TOMY has partnered with the children’s media agency, KidsKnowBest to launch a dedicated influencer campaign around the popular Drumond Park title, Articulate FAME in a move to encourage sales throughout what the company now tips to be a sell-out festive season for the game.
The celebrity themed version of the popular Articulate launched earlier this year and already sales of the game are expected to soar ahead of Christmas this year. To encourage them further, its TOMY’s partnership with KidsKnowBest will see the launch of a social media campaign starring well known A-lister influencers across TikTok and Instagram.
The campaign is set to reach a combined following of more than 10 million fans.
TOMY has challenged set influencers including, Love Islander Kady McDermott and TOWIE’s Chloe Brockett, to create their very own unique content to demonstrate this fast-paced description game in action.
To further show investment behind Articulate FAME, TOMY and Drumond Park has launched a four-week paid media campaign across social media platforms, Facebook and Instagram, to reach not only the games target audience but their parents too – all in time for Christmas.
Jack Day, commercial director at KidsKnowBest, said: “It’s been a pleasure working with the team at TOMY on Articulate FAME. Through data-driven influencer marketing and targeted paid media, it’s a perfect example of how marrying brand awareness and sales objectives effectively on digital can create great success.
“We look forward to our partnership growing well into the new year”.
Offering a new way to play the popular Articulate game, Articulate FAME features just one category, providing 20 minutes of describing mayhem, challenging teams to describe a host of famous people in three rounds of diminishing descriptions.
In round one, players freely describe as many people as possible within 30 seconds and only those cards guessed correctly go back in the bag. Now everyone knows the names, round two uses just two description words and round three just one word.
The team with the highest score at the end of the third round is crowned the winner.