Paddington in Peru
How Sony Pictures Used In-School Marketing to Drive Engagement and Awareness for Their Movie Paddington in Peru
To support the release of Paddington in Peru, Sony Pictures partnered with Syllabus Partners to design and deliver a national in-school challenge that would connect with elementary school students in Grades 1–6. The goal: reignite interest in Paddington as a familiar, beloved character and building excitement for his newest on-screen adventure.
The Strategy
The idea was to leverage the equity of the Paddington book series and create an in-school book Reading Adventure delivered by Sony’s Paddington in Peru release. The bilingual, curriculum-aligned classroom program was designed to work in tandem with the film’s release and invited students to explore their favourite books, track their reading milestones, and follow Paddington on his cinematic journey.
Each participating teacher received a ready-to-use kit including:
- Paddington in Peru branded reading passports for students
- Paddington in Peru reading challenge posters
- Paddinton in Peru one-sheets to build awareness of the movie in school
- A Reading Challenge teacher guide
Over 2,000 elementary school classrooms in key markets received the physical Paddington in Peru Reading Challenge printed materials. We then amplified the program’s reach by offering a digital version to an additional 7,600+ schools nationally. All resources were provided in both official languages, allowing for maximum accessibility and nationwide impact.
Driving Engagement and Ticket Sales
The program encouraged classroom discussions around storytelling, while also inviting teachers to screen the Paddington in Peru trailer and book group sales for their students. This direct connection between the classroom reading activity and the theatrical release helped reinforce the character and story across platforms and turned the film into a memorable experience for kids and families.
Meaningful Impact
Educator feedback was overwhelmingly positive. Teachers reported increased enthusiasm for Paddington in Peru, more frequent visits to the library, positive feedback from parents and meaningful classroom conversations about Paddington.
Cool Resources
%
of educators said the program helped foster a love of reading
%
of teachers showed or planned to show the Paddington in Peru trailer in class
%
of educators said they’d recommend the program to another teacher
About Us
Syllabus Partners creates in-school campaigns for brands and organizations that are used in classrooms across North America.
The connection to a beloved character like Paddington made it so relatable for the kids. They were hooked right away.
Gayle B. – Teacher
Toronto, Ontario