HEXBUG set for heavy-weight marketing strategy
HEXBUG is launching a wide-ranging marketing campaign in the UK.
TV sponsorship and advertising, PR and third-party sponsorship activity has been put in place, to boost sales of Innovation First’s collectable range of micro robotic toys for 2011.
The heavy-weight HEXBUG advertising campaign will include TV programme sponsorship of CITV’s four to nine strand and Generator Rex on Cartoon Network.
The CITV sponsorship will run from April to September on the CITV digital channel between 3pm and 6pm weekdays and 9.25am until 6pm at weekends, delivering over 2500 TVRs.
Boys will also be specifically targeted through TV sponsorship of Generator Rex on Cartoon Network between May and June. Turner Broadcasting is also doing web drive TV spots between April and June driving young viewers to a dedicated micro site where they can play HEXBUG games and win prizes.
TV advertising will also run across Cartoon Network, CN TOO, Boom, CITV, Nickelodoen, Nick toons, Pop and Kix in a three week burst from Monday 11th April until Monday 2nd May.
HEXBUG is also running a busy proactive and reactive press office across trade and consumer media throughout the year including a year-long programme of competitions and activity features across key kids press.
Social media activity is also at the forefront of the marketing campaign with the ongoing expansion of the HEXBUG UK Facebook page and Twitter feed plus the continued development of relationships with the UK’s leading parenting bloggers.
Following sponsorship of the London Toy Fair earlier this year, HEXBUG will also be hosting a stand at The Gadget Show between 13th and 17th April 2011, showcasing the new HEXBUG Nano Habitat sets and other HEXBUG products to the trade and the public showing how they use science in a fun and educational way.
HEXBUG is teaming up with ZSL London Zoo to sponsor the venue’s series of BedBUGS sleepovers throughout 2011 which give 8-14 year-olds the chance to spend the night at the Zoo, check out the resident bugs and take part in animal talks, tours, games and a night time tour of the Zoo. HEXBUG products will be available for children to play with during their stay while the brand’s logo will appear on all promotional and PR materials. HEXBUG will also be hosting a bespoke sleepover event at the Zoo as well as running competitions in kids and parenting media to offer tickets to other sleepover events during the year.
HEXBUG marketing manager Heather Rowson commented: “Following our headline sponsorship of the London Toy fair in January, this year has already proved to be a very exciting one for HEXBUG in the UK with lots more to come. From our stand at The Gadget Show next month to our heavy-weight advertising strategy targeting children directly, we really want to make a huge impact this year and continue to generate even more enthusiasm amongst target audiences in 2011. We’re particularly excited about our sponsorship of London Zoo’s BedBUGS sleepovers. Not only is the partnership with the charitable organisation part of our CSR activity, but the BedBUGS programme also seeks to educate children about science and nature in a fun and interactive way, and this is exactly what HEXBUG is all about.”
Social Links