WowWee is putting its weight behind a huge marketing campaign for its Paper Jamz guitar line, including a high profile launch in Hamleys.
The guitars feature paper-thin technology that is played by touch alone. Five different styles will be available for launch, supported by a fully integrated marketing campaign, running from May through the year including a TV campaign, targeted media partnerships and creative through-the-line activities.
A pre-launch awareness campaign runs throughout May and June, targeting online, print and broadcast channels with editorial promotions, and a nationwide seeding campaign to raise interest.
TV activity kicks off on Father’s Day weekend (June 20th) with a campaign delivering 360 TVRs in UK and Ireland over the first four weeks, as part of a 1,500 rating year-long campaign.
WowWee has also partnered with Turner Media Innovations and Cartoon Network to create a multi-stage campaign, which is designed to showcase the product and its many different features.
The first phase of that has kicked off with a seeding programme in conjunction with PR firm, Rehabstudio, and the launch of an Earn Your Right to Rock microsite, hosted at CartoonNetwork.co.uk/PaperJamz.
The Get Some Rock Attitude mini-game lets children create their own rockstar avatar, share it with their friends and win one of 100 Paper Jamz guitars before they hit the shops.
There will also be a 40-second webdrive spot pointing to new content on the microsite, including a new Rockstar Rating game, where users can record their own riff and see their Rockstar Avatar play along to it.
PaperJamz.com is already live and includes activities such as a Rockstarz Academy and a JammerZine, which includes details of events, news and games.
Online elements from the site will also be strongly utilised within other high traffic areas.
The launch will see a high profile launch event on Father’s Day at Hamleys and Paper Jamz demonstrations will be taking place in stores up and down the country and in key theme parks.
“The response to Paper Jamz has been phenomenal,” said Graham Spark, sales director at WowWee Sablon.
“This is a fantastic product with incredible technology and it has really captured the imagination of buyers across the world. We’ve worked with our partners here in the UK to create a blockbuster campaign for Paper Jamz, hitting all the key consumer touch points from launch through to the end of the year. We’re all set for Paper Jamz to become WowWee’s hottest sensation ever.”