Paper Jamz Instant Rockstar for WowWee allows kids to create their own avatar rockstar and explore creating music.
Paper Jamz started their initial campaign by testing their target audience with an online only activity hosted at CartoonNetwork.co.uk, where kids could create their very own Rockstar Avatar which they could also upload to a gallery and send it to a friend. Kids could also enter the exclusive competition for the chance to win their very own Paper Jamz: Instant Rockstar guitar, before they hit the shops! A new game was introduced which allowed kids to record their very own 'Riff' in a game.
The campaign focused mainly on giving their brand a new and edgy attitude, whilst raising brand awareness through word of mouth, with original consumers informing their friends and family about the product. Paper Jamz then specifically chose to release their campaign in three 'bursts' in order to prioritise their objectives. Facebook was to be used as a form of free advertisement.
Paper Jamz encouraged the consumer to spend as much time as possible on the site, creating new and more exciting competitions and games which would keep their interest and drive them to new sites in order to find out more. Their main objective was to encourage kids to upload riffs they had created to their avatars and then encourage friends and family to go online and use the site to vote for it. This was viewed as a strategy in which to gain more site views and increase their average time spent on the site.
By 'Burst 2', the site was averaging 7.2 minutes per consumer, and reached a staggering 80,000 page views, proving that the methods used to advertise the campaign were proving effective. Competition entries reached nearly 3000. The overall response was incredibly positive, with Paper Jamz: Instant Rockstar eventually obtaining its own site.
This particular campaign proved the power of word of mouth advertising, and that a 'teaser' product can help improve the response to the main product. The campaign also showed the power of Facebook, and that it is extremely achievable to have a successful product using a free method of advertisement.