South Park - SP and ME

FIND OUT WHO’S INSIDE YOU.
Do you identify as a Cartman or a Kyle? A Randy or a Towelie? Or are you a magical mix of all the above?

In this complete 360 campaign, we parody online DNA tests and apply it to the world of South Park. Just like 23andMe, we built a marketing campaign that drove awareness to season 23 and built an expansive and interactive digital platform where people discovered their South Park DNA.

We created a DNA composition generator for South Park fans to discover which of the 100+ characters in the show make up their personality and share the results with their friends.