Mother's Day has traditionally been celebrated with last-minute flowers, hand-drawn cards and macaroni art. NickMom wanted to give moms a gift that acknowledges the realities of motherhood. Something with some attitude, something that celebrates moms for what they actually are: badass. Seriously, if you give birth to a screaming human, you're pretty tough.

Launch the campaign
Published
July 2013
Topics

The Story

Mother's Day has traditionally been celebrated with last-minute flowers, hand-drawn cards and macaroni art. NickMom wanted to give moms a gift that acknowledges the realities of motherhood. Something with some attitude, something that celebrates moms for what they actually are: badass. Seriously, if you give birth to a screaming human, you're pretty tough.

Nothing says "tough" like a tattoo, so NickMom launched Sick Tats For Rad Moms on mobile devices. It was a virtual tattoo studio where you could take a photo, select a tattoo, then upload it to social media. It was a natural fit for mobile platforms because of the standard presence of a decent-quality camera.

The Technology

The Results

Sick Tats For Rad Moms took some of the syrupy sweetness out of Mother’s Day and replaced it with a sense of humor shared by real moms. Baby-making ladies were treated to something that truly celebrated the reality of “life’s most important job”.

41,000

Visits to the virtual tattoo studio

1,318

Hours spend inking sick tats on rad moms

5,000

Number of sick tats made

Launch Date May 11, 2013