Company: Spin Master
Campaign: Bakugan Ultimate Battle Tour
PR team: In house and Amp Agency
Launch: July 11
Objective: Seeking to increase the longevity of brand loyalty to its Bakugan Battle Brawlers toy line and cartoon, Spin Master launched the Bakugan Ultimate Battle Tour campaign on July 11. After launching the Japanese cartoon and toy brand in the US in February 2008, the company hopes that the tour will increase brand awareness among boys ages 7 to 12, while boosting brand longevity among children who are already fans of the show and its products.
Strategy: The tour, which will stop in 18 North American cities by November, features numerous activities for children to learn the basics of the game, as well as tips and strategies. “We want to have that connection with kids, and we want to make sure we're interacting with kids directly,” said Donna MacNeil, senior director of communications at Spin Master. “We didn't want this to be something that they watch, and we didn't want it to be a demo or a sampling event. We wanted it to be an interactive experience.”
Tools: The tour is supported by a media outreach effort primarily targeting local outlets in the regions where the tour will stop, said MacNeil, who added that outreach to those outlets generally begins two weeks before the events. The company is also utilizing street teams, and retail outlet and organization events prior to the tour stops, she said. It launched a tour-specific Web site, and is conducting outreach on Facebook, added MacNeil.
Measurement: Spin Master is tallying the number of attendants at each event, hoping for 2,500 to 3,000 participants at each, and polling the attendees as they exit to gauge likes and dislikes. The company is also measuring the number of media placements it obtains, as well as Web traffic.