When you think of promoting good dental hygiene, zombies aren’t the first thing that usually comes to mind. At PopCap, it was pretty obvious. After our PR team had the brilliant idea of partnering with the American Dental Association for a Halloween-themed campaign, I joined my creative team and got to work, and created a captivating campaign that reached millions of kids and parents across the country, helping them make a healthier choice… and have fun doing it.
So, we conceived a multichannel campaign centered around the theme “Stop Zombie Mouth” — encouraging kids to opt for a healthier treat: a free game!
Reach: 10+ Million Trick-or-Treaters
Over 1 Million free game downloads
The campaign included a music video — introducing the Putrid Posse, a gang of do-badders that wanted to rot your teeth out. It built from there to include landing pages with freebies like coloring pages and printable masks, social challenges, digital ads, and in-office displays.
Our partnership with the ADA helped us connect with dentists all around the country. And when kids stopped by their offices before or on Halloween, they were given packs of game cards — an inside each pack was a code for a free download of PvZ.
All told, we connected with thousands of participating dentists and 10 Million people nationwide. And we prevented at least 1 cavity.