Nickelodeon Neds

Ned's Declassified and Unfabulous

Nickelodeon had a challenge: they wanted to get closer to their young viewers, and they wanted to generate buzz for two brand-new shows they were about to release. The first Nickelodeon House Party accomplished both goals: HPi tracked down 1,000 huge Nickelodeon fans (with equally enthusiastic parents), and each family threw a screening party in their home-all on the same day. 1,000 gatherings of children, their friends, and their friends' parents, all sitting down for a screening of the two new shows-and with lots of Internet activity on houseparty.com before, during and after the parties.

20,000 kids and their parents had an amazing experience, courtesy of Nickelodeon. The result? They appreciated that Nickelodeon cared enough to super-serve them (glowing emails from parents and kids alike poured into houseparty.com); the pictures and video they took of themselves at the parties were forwarded across the Internet; and everyone was talking (and talking, and talking)about the two new shows-which launched big three weeks later, and became instant hits for the network.