Case Study

🐬 SeaWorld x Pinkfong | Baby Shark 10th Anniversary

360 Cross-Platform Campaign

 
 

📘 Project Snapshot

Client: SeaWorld + Pinkfong
Role: Executive Producer
Platforms: Web · Mobile · AR · Video · Social
Timeline: 2024

I led creative strategy and production for this 360° campaign celebrating the partnership between SeaWorld and Pinkfong. From interactive web content and motion-led storytelling to AR experiences and live activation tie-ins, my team crafted a unified narrative designed to engage both preschool audiences and their parents. This campaign served as a fully immersive launch moment—merging video, digital play, and on-site extensions across multiple platforms.

💡 Challenge

This campaign needed to do more than entertain—it had to:

  • Translate brand identities into a shared, coherent narrative across all media

  • Appeal to two very different audiences: toddlers and their parents

  • Integrate AR and interactive components in a way that enhanced the core experience

  • Coordinate content drops across physical park events, digital channels, and YouTube

  • Create emotional connection while preserving clarity, safety, and brand compliance

🚀 Contributions

I supported creative development across multiple campaign components:

  • Original Song + Music Video
    Helped concept and launch a brand-new Baby Shark song and video in collaboration with Pinkfong and creative partners.
    ▶️ Watch the video

  • Live Stage Show
    Contributed to scripting and production of an original live show performed at SeaWorld San Diego, Orlando, and San Antonio. The show featured music, movement, and interactive moments designed for young audiences and families.

  • Themed Food Menu
    Helped develop a park-wide menu of Baby Shark-themed lunches and treats to expand the celebration beyond the stage and into dining areas.

  • Social Media Campaign
    Built a rollout plan around the music video premiere and live show launch, including teaser content, countdown posts, and platform-specific creative to support in-park and digital engagement.

📈 Results

The campaign successfully bridged digital and real-world engagement, delivering significant engagement and enhancing the guest experience across multiple platforms:

  • Music Video Launch: The new animated music video, “Happy, Happy SeaWorld!”, premiered on May 7, 2025, on Pinkfong’s YouTube channel and SeaWorld’s social media platforms. The video features Baby Shark and Pinkfong as veterinarians, highlighting SeaWorld’s animal rescue and rehabilitation efforts—particularly with baby sea turtles. Read the official press release ›

  • Live Show Attraction: The "Baby Shark's Fin-Tastic Adventure" live show became a featured attraction at SeaWorld San Diego, Orlando, and San Antonio. The high-energy performances blended storytelling, music, and interactivity, enhancing the guest experience and drawing families into the parks.

  • Themed Food Offerings: Exclusive Baby Shark-branded snacks, beverages, and treats were introduced across all three SeaWorld parks. These themed food items provided additional touchpoints for guests, extending the celebration beyond the stage and into dining areas.

  • Social Media Engagement: A comprehensive social media strategy was implemented to promote the music video premiere and live show launch. The campaign included teaser content, countdown posts, and platform-specific creative, effectively driving awareness and engagement across digital platforms.

  • National Sweepstakes: A national sweepstakes ran through November 2, 2025, offering fans the chance to win exclusive Baby Shark merchandise and SeaWorld park tickets. The sweepstakes further amplified engagement and excitement around the anniversary celebration.

Collectively, these elements formed a cohesive anniversary activation that deepened fan connection, increased in-park dwell time, and amplified both brands through shared storytelling.

🧠 What I Learned

  • Narrative consistency is everything—aligning creative across platforms (video, AR, web, social) requires obsessive attention to voice, timing, and tone, especially for pre-K audiences.

  • AR needs a clear value hook—when immersive features are paired with purpose (education, exploration, reward), engagement dramatically increases.

  • Family audiences are multi-stakeholder—designing for kids means also designing for parents, educators, and brand partners, all with unique goals and attention spans.

  • Creative leadership must remain flexible—success depended on adapting quickly to content shifts, feedback loops, and evolving campaign goals while protecting overall vision.

  • Interactive content must drive action—whether tapping a character, scanning a QR code, or replaying a song, every element was built to invite participation, not just viewership.