Target: All Ages
Goal: Successfully promote The Spongebob Movie: Sponge Out of Water through a collaboration with Paramount Pictures and Tom Kenney, declaring the gloomiest first Monday of 2015 “The Day of Positivity”
Program: As a call to action to children and adults of all ages, create an upbeat song and music video oozing with positivity, featuring Tom Kenney, the voice of Spongebob Squarepants.
Encourage fan engagement on dayofpositivity.com with free song and video downloads, selfie uploads to the Positive Smiles Gallery, Positivity Tweets, etc.
Result: #1 Opening weekend box office gross.
$162,994,032 gross to date