Hasbro begins Nerf Gelfire promotion
By Derek Winkler
Toy company Hasbro Canada has begun a promotion for its Nerf Gelfire product line. Developed by EssenceMediacom, the promotion will take the form of a “king of the hill” competition between a number of Canadian influencers. The competition will be presented as a series of six online videos with commentary. Participants include Jae Richards, Trey Richards, Matt Gupta and Ernsto. The promotion is aimed primarily at teenagers.
“We are extremely excited about this execution,” said Greg Ferguson, vice-president of marketing at Hasbro Canada. “We wanted NERF Pro Gelfires to be in culturally relevant spaces, and to promote in-person team play. This campaign achieves both of these objectives. These influencers represent much of what young Canadians are watching.”