The first ever virtual Play at Home Fest was a preschool triumph when it took place last weekend, with 14,000 families logging on and bringing a range of preschool brands direct into their family homes.
The two-day event, which was organised by Dr Gummer’s Good Play Guide, was streamed over the late May Bank Holiday weekend. Page views for the event reached a huge 64,757 across dedicated website PlayatHomeFest.com, with social media impressions exceeding 750,000 on Good Play Guide channels alone.
In total, 22,335 individuals registered for tickets for the event, with many more streaming the performances throughout the weekend and more than 9,000 people watching on catch-up,via YouTube and Facebook over the last three days alone.
The festival was planned to support children’s industries at a time when traditional marketing strategies are struggling, with experiential events cancelled due to the Covid-19 pandemic. A number of preschool brands signed up to Play at Home Fest, including Warner Bros., Aardman, Tomy, tonies®, Orchard Toys, Tractor Ted and Mirakin, with all showcasing their brand to the targeted, engaged audience.
“We’re thrilled to have been involved in the inaugural virtual Play At Home Festival and have been blown away by the great reception it has received,” said Louis Walters, from the tonies® PR team. “With families across the UK preparing for a summer of social distancing in some form, stories provide a great way for all of us to stay connected and entertained and this festival showed the power of a story to bring people together. We look forward to seeing what its next iteration will look like.”
As marketing manager for Orchard Toys, Alison Brown was equally impressed. “We are delighted to have been involved in Play at Home Fest,” she said. “It was a fantastic use of technology and innovation which offered parents a great alternative for entertaining their children during lockdown.”
Amanda Gummer, founder and ceo of Dr Gummer’s Good Play Guide, commented: “The reaction to our first Play at Home Fest has been phenomenal. Families who got involved with the event had overwhelmingly positive feedback and the noise on social media was fabulous. I’m delighted that we could find a way to help brands promote their products at a time when marketing is increasingly difficult, while also raising money for great causes and providing play for families.”
The event raised in excess of £5,000 for the National Emergencies Trust Coronavirus Appeal and Theodora Children’s Charity through voluntary donations and profit.
The team at Dr Gummer’s Good Play Guide are now planning for their second virtual festival, which will be taking place across the August Bank Holiday weekend (29 – 31 Aug).
Any company interested in getting involved with the next Play at Home Fest should contact marketing@goodplayguide.com.
