Character bolsters Appgear with strong launch campaign

Multi-channel TV advertising is accompanied by online campaign on BinWeevils site.
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Since it was unveiled at Toy Fair, AppGear has received wide media attention and recently became a star of the Gadget Show Live as one of the top ten toy gadgets for 2012.

Now that the products have reached shelves, Character is 'pulling out all the stops' to ensure it maximises the brand awareness.

New TVC’s showing the first two titles, ZombieBurbz and Foam Fighters, will be shown across all leading kid’s channels delivering 125 TVRs for its launch period.

A four-week campaign with BinWeevils will see an AppGear Arena created where kids can play games, challenges and watch videos. The campaign will target the site's 2.2million unique monthly users; focusing on the key demographic of seven to 11 years. Launched last weekend, AppGear has already received the greatest response rate to date on the site.

In addition kids’ magazines will deliver a readership of almost three million with Character giving away iPod Touches to lucky readers as part of a print media strategy.

Gadget guru and presenter of the Gadget Show, Jason Bradbury, will demonstrate the products at a top London venue this week. Bradbury, followed by hundreds of thousands of gadget fans, will demo both launch games and versions of the next two titles to attendees.

Mark Hunt, Character Options’ brand manager, commented: "It’s time for AppGear to take off, our strategy is to get kids immersed with the brand by giving them as many opportunities to see, hear, play and experience the fun that AppGear brings through its high quality game play.

"Our marketing drive will continue throughout the year, bouncing back with every new release like a movie launch. We want kids to be chomping at the bit for the next release of AppGear."

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