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Fisher-Price begins online campaign for BeatBo

Toy company Mattel Canada has begun an online promotion for its Fisher-Price brand. Developed by TrojanOne of Toronto, the effort consists of two online videos promoting a new product for infants called Bright Beats Dance & Move BeatBo. The first video, called "Baby Brainstorm," depicts an office meeting in which a group of infants tries to think of ideas for a new toy. The second video, called "Ultimate Dance Compilation," demonstrated the product's visuals and sound.

"To authentically connect with our millennial mom target market, we knew we had to reach them in their space, deviating from traditional TV spots and diving deeper into the digital space with BeatBo," said Riza Javellana, marketing communications and digital marketing lead at Mattel Canada. "For this campaign, we wanted to not only communicate BeatBo's exciting features and benefits, but also engage moms in the fun and playful nature of BeatBo and the Fisher-Price brand."

The videos are part of a larger overall campaign for the toy that also includes online advertising, pre-roll video ads, social media activities, blogger-based initiatives and promotional events. Public relations are being conducted by Environics Communications. Media buying is being handled by Carat.

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