In an effort to boost Mattel‘s Game On! push, which encourages board-gamers to seek out the game that best suits them, the toy brand has teamed with Trojan One Ltd. on a light-hearted, user-targeted campaign. The campaign centers on a new Facebook app called Gameology, and includes a corresponding Facebook page, YouTube spot and mobile-optimized microsite.
In the YouTube spot, a quirky dad endures a comedic trial-and-error process before determining that popular board game Uno is the right one for his family. Mattel took out an ad spend on YouTube to promote both the 15 and 30 second versions of the commercial across the platform. The spot can also be seen on Mattel’s campaign microsite as well as the brand’s social channels.
“The idea that each game player is unique in the way they compete is integrated throughout the Mattel ‘Game On!’ program,” said Bethany Marcus, brand manager of Mattel Canada Inc., in a statement. “Some players prefer games of chance to games of strategy, and some love the hilarity and fun of our classic big box games.”
The app itself plays up the idea that each consumer possesses their own unique Gameology sign – similar to an astrological star sign – that predetermines what kinds of board games they will like throughout their lives.
“Many of our clients are more willing to move away from traditional media buys and are now open to promotions that use an integrated approach to reach consumers where they spend most of their time,” said Mark Stewart, managing director of digital services at Trojan One, in the same statement. “With the shift away from traditional broadcast media, we’ve tailored our marketing strategy to harness online, digital and mobile platforms. It’s a mix that allows clients like Mattel to reach their target audience in the right place at the right time.”
