SITUATION

Sony Pictures Home Entertainment realized that for most millennials, connections to the Seinfeld franchise were tenuous at best. After all, most millennials were in diapers during Seinfeld’s last season.

SOLUTION

YMC designed the Seinfeld Campus Tour, a 26 city mobile tour, stopping at college campuses and major sporting events around the country.  The mobile tour included:

  • 60-foot bio-diesel-powered bus that was one-part Seinfeld museum and one-part interactive playhouse
  • Mounted laptops, flatscreens running promo reels, and interactive Seinfeld trivia games
  • Pop-out interactive games and exhibits including mini-golf, Monk’s plate toss, and photo-ops
  • Contests and sweepstakes with awesome Seinfeld-themed prizes for each campus

RESULTS

  • 312 unique blog posts and news mentions
  • 30 million+ impressions generated physically and digitally
  • Average of 1,600 students engaged per campus and 4,200 people engaged per sporting event stop

Seinfeld Campus Tour Microsite 

seinfeld-website

 Photos