Character Options has detailed a multi-platform marketing strategy for the launch of the new Teksta Scorpion.
The autumn campaign will include TV, a high impact digital campaign, boys press and a hunt for four Scorpion masters to take part in a televised battle of Scorpion Wars.
Throughout August, the search will kick off in the boys press and through a dedicated microsite run by KIX to find four contestants to take part in a televised competition.
The chosen four will battle it out in a series of rounds to see who can ‘Master the Scorpion’ with the winner taking the crown of the Teksta Scorpion Master. The entire battle will be shown on KIX during October half term.
“The new Teksta Scorpion has a totally different target audience to the previous Teksta models, so we’ve set our marketing strategy to appeal to boys who love battling gameplay," said Emma Walker, brand manager, Character Options.
"This campaign and the final event taking place in October will be the perfect way to demonstrate the fighting features of the Teksta Scorpion. The activity complements the heavyweight TV plan we also have in place.”
The Teksta Scorpion will also be featured at the Gadget Show Live exhibition this October, taking place over a ten day period at Westfield and reaching more than 1.2 million consumers in the key Christmas buying period.
In addition, Teksta Scorpion will also be touring the country as part of the ToyTesters.tv summer tour.