Bringing a “Fresh” twist to an international interactive education company through video production, product packaging, website development, and extensive brand creation
GoNoodle is a collection of interactive and physically engaging programs that teachers and parents can use together to get America’s youth moving and learning in a fun new way. Approximately 1 in 3 elementary school teachers use GoNoodle in the classroom, which equates to 68,000 schools, 480,000 teachers, and more than 10 million kids. The results are praised by teachers and parents alike. GoNoodle was working on introducing Blazer Fresh, a new channel on GoNoodle that brings exciting educational content to students in a whole new way. Combining funky hip hop beats and easy-to-learn dance moves, Blazer Fresh gets kids moving, grooving, and learning all at once.
BIGEYE partnered with GoNoodle to build a campaign that would creatively inform GoNoodle’s major corporate partners, such as local hospitals and educational institutions, about Blazer Fresh. Taking it a step further, the campaign also had to engage these partners in a way that enticed them to serve as advocates for Blazer Fresh and encourage teachers and parents in their community to bring the program into their schools and homes.
BIGEYE’s project leads traveled to GoNoodle headquarters in Nashville to meet with the talented people who make GoNoodle such a successful and admired brand. This face-to-face interaction allowed our team to fully understand and embrace the GoNoodle culture and mission in order to translate those values creatively and strategically through the multi-platform campaign we were about take on.
Creative Director Seth Segura led the charge in concepting a fun and playful campaign to flow through various touchpoints for the consumer. With nothing but an existing logo, one pattern, and one typeface, GoNoodle trusted BIGEYE with complete creative freedom to build out and fully extend the brand with additional elements that would set the tone for its future.
First came a landing page and “sizzle reel” promoting the Blazer Fresh program and the campaign contest – an opportunity for consumers to win a Blazer Fresh party at a school in their community.
In order to reach the consumer both digitally and traditionally, the team sent each partner an email and a postcard, both directing consumers to the landing page where they could view the sizzle reel to learn more about why GoNoodle created Blazer Fresh and how it could positively impact their community. Both items also teased another exciting product on the way.
And then the product they had all been waiting for finally arrived. BIGEYE created and delivered over 50 packages full of Blazer Fresh goodies to each of GoNoodle’s identified partners, complementing all of the teaser items they had previously been sent. Each “jam pack,” resembling an old-school boombox, contained vibrant and playful promotional items such as bowties, “nerd” glasses, other photo props, and an actual Walkman with headphones and a cassette tape containing unique recorded messaging about Blazer Fresh and actual music from the program. The information inside encouraged the recipient to take pictures with the props and send them to GoNoodle as their entry into the campaign contest. Each package recipient also received multiple follow-up emails to confirm receipt of the package and to drive home the client’s ultimate desired result of promoting entries to the contest.
GoNoodle fully understood their ultimate objective but weren’t sure how to make it happen. And that’s where BIGEYE came in. The team took this as an exciting opportunity to utilize multiple services in the agency and really think BIG. It was also an open door to experiment with fun and lively branding elements to develop the identity of Blazer Fresh. The designers channeled Will Smith’s iconic “Fresh Prince of Bel-Air” character and truly brought the brand to life. Fonts, colors, and icons reminiscent of the “golden age” of MTV simultaneously connect with two very different audiences: the young students that will love singing and dancing along to the Blazer Fresh content, and the adults implementing this program in their homes and classrooms.