Comic Con for Kids

Playfair, is a “Comic Con” for kids. Created by Greg Topalian, former founder of "Comic Con” had a vision to create a similar event for kids leading to the creation of the first Playfair children's event at the Javits Center.
The Playfair team was interested in reaching Moms & families and was considering using newspaper and Mom focused websites. Radio was not initially one of the media elements that was considered.
A campaign was put together utilizing endorsements by Jayde, a Mom and co-host of Todd & Jayde in the morning. A series of endorsement spots, as well as Text-to-Win spots with a WPLJ discount code were included.
Prior to the launch of this campaign, WPLJ gave away tickets with its morning show feature "What's in Annie's Bun"; a contest where listeners had to guess what is hidden in Annie’s hair. On the first morning, with only a couple of live mentions, WPLJ promo codes were attached to ticket purchases. In addition, a Ninja Turtle figurine was placed into Annie's Bun, integrating Playfair’s toy partner into programming. In order to increase Playfair’s awareness, morning show host Jayde, interviewed Plairfair’s founder and used the interview to create pre-recorded spots to generate excitement.
As part of the promotional campaign, Playfair sent an "Unveiling Box" with toys to Jayde at home that her daughter Stella could open. The opening of the box by Stella was recorded and used to create a video showing the joy and surprise of all the goodies hidden inside the box. Within 24 hours, this video received over 7,000 views on the WPLJ Facebook page.
View the video here
So how did the first Playfair event do? It was a sold out event! The campaign elements, combined with on-air and digital components, helped to drive awareness and interest in the event. Best yet, incorporating WPLJ codes provided Playfair with a metric that proved Radio works.