Chip City #FindTheBabysitter
A Fairy Tale Cookie Adventure in NYC
Project Overview
Chip City's #findthebabysitter campaign transformed NYC into a magical cookie kingdom. Through strategic placement of whimsical characters Cosmo and Wanda across the city's infrastructure, we created an immersive brand experience that generated over 10M social impressions and drove a 300% increase in store traffic.
My Role
Tools & Technologies
The Challenge
In a crowded NYC food scene, Chip City needed more than traditional advertising to capture attention and drive foot traffic. The challenge was creating a campaign that would generate organic social buzz, engage families, and transform the brand into a cultural moment.
The Solution
We created #findthebabysitter, an immersive city-wide experiential campaign featuring fairy tale characters Cosmo (green) and Wanda (pink). By transforming NYC infrastructure—from subway trains to park benches—into playful brand touchpoints, we turned the entire city into an interactive treasure hunt that drove massive social engagement and store visits.
User Research & Personas
Understanding our users through research and empathy
250
Participants
2 weeks
Research Period
Methodologies
Sarah Martinez
32 • Content Creator & Mom
Sarah is always looking for the next Instagram-worthy experience to share with her 50K followers. The #findthebabysitter campaign's whimsical characters and city-wide treasure hunt create perfect content opportunities while entertaining her kids.
Dining Preferences
Goals
- Create shareable moments with her kids
- Discover unique NYC experiences
- Engage with playful brand activations
Pain Points
- Most brand campaigns feel too commercial
- Hard to find experiences that engage both kids and adults
"I love when brands create magic in everyday moments - my kids were so excited to spot Cosmo and Wanda around the city!"
Jake Thompson
26 • Marketing Analyst & NYC Enthusiast
Jake loves exploring NYC and discovering creative campaigns that transform the city. The fairy tale theme and city-wide activation of #findthebabysitter appeals to his sense of adventure and appreciation for innovative marketing.
Dining Preferences
Goals
- Discover hidden gems and unique experiences in NYC
- Participate in interactive brand campaigns
- Share discoveries with friends
Pain Points
- Traditional advertising feels intrusive
- Most campaigns don't reward exploration
"Finding the pink and green taxis in Times Square felt like being part of a real-life video game!"
Design Process
A structured approach from discovery to delivery
Concept & Character Development
Creating the fairy tale narrative and designing Cosmo & Wanda characters
Deliverables
City Infrastructure Planning
Identifying and securing high-impact locations across NYC
Deliverables
Production & Installation
Bringing the campaign to life across multiple touchpoints
Deliverables
Launch & Amplification
Rolling out the campaign with social media integration
Deliverables
Key Features
Innovative solutions that drive user engagement
City-Wide Treasure Hunt
Transformed NYC into an interactive game board with hidden characters and clues across the city
Transit Takeover
Wrapped subway trains and taxis in character designs, turning commutes into magical moments
Social Integration
QR codes and hashtags connected physical experiences to digital engagement and rewards
Character Storytelling
Cosmo and Wanda brought personality and narrative to every brand touchpoint
AR Experiences
Mobile AR features let users interact with characters and unlock special offers
Experiential Activations
Food truck and street installations created memorable brand moments
Results & Impact
Measurable outcomes that exceeded expectations
10M+
Social Impressions
125K
Hashtag Uses
+300%
Store Traffic Increase
73%
Campaign Awareness
85K
QR Code Scans
+185%
Sales Lift
"This campaign exceeded every expectation. We didn't just advertise—we created a cultural moment in NYC. Parents were as excited as their kids to find Cosmo and Wanda around the city. The organic social buzz was incredible."
Peter Phillips
Founder & CEO, Chip City