License to PR joined WildBrain to kick off a year-long 25th anniversary celebration for icons of British popular culture and the original disruptors of children’s television, the Teletubbies with this award-winning campaign in 2022. High reach PR activity spanned a Teletubbies audition on ITV’s Saturday night primetime TV show Britain’s Got Talent, costumer character visits to a celebrity family home and the offices of BuzzFeed and LadBible, beautifully packed anniversary hampers for influencer outreach and a 25 year fact sheet to generate national press. Total coverage reach exceeded 47 million and extended engagement beyond families to encompass millennial audiences. The brand halo created by the campaign has both reminded and introduced people of the unexpected joy that the Teletubbies bring.
- LtPR secured a grand reunion on Britain’s Got Talent on Saturday night TV between the Teletubbies and Simon Cowell:
- The episode featuring the Teletubbies was watched on ITV by a UK audience of 5.84million with a further 2million watching the YouTube video
- The broadcast generated a further 27 pieces of online national and regional coverage with a UVPM of over 227.6million
- David Walliams and Amanda Holden also couldn’t resist posting about the activation on their socials which reached a combined following of 3.8million
- LtPR took the Teletubbies to the London offices of BuzzFeed and LadBible to target millennial fans:
- BuzzFeed uploaded videos on the day of anniversary across their YouTube (254,000 subscribers), Instagram (151,000 followers), Twitter (173,400 followers) TikTok (71,500 followers) and created an online quiz which reached 15,180,864 UK UVPM
- Teletubbies caused chaos in the office of LadBible with the characters trying their hand at pool and ping pong! The reel content went live on LadBible Instagram (12,400,000+ followers) and had 1.1million views as of June 2022
- Teletubbies visit Lucy Mecklenburgh and Ryan Thomas to celebrate their son Roman’s 2nd birthday:
- Lucy and Ryan posted social content to their 2.8million+ Instagram followers
- Additional post from Adam Thomas (1million+)
- Gifted opportunity that generated 11 pieces of social content in total with a total media value of £401,127 and engagement rate of 2.38%
- Gifted outreach of 25th anniversary hampers full of official merch:
- 14 celebrity and top tier influencer families
- Coverage reached a combined following of over 3.2million+ spanning 52 pieces of content
- 25 Facts for 25 Years Factsheet generated:
- national coverage in Daily Star on Sunday using our specially crafted fact sheet (124,581 circulation),
- national online coverage from Metro (6,570,388 UVPM), Daily Mirror (8,212,000 UVPM), Daily Record (906,445 UVPM), OK! Magazine (172,178 UVPM)
- regional online coverage from Nottinghamshire Live (214,415 UVPM)
- BBC Radio regional coverage (1,474,000 combined average listeners per week)
- License to PR scooped a Drum PR Award in 2022 for best PR campaign in the Music, Entertainment, Gaming and E-Sports category.
