To demonstrate the excitement of breaking life's routines, we broke television-viewing routines and engaged both kids and moms simultaneously. We leveraged strong media partnerships to totally disrupt normal television viewing in a way that had never been done before. Borrowing the core theme from the movie, we created mock “emergency weather alerts” which cut directly into television shows on top kids’ stations YTV and Teletoon at non-commercial intervals. This drove moms and kids to a microsite containing two-minute trailers, custom branded online games, exclusive movie content and a contest for a family getaway to a water park, thereby extending their "break from the norm."

The routine-breaking strategy resulted in record-breaking results. We were the #1 movie in Canada for two weeks and the #1 family movie in Canada for four weeks. We exceeded our goals by 23% and content entries exceeded targets by 5% with a skew towards kids aged 6-11 and moms.