Vivid is shifting its focus from traditional kids’ TV advertising to include parent targeted campaigns on social media platforms including Facebook, Instagram, and a new TikTok campaign devised in partnership with KidsKnowBest and Norton PR.
The new focus will support its growing range of titles within its games portfolio, spanning the likes of Shark Bite, Gator Golf and new launches Johnny the Skull, Banana Blast, and Burping Bobby. A digital campaign will also surround its family games including Wordsearch and On Your Marks on Mumsnet.
“With the exciting launch of new games and the continuation of our successful range, we have shifted our focus from traditional kids TV advertising to also include parent targeted campaigns on Facebook and Instagram. This allows us to strike up communication with mums and gifters to tell them about our games including Shark Bite, Gator Golf and new launches Johnny the Skull, Banana Blast and Burping Bobby,” said assistant brand manager, Lucy Vaughan.
There will also be parent targeted YouTube pre-roll with content created specifically for adults. This will be used to support the kids targeted TV ads which started on air on August 10th and will continue on throughout the season. Family games will also air on TV from October, air-time will include family favourite films.
On top of this, Vivid is also launching a digital campaign for their family games including Wordsearch and On Your Marks on Mumsnet, the UK’s largest network for parents. The campaign will include influencer content, sponsored discussion plus display ads on their web page and active daily takeovers.
Meanwhile, with the launch of the new Escape Room: The Game 2 and expansion packs, Vivid is working with KidsKnowBest and Norton PR on a TikTok campaign for the game which will set challenges for TikTok creators on being able to #EscapeYourRoom. The creators being used have a high engagement rate and the campaign will reach 500,000 people.
Lucy Vaughan, assistant brand manager at Vivid, added: “We feel now is a great time to refresh how we market our games, we know in these changing and challenging times one thing has been consistent this year and that is people’s love for social media content. Across the games campaign activity for Autumn Winter will reach 70 million eyeballs.”