Nickelodeon is the number-one entertainment brand for kids. The company includes television programming and production in the United States and around the world, plus consumer products, online, recreation, books and feature films. Nickelodeon’s U.S. television network is seen in more than 100 million households and has been the number-one rated basic cable network for 16 consecutive years.
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.
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).