To showcase the second wave of the Teenage Mutant Ninja Turtle toy range released in spring 2013, we held a blogger event in London during May half term. Our aim was to create brand advocates – both parents and kids; inspire children to play with the toys; engage with parents and allow them to immerse themselves in the brand and ultimately drive toy sales.
Capitalising on our long-standing blogger relationships, we invited ten of the top mummy bloggers from around the UK and their kids for a fun day out at London Zoo on 28th May 2013.
We took them on a guided tour of the Zoo, including the reptile house where they saw real Turtles. Bloggers and their children were then invited to enter our themed ‘Turtles room’ which was split into four fun zones:
- Go figure!
- Flinging fantastic
- On a role
- Ooze or lose
The blogger event was hugely successful and achieved a reach of more than 1,544,100. It created a sense of excitement about the brand through online noise and chatter, creating anticipation and demand through an influential online community.