Objective
Launch a year-end event to promote the awareness and use of the ESRB age rating system among parents with children ages 3-15.
Role
I was the lead on the creation and design of the website, influencer videos/promotion, data analytics/research, and contest UI/UX management.
Description
“Join the Conversation” was an awareness campaign where the goal was to encourage parents to share their experiences with the ESRB ratings either from their own childhood or with their own children. Four grand prize winners received a free trip to the popular Penny Arcade Expo (PAX) in Seattle for their family.
Result
The Penny Arcade videos received over 120k combined views and the Hulu pre-roll reached 1m impressions. "Join the Conversation" won multiple gold awards from both Hermes and Telly organizations in 2018.
The contest was a success and we received incredible and heartfelt stories from parents who participated. Hundreds of individual submissions were sent in and user engagement spiked on all of ESRB's channels throughout the contest’s lifecycle as we posted the winners’ submissions, influencer content, and advertisements.
Promotion
To support and promote the contest, we created a microsite to receive and display submissions; ran earned/paid social posts, animated banners on parent focused websites, video pre-roll on hulu, and physical banners at PAX; and engaged with influencers from Twitch, Kinda Funny Games, and Penny Arcade to create content driving their audience to the contest.
Contest Website and Banners
Social Media
Connect with me
