Today marks a UK first for Polly Pocket, with a TV debut in an Easter special. The programme will be broadcast on kids channel, Boomerang, twice during Easter half term, today at 4.30pm and then again on Monday, April 9th at 10.40am.
This year, a wealth of new content is set to communicate Polly’s unique positioning of fun, friends and adventures through digital, print and broadcast platforms.
Following on from the TV debut will be a DVD cover mount on leading girls title, Pink, getting the content directly into girls hands. The DVD features a webisode which brings Polly’s world to life. This will be supported in the magazine with a series of full page comic strips teasing Polly webisodes and driving girls to more adventures online.
Supporting all communications is a new Polly Portal, www.pollypocketbestdayever.co.uk, packed full of activities for girls, as well as a new interactive map that offers mums advice on the best family days out throughout the UK.
A nationwide competition hosted on the portal will see Polly Pocket partner with Chessington World of Adventures to offer prizes to families. Direct to girl digital activity will drive traffic to the site throughout the year, via influential girls sites, advertising campaigns and high impact takeovers.
2012 also saw the first new UK TV brand campaign which has been followed by TV spots throughout the year bringing to life the features of key products. All ads call out Polly’s online home, encouraging girls to continue their Polly brand experience from TV to computer screens.
Whether girls are watching TV, reading a magazine or playing online, Polly delivers new content and fun activities for meaningful brand engagement.