Marketing Trendz Volume 23 Spring 2018 Edition | Page 22

community relations
ELMO AND FRIENDS
HIT THE ROAD
Sesame Street changes channels from the small screen to the stage
with its cross-America retail tour
Currently in its 48th season, Sesame Street is mid-way through the
second year of its kindness curriculum. With a new focus on respect
and understanding, lessons bring to light the importance of recognizing
similarities and celebrating differences. A long-time fan favorite, the pre-
school series is based on cross-generational concepts such as empathy and
compassion. Continuing to stay relevant and evolve with the times, Sesame
Street creatively transforms classic characters and storylines. It is taking its
message to an expanded audience, thanks to a mall tour.
“The stories this season focus on cultivating cultural competencies, which
are important pro-social skills for school readiness and for life, and they’re
more vital now than ever,” noted Dr. Rosemarie Truglio, SVP content and
curriculum for Sesame Workshop.
Inspired by the kindness curriculum, Sesame Workshop and HBO recently
launched “"Sesame Street: F is for Friends.” From on-screen to on-stage,
the traveling mall tour brings the whole gang to families in 10 cities across
America. As it noted in its brief, the team delivers an interactive experience
to live audiences: a sing-along show, character meet-and-greets, digital
activity stations, and photo opportunities. It does it all in collaboration with
many local public television stations and community-based organizations.
Scheduled to repeat throughout the day (from 9 a.m. until 4 p.m.), the
15-minute show is free for visitors at each participating mall.
An expanded venue list this year means that costumed characters are
also making private stops along the way at community-based organizations,
including libraries, family shelters, and childcare centers. Reaching out to
community partners and non-profit organizations that share its values, the
team behind the tour believes that strong community connections serve as
the basis for planning and promoting. While the brand name alone has the
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Click on the window in our digital edition to view the video and
discover the "Sesame Street: F is for Friend" story.
power to generate excitement, the success of “Sesame Street: F is for Friends”
depends on relationship building at the grassroots level with local media,
family bloggers, online news outlets, and plenty of lifestyle reads.
Posted on the series’ YouTube channel, the short video “F is for Friends”
follows the story of two young girls spending time together as best friends
and sharing special moments. While the two-minute piece embodies the
main message of the tour, it doesn’t specifically serve as promotional content
for the program. Within three weeks of posting, the video received 28,500-
plus views and close to 300 reactions.
“Sesame Workshop wants to reach kids and families wherever they learn
and play, and that includes public venues like shopping malls and community
outreach spaces. Together with HBO and our community partners, we’re
able to bring learning, laughter, and Sesame Street magic to an immersive
experience that is free to families and offers a unique way to engage with our
beloved characters and educational resources,” said Scott Chambers, senior
VP and GM, North America Media and Licensing, Sesame Workshop.
Sesame Workshop kicked off its tour this past February 3 at Alderwood Mall
in Seattle and will wrap it up at North Point Mall in Atlanta on May 12.