CaseStudy Ages 2to5 Sesame Street Products Span Formats, Audiences

Selling to Kids, June 9, 1999

Sony Wonder and Children's Television Workshop power-launched Elmopalooza, a diverse product series from an entertainment special of the same name, by building a campaign that has more facets than Elmo has fur.

The special had the Sesame Street characters, with Rosie O'Donnell, Cindy Crawford, Chris Rock, Jon Stewart and other celebs, taking over a Broadway show.

Duets between the likes of Jimmy Buffett and Kermit created the center-point of Sony's audio and video products, which bagged a 1998 Grammy for "Best Musical Album for Children," Parenting maga-zine's "Video of the Year" and a place on the American Library Association's "Notable Children's Recording" list.

Timing is Everything

The campaign for Elmopalooza launched in four waves. The solicitation to retailers came first, between October 1997 and January 1998, followed by the TV broadcast, audio launch and publicity and radio promotion in wave two between February and March.

Wave three, April to June, included the VHS/DVD launch, consumer ads and promotions, retail merchandising, a display contest, and video publicity. TV contract restrictions caused a holdback of the video release, so the audio release came first. The fourth wave began in July, with ongoing marketing efforts including trailering, rebroadcast and cross-promotions.

The initial goal was to ship one million units. Sony ended up doubling its three-month forecast based on orders. Another goal was to increase sell-in and sell-through of the entire Sesame Street catalog of products. During the first three months of release, the catalog's volume was flat and the total kids' category sagged by 30%, according to Sony.

Sony and CTW also hoped to reach beyond the obvious targets of pre-schoolers and their parents. Since Sesame Street has been on the air for 30 years, there's a sizable group of former viewers Sony hoped to reach with the new product. It did. But an attempt to draw another audience - kids 6 to 11 - failed. The partners concluded that the age group is too cool for anything associated with Sesame Street.

Sweeps, Rare Venues

The show's exposure was ensured by its airing on ABC TV at a prime 8 p.m. time slot on Friday, February 20th. "We wanted to get the show on the air during the February sweeps," says John Phillips, SVP, marketing, Sony Wonder. "Retailers like to see what's coming."

With viewer appetites whetted, the first CDs and cassettes tied to Elmopalooza were released March 3. Sony built anticipation for home videos and DVDs by holding distribution until April 14.

Cable got into the act, too. Sesame Street products including Elmopalooza were marketed on a QVC show. Another unusual venue was radio, where kids' music is rare beyond Radio Disney.

Because the featured musicians covered a range of genres, Elmapalooza songs broke that barrier, "and not in just one format," says Phillips. Music from the show by Fugees got play on urban stations, a Steve Tyler song hit rock stations, and The Mighty Mighty Bosstones aired on alternative stations.

Sony Wonder and CTW worked hand in hand on strategies, packaging, media relations and on the Web site, as well as a DVD hardware giveaway and re-broadcast on PBS. Sony leveraged its own diversity by drawing upon Sony Music/Epic Records Group for the radio promotion; Sony Electronics, for the DVD hardware; and Sony Theatres, for ads on more than 800 screens nationally. Outside support came from Strottman International on promotions and Pryor and Associates on publicity.

Other Key Strategies

The pitch to retailers included a behind-the-scenes teaser tape (dressed in Elmo-red fur), an eight-page sell sheet and a mail campaign. Publicity efforts included appearances by Elmo's "Muppeteer" on The Rosie O'Donnell Show, morning news and radio. Jon Stewart appeared on MTV and Sesame Street characters did interviews, which were nationally distributed to the press.

Impulse and display support came from On-packs, filled with puzzles, Play-Doh samples and phone cards; limited-edition seri-cels (gift with purchase), sweepstakes, coloring contests; and features on a now-inactive Web site.

Sony and CTW targeted consumers with TV ads, online banners at ctw.org, on-screen and lobby monitor ads in Loews/Cineplex Theatres, trailers and inserts on Sony Wonder product, and promos on radio morning shows.

Other partnerships were forged with Discovery Zone (Elmopalooza activities in 200 locations), Dairy Queen (a national meal promotion), Drypers (Elmopalooza diapers), and Arby's (Elmopalooza in a kids' meal).

All of this promotion doesn't come cheap. "We were willing to spend to unprecedented levels. We thought it was the biggest sellthrough opportunity." So how much did it cost? Phillips will admit only to "over $2 million," with the budget based on the entire Sesame Street catalog.

(John Phillips, Sony Wonder, 212/833-8460; Nan Halperin left CTW last month when CTW's reorganization eliminated her job of VP, marketing partnerships. She's seeking new opportunities and can be reached at 212/592-1011)