Moose Toys: Crashing Comic-Con
Influencer MarketingR&R Partners staged a crashed MrBeast Lab tanker truck at Comic-Con for Moose Toys, reporting over 24 million views across the campaign's social and influencer support.
Case in 60 seconds
Moose Toys was making its convention debut at Comic-Con, an event known for the biggest attractions and over-the-top activations, so the toy line had to defy expectations while introducing itself to an older audience.
The campaign appears to turn on the idea that a convention crowd walks past polished booths but stops for a disaster, because an overturned tanker oozing slime reads as an event rather than a display.
The organizing thesis was that no one could ignore a crash, and especially one involving toxic slime, so the launch itself was staged as an accident rather than as a product reveal.
R&R Partners overturned a MrBeast Lab tanker truck that oozed blue slime across the pavement at Comic-Con, and men in hazmat suits opened the back hatch of the tanker for attendees. Inside sat a full slime-filled store displaying collectable MrBeast Lab toys alongside interactive games, backed by integrated social content and influencer planning.
R&R Partners reports over 24 million views, 661,929 engagements and more than 112 million potential impressions, and states the activation triggered Walmart to request a similar crash activation at its Bentonville store to begin the holiday push.
Strategy Breakdown
The primary strategy-learning section — interpretation, not a press-release summary.
Creative & Execution System
Partners
- R&R Partners (lead_agency)
Participation mechanic
- Attendees drawn by the crash could enter the slime-filled store built inside the tanker and play the interactive games set among the collectable MrBeast Lab toys on display.
Results & Evidence
| Metric | Value | Result type |
|---|---|---|
| views | We backed it up with integrated social content and influencer planning that helped the campaign result in over 24 million views, 661,929 engagements and more than 112 million potential impressions. | video_views |
| engagements | We backed it up with integrated social content and influencer planning that helped the campaign result in over 24 million views, 661,929 engagements and more than 112 million potential impressions. | video_views |
| potential impressions | We backed it up with integrated social content and influencer planning that helped the campaign result in over 24 million views, 661,929 engagements and more than 112 million potential impressions. | video_views |
Why R&R Partners's strategy worked
- 1
A staged disaster appears to work as a debut device because it reads as news on a show floor where every other brand is presenting itself, which buys attention rather than renting it.
- 2
Hiding the store inside the spectacle suggests the stunt and the shelf can be one object, so the crowd drawn by the wreck arrives already standing in front of the toys.
- 3
The Walmart request indicates a convention activation can be judged by retail buyers as much as by attendees, which gives an experiential build a second placement rather than a single run.
Results
8M
Orders
4.9%
Conversion rate
30,300+
New membership signups
Results
$186K
Earned media value
+102K
Tiktok engagements
4.1M
Tiktok impressions