Zuru aims high with X-Shot
Company's X-Shot foam blaster range launches new products and global marketing campaign
The digital-focused global campaign kicked off in July to promote the full rebranding and improved performance of current models as well as the launch of exciting new products. Popular YouTube channel Corridor Digital will host a number of online content featuring new X-Shot blasters launching this year, including the X-Shot Turbo Advance with a rotating 40-dart barrel; the X-Shot Flying Bug Attack with accurate foam blasters, flying targets and a motorised launcher; the X-Shot Regenerator with over 1,000 possible combinations; and the great value X-Shot Kickback and Reflex 6 pack.
The new line will also be promoted by a new influencer network called The X-Shot League to actively engage with the key audience. These influencers will not only review current blasters but will be supplied with blasters prior their launch dates to create excitement within the community. Another core element of the X-Shot rebrand is highlighting fans using the #UpYourGame hashtag, and the brand new interactive consumer website and content collaborations will be a big part of this campaign.
Renee Lee, Global Marketing Manager for Zuru, explains, “X-Shot has become a major player in the foam dart blaster category through innovative product and strong marketing. We have completely revamped our X-Shot foam dart blasters line with a new and sophisticated look while ensuring we maintain our brand quality and continue to be the best value in market for consumers and retailers alike. And we are making every effort to reach our core audience and fans through influencers that are experts in this category.”
X-Shot is now the fastest growing non-licensed brand in the category, and Zuru anticipates shipping over 40 million X-Shot blasters worldwide in 2018.