American Greetings Leverages Nostalgia With Crowdsourcing Effort

American Greetings is hoping to reinvigorate its Care Bears and Strawberry Shortcake brands. The company has launched a video project which aims to stir up nostalgia among parents who will, the brand hopes, pass on their wonderful memories to today’s small children

Working with Tongal, a community creativity site, American Greetings is asking Tongal community members to create videos that share excitement and love for Care Bears and Strawberry Shortcake. It’s all a lead up to the holiday season during which toys, DVDs and apps will be given new life.

On the Tongal project page, members are presented with a creative brief offering up background, objectives, details, requirements and assets members can work with to create their masterpiece Care Bears or Strawberry Shortcake project.

Project pitches can be made from September 26 to October 1 with videos to be created by October 31. Awards range from $250 for a selected idea to $15,000 for a completed video.  A total of $32,750 each will be awarded for the Care Bears and Strawberry Shortcake projects.

Winning videos will be used during the holiday season across all Care Bears and Strawberry Shortcake online properties and social channels. In addition, videos may also run as ads on consumer parenting sites.