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Mattel begins Game On campaign

Toy company Mattel Canada has hired TrojanOne of Toronto to develop a marketing campaign for its Mattel Game On product line. The primarily digital campaign consists of a Facebook page and game, a video on YouTube and a new website at <>. The materials encourage consumers to find the Mattel game that is right for them. The video, called "On a Roll," depicts a man undergoing a series of mishaps as he searches for a game that fits his personal style. The Facebook game, called Gameology, combines a scan of a consumer's "liked" pages with a series of hypothetical questions to produce game recommendations. "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 TrojanOne. "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."

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