CAMPAIGN OF THE MONTH: Redakai, Spin Master

The firm?s new boys? action property ? which features Blast3D technology to bring the characters to life and stackable gameplay ? is being backed by a heavyweight campaign covering sampling, TV, online and in-store?
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Redakai is based on the animated TV series, Redakai: Conquer the Kairu, which is currently airing on Cartoon Network and CITV.

The show follows the story of Ky, a 15 year-old student of ancient martial arts who embarks on a quest to find the Kairu, a primordial alien energy force, and protect it from his extra-terrestrial teenage opponents.
Spin Master’s campaign kicked off in April with a sampling and recruitment drive.

The company will be following this up with television advertising, print and events. “We are very excited about Redakai,” commented Stuart Picton, UK marketing manager at Spin Master.

“The show is rating well, trade reaction has been great and early consumer sales are very encouraging.”

SAMPLING
Over 250,000 Redakai sample cards have been covermounted with leading boys’ print titles such as Toxic, Pocket World and Nitro, alongside full-page print ads.

TV
More than 1,400 TVRs are planned across the whole campaign, with a mix of creative to introduce the basic gameplay and the 3D animated cards.

ONLINE
A 40-second TV spot, plus online advertising, will look to drive kids to a new microsite on Cartoon Network. Here they can learn all about Redakai and battle for the chance to win prizes.

EVENTS

Redakai will be demonstrated at key gaming events in the UK such as MCM Expo (May and October) and UK Games Expo (May). Organised play events will also take place throughout the year at leading hobby stores, with rare cards on offer for the best players.

IN-STORE

Spin Master will have a number of Redakai FSDUs and POS available to support the launch in-store.

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