PJ Masks episode ahead of its broadcast debut on Disney Junior and kids enjoyed playing with the PJ Masks toys provided by Just Play Flair and Ravensburger. In addition to memories of a great experience, the participants were provided with an amazing parting gift goodie bag packed full of official licensed products.
Within 24 hours, the event’s hashtag #pjmaskshalloween amassed more than a half million impressions across major social media platforms.
Overall, the event attracted more than 1.2 million unique impression and created a viral moment for PJ Masks.
Of course, not all PJ Masks fans or parent bloggers are in London. We pride ourselves on connecting with fanbases wherever they live.
So, we also hosted an event at the National Space Centre in Leicester and invited top local influencers to a special VIP screening at the educational venue.
Beyond promoting general brand awareness, our two main objectives for this event were to promote the new space-themed PJ Masks special episode and to demonstrate that the National Space Centre was suitable for preschool age visitors.
Our targeted briefings to local micro- influencers garnered 251 pieces of coverage specific to Leicester reaching 121,000 people.