CAMPAIGN OF THE MONTH: Hasbro, Bop-It XT

The latest incarnation of Bop-It, Bop-It XT, will be launched with TV coverage, promotional nights in universities, viral and blogging campaigns and in-store support...
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Bop-It was something of a global phenomenon when it launched back in 2009, with Hasbro saying that it took the number one electronic game spot for the year – and now it has been updated to make it even better than ever.

The all-new version – Bop-It XT – features a ‘Shake It’ command, which joins play modes including Single Player, Pass It, One on One and Party. There are also four levels of play, while a headphone jack is included in the unit to allow kids to fine tune their skills quietly, or to hook up to speakers for group play.

The campaign for Bop-It XT will roll out this autumn, focusing on getting consumers to tell them where they ‘shake their Bop-it’.

TV

Over 500 TVRs are planned during the campaign, which is 20 per cent more than the 2009 launch for the original Bop It.

Promotional activity

On top of this, ‘Bop-Off’ promo nights will be running in universities across the UK, while there will be PR stunts and launch activity to generate national media coverage.

Online
Viral and blogging campaigns are running, delivering five million impressions. In addition, an online Bop-It demo is available on Facebook, targeting over 150,000 fans.

In-store
Hasbro will have a number of Bop-It free standing display units and point-of-sale available to support the launch in-store.

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