Tennessee Tourism’s Kid Reviewed Campaign Wins 2020 REGGIE Award for Creativity & Innovation
NASHVILLE, Tenn. – Tennessee Tourism’s Kid Reviewed campaign won a national 2020 REGGIE Award in the Creativity & Innovation category, it was announced virtually on May 15. The Tennessee Department of Tourist Development and its agency of record VMLY&R developed the campaign. World Vision won the silver award and Frito Lay won the bronze in the same category. Finalists in other categories for innovative campaigns included Jeep, PepsiCo and The Hershey Company.
In 2019, the Tennessee Department of Tourist Development partnered with nearly 30 attractions across the state to find out whether joy can be measured. The state introduced a special, wearable technology called the “Laugh Tracker.” The technology tracks laughter, heart rate and levels of excitement. The data is paired with candid reviews and surveys from kids for scientifically proven fun.
The Kid Reviewed “Laugh Tracker” campaign appeared at popular family destinations across Tennessee, including Dollywood in Pigeon Forge, Discovery Park of America in Union City, Children’s Museum of Memphis, the Nashville Zoo, Tennessee Aquarium in Chattanooga and Hands On! Discovery Center in Gray. More than 200 children have worn the Laugh Tracker for over 450 hours at attractions across Tennessee. The device recorded more than 36,000 laughs—an average of 1.3 laughs per minute.
“Kid Reviewed” was developed based on research which shows moms handle the often-stressful task of planning family vacations, relying heavily upon online reviews when choosing where to visit, where to eat and where to stay. Recorded reviews from the experts themselves, kids, can be found on Pinterest, at www.kidreviewedtn.com and www.tnvacation.com, with each baring a special “Kid Reviewed” logo to let families know they can choose a particular attraction with confidence.
The campaign is a finalist to win a Super REGGIE, which represents the best Brand Activation Marketing of the Year. The award winner will be announced June 5.
