The campaign launches on 8th October with a four-week TV campaign running on terrestrial and satellite TV channels. The competition will be supported by an extensive online campaign driving traffic to a dedicated micro-site www.BwhoUwannaB.co.uk The site gives mums and girls details of how to enter along with hundreds of additional opportunities to win prizes.
This second campaign forms part of the ‘B Who U Wanna B’ brand programme, which launched in the summer with the opportunity to win a pony for a year. Within the first 50 days of launch, the site received over 2.5 million hits.
Mattel Girls marketing manager Kirsty Bullen said: “These impressive statistics illustrate that the brand campaign has resonated with today’s girls and mums and we will continue to develop this unique programme of activity throughout 2008.”
The campaign has been developed in the UK in association with brand activation experts Dialogue, who undertook extensive research into what girls want to be. The princess competition will run until the end of November.