Scooby-Doo Doo Good: Warner Bros. & generationOn
Warner Bros. Consumer Products partnered with generationOn, the youth division of Points of Light, to create the Scooby-Doo ‘Doo Good’ campaign, a pro-social initiative infused with creativity to mobilize Gen Z kids and their Millennial parents to band together and create change in their local communities.
Scooby-Doo and the Mystery Inc. Gang were chosen by WBCP because, at their core, they are unlikely heroes and altruistic adventurers on an endless road trip to save people, businesses and communities. Never asking for anything in return, they do it because it’s the right thing to do. Scooby-Doo has created a world of spooky, mystery-fun that takes a playful approach to solving problems.
To engage kids and families in three key initiatives–Save the Environment, Fight Hunger and Protect Animals — the Scooby-Doo ‘Doo Good’ campaign focused on activations including:
School teaching garden restoration with social media influencers at low-income schools
Partnership with BoxLunch, a philanthropic pop culture retailer, and its nonprofit partner Feeding America to sell a collection of Scooby-Doo-inspired merchandise where a portion would be given back to those in need via Feeding America for every $10 spent
Doo Good Day at Mall of America engaging kids and families to write letters to Congress to help in the fight against hunger and plant a small, portable herb garden
A Virtual Run Series to help raise awareness for animal welfare and
to encourage healthy families
Online toolkit guides providing motivational materials such as Velma’s Reading List, easy ways to ‘Doo Good,’ DIY projects with step-by-step instructions and reflection questions for kids
Release of the first-ever USPS Forever Scooby-Doo! Stamp to highlight the ‘Doo Good’ initiative
As a result the effort received widespread traditional and social media coverage and engaged 2,979 kids and adults in 10,727 total volunteer hours. Through the BoxLunch partnership, 150,000 meals donated through promotional sales of Scooby-Doo-inspired BoxLunch merchandise to Feeding America.
Additionally, licensed merchandise sales increased lifting Scooby-Doo as the #2 license in the first and second weeks of July 2018, a rank typically held by Harry Potter, Star Wars and Disney and the entire BoxLunch Scooby-Doo collection sold out online in 20 minutes.