HOW WE HELPED THE TURTLES BRING THE MAYHEM
Marketing Campaign
TURTLE POWER.
Leonardo. Michelangelo. Donatello. Raphael.
The turtles were back — and we needed to turn the Mutant Mayhem ahead into an unmissable pop-culture event.
While we didn’t execute any karate chops or flying kicks, we did execute nation-wide partnerships, influencer activations, and some unmissable video content.
From radioactive frozen yogurt to Ninjutsu-inspired yoga, our Teenage Mutant Ninja turtles tactics tied back to a few core tenets:
- 1) Deliver moments with Ninja-like unexpectedness, surprising and delighting fans.
- 2) Lean into the film’s new look, art style, and visual aesthetic to revitalize the IP and appeal to fans.
- 3) Activate leveraging the turtles’ iconic lore, unique voice, and beloved characters.
Client Teenage Mutant Ninja Turtles: Mutant Mayhem
Project Paramount
What We Did
- Strategy + Ideation
- Social Content
- Partnerships
- Influencers
- Copywriting
- Design
- Printing + Fabrication
- Event Coordination
- Video
Yogurtland Takeover
As lore has it, the turtles are born from radioactive green ooze. Later in the film, Michelangelo craves frozen yogurt in an iconic scene. With that viral moment as inspiration, we approached Yogurtland and hatched a plan to bring frozen ooze mayhem to stores nationwide (in just a few short weeks).
Introducing: FrOoze—a limited edition, mutant-green flavor worthy of New York’s coolest heroes.
Bring on the FrOoze
Our collab with Yogurtland to bring limited-edition "FrOoze" nationwide activated at several events in our window. Across all of them, we honored turtles lore with the details fans love.
Whether fans found our flavor in the wild thanks to "sewer cover" store signs or met the actual turtles at one of these activation touchpoints, they also found a line-up of film-inspired toppings, including gummy turtles, green pop rocks, and pepperoni — and even some take-home sticker sheets for the kids.
Children's Hospital of LA
To activate the collab, we brought the actual turtles to the Children’s Hospital of LA alongside a special froyo delivery cart. Our turtles surprised and delighted kids, staff, and other hospital visitors with a sweet treat and TMNT fun.
Hollywood Walk of Fame
Next, we hiked our cart into Hollywood to help paint the red carpet green, celebrating the turtles' ceremony to receive their star on the Walk of Fame.
Press and attendees enjoyed FrOoze at the event, alongside photo ops with branded backdrops.
Local Press Event
We then lauched FrOoze to the public at a flagship Yogurtland location, inviting influencers, press, super-fans, and local customers to enjoy a cup of froyo and join in on the mayhem.
With the turtles in attendance in full costume, as well as life-sized statues of the animated characters from the film, the store takeover also included custom TMNT branding, yogurt cups, and souvenir stickers, and much more.
Nationwide Window
Nationwide, FrOoze was available in 200+ stores — but we also made a handful of character-inspired flavors, each of which received custom signage, counter cards, floor decals, and much more.
Cosmic Kids Yoga
Now, it was time to burn off the sweets! In partnership with Cosmic Kids! we invited kids to kick, chop, and flip their way to mindfulness with a TMNT-inspired yoga course.
Leveraging film assets and an original script (and a cameo by some of the turtles), our themed YouTube class invited parents and kids to practice poses and exercises inspired by each of our characters.
