Consumer/Digital - Children fall in love with the Monsters

Campaign: Making a Monster Impact

Making a Monster Impact: Mind Candy
Making a Monster Impact: Mind Candy

Client: Mind Candy
PR team: Lewis PR
Timescale: March-June 2010
Budget: £20,000

Lewis PR was asked to raise the profile of Mind Candy's online educational game Moshi Monsters, which is aimed at eight- to 11-year-olds and involves fun activities that test their vocabulary, arithmetic, logic and spatial skills.

Objectives

- To raise awareness of Moshi Monsters and founder Michael Acton-Smith

- To boost website traffic and subscriptions

- To develop commercial relationships for Mind Candy and Moshi Monsters.

Strategy and plan

Lewis PR generated media coverage of Moshi Monsters with a '15 million players' party at the London Aquarium. It ran competitions in and forged partnerships with publications aimed at children, reaching an average of 50,000 readers a week, which resulted in new in-game features being added to Moshi Monsters.

Measurement and evaluation

The London Aquarium party was attended by 31 journalists and the campaign received coverage from Bloomberg TV, Reuters, The Wall Street Journal, the Financial Times, The Sun and the BBC. A Moshi Monsters-themed music video received more than 400,000 hits on YouTube.

Results

Since the campaign started, the player-base of Moshi Monsters has risen by ten million.

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