TMI used their partnership with Toys'R'Us to successfully launch a new toy range with an integrated campaign.
Spin Master approached TMI to support the launch of their Storm Hawks
toy range at Toys R Us. Turner carries the program which Spin Master has the toy license for; so it was a natural response to devise a campaign that ties the program with the launch of the toys. Although it seemed an obvious solution to have Spin Master sponsor the program, at the time,
Ofcom regulations prohibited a direct relationship between programs and toy licensees of the same name. This meant we had to reassess how we approached the brief and look at different ways to meet Spin Masters objective.
To create awareness and drive sales through a partnership with Toys R Us.
Utilising Turner Media Innovations' strategic partnership with Toys R Us to successfully launch the Storm Hawks toy range and drive sales by creating an integrated multi media campaign. Toys R Us sponsored the Storm Hawks program on-air for 6 weeks from 1 March. In addition, TMI created an interactive ETV red button game with additional spot to prompt gameplay and all on air elements were supported by an online microsite. TMI also tied in a unique marketing opportunity with key support from the network with a competition to "Win a Trolley Dash" at Toys R Us.
Across 4 weeks 110,740 Spin Master Crystal Crisis games were played with 31,066 unique users playing for an average of 12mins per game. Across 6 weeks - Storm Hawks website received over 4,000 competition entries. The combined elements of this campaign helped deliver 400% sales uplift for Spinmaster at Toys R Us. "Initial sales were 4 x expectations levels. The early success at retail provided the platform to roll out a full programme with heavy weight promotional support with TMI" (Kevin Jones, MD, Spin Master).
Combining the elements of the Toys R Us branded sponsorship credits, the 'Crystal Crisis' ETV red button game for Spin Master, the dedicated online microsite and the competition spots, helped to deliver a massive sales uplift for Spinmaster. The microsite ensured that we reached our audience effectively by creating a destination for kids to learn more about each character through a character synopsis section, find out more about each of the products, play the Lightening Bolt game, watch episodes of Storm Hawks and enter the competition to win!!