A strategic promotional partnership with Go Girl Magazine will this week see the launch of a competition designed to find two best friends to be the Face of Lumi for 2012.
The integrated campaign teams news editorial, advertorial content and online video upload mechanic for entries, offering a money-can’t-buy-prize package.
Targeting boys aged six and over, Vivid will be working with Toxic Magazine and The Entertainer to immerse consumers in the world of Gyro Botz.
The Gyro Botz Demo Tour will kick off across a number of Entertainer stores during the peak Easter holiday period with supporting advertorial and editorial content driving awareness in Toxic.
Toyology has also been appointed to film at the Westfields event and will be uploading content to YouTube and via the Toyology.tv channel.
"Egmont and Norton & Co devised a strategic promotional partnership designed to showcase two of our priority brand launches for 2012," commented Emma Weber, marketing and licensing director at Vivid.
"Using a combination of print, online and social media to create an engaging cross-media platform to communicate the essence of each brand works perfectly to support the products at launch and beyond."