Case Study: PBS KIDS achieves nearly 50% higher audience engagement with Millennial Media's interactive mobile campaign

PBS KIDS Makes Mobile Fun

PBS KIDS partnered with Mullen’s mediaHub and Millennial Media to promote a Dr. Seuss-themed special of The Cat in the Hat Knows A Lot About That!, aiming to drive TV tune‑in, website visits and interactive engagement with kids and moms around the 108th birthday celebration.

They delivered an interactive mobile experience—balloon‑popping games with a CTA to view a sneak preview and real‑time countdown banners to the premiere. The campaign boosted engagement nearly 50% as the premiere approached, saw tablet CTRs meet platform benchmarks by reaching stay‑at‑home moms over Wi‑Fi, and generated game interaction CTRs more than 30% higher than other app categories.

PBS Kids