Nickelodeon

The HALO awards is an annual awards ceremony for teens who are Helping And Leading Others (HALO). The 2011 HALO Awards aired on Nickelodeon on November 6, 2011.

Attracting and engaging teens

The upcoming 2011 HALO Awards was on its way to success. Nickelodeon wanted to create a marketing campaign to drive teens to engage with HALO content on TeenNick.com. They developed a campaign that relied on the use of gamification and approached BigDoor for a solution.

The HALO Effect

The entire planning, development, and testing process took about a month and the Rewards Program called the HALO Effect was ready to roll on TeenNick.com a couple of weeks before the show.

When teens visited the site, they had the option to go on HALO quests to learn about the HALO Awards. As they progressed in the quests, they earned HALO points and eventually won a $5 Donor’s Choose card that could be used to make a donation to a public school on DonorsChoose.org.

The results

Nickelodeon redeemed all 3,000 Donorschoose.org cards and gave away $15,000 for the Donorschoose.org charity way ahead of schedule (2,500 cards were redeemed in the first 11 days of the game).

When teens registered with the HALO Effect, they engaged more with the website performing 13 times as many actions such as commenting, sharing, and viewing content. Not only did teens discover more about the HALO Awards, but they earned the opportunity to have their own HALO moment by giving back.