Case Studies
Brief: Scooby-Doo has been an evergreen brand in the Warner Bros. stables and its enduring success has in fact been part of its problem, all be it a very good problem to have, when it comes to the ongoing marketing of the brand at retail. Everything that can be said about Scooby has already been said so how do you keep all your retail partners excited and keep them stocking the vast range of product when a myriad new franchises are launched every summer? In particular, the various product spin offs from any one of the big summer blockbuster film animations are always jostling for space on the shelves, to the detriment of the older brands that don’t benefit from a huge media spend.
Solution: To help keep Scooby-Doo front of mind at retail, and also to provide for something new to say about the brand, we have created a huge, walk around haunted house fairground ride to offer for free to key retail partners as part of a spectacular event package.
The aim: To generate partner excitement towards the brand and help drive traffic into store while reinvigorating the Scooby-Doo product range; the initiative also bringing the brand spectacularly to life for kids everywhere: Scooby, though well loved, tends to be background noise in comparison to some of the big toy franchises - this initiative attempts to counter that and give our Scoob some new competitive edge!
The ride itself folds out from the back of an articulated lorry and has been internally kitted out as a haunted house soft play area to appeal to younger children and parents. The ride has just rolled out of the garage and for the next three years it will be visiting key retail partner sites across Europe. It will also be in attendance at select family focuses festivals and events again throughout Europe.
Results: There have been 3 UK events thus far:
Battersea Dog's Home 150th Birthday Party which also saw a live performance from the Mystery Mansion stage by Jedward: The coverage at family focused media was very extensive and included Blue Peter, Newsbeat, London Tonight, Radio 1, The Metro, The Sun, The Mirror and CBBC.
A Halloween sleepover involving a host of competition winners took place at London Zoo over the Halloween weekend, involving 50 kids and their parents who had all won competitions from various media, while the weekend previous saw the first of the retail partner events in conjunction with Sainsbury’s in Epsom – this event drawing thousands of kids to the Mystery Mansion.
Solution: To help keep Scooby-Doo front of mind at retail, and also to provide for something new to say about the brand, we have created a huge, walk around haunted house fairground ride to offer for free to key retail partners as part of a spectacular event package.
The aim: To generate partner excitement towards the brand and help drive traffic into store while reinvigorating the Scooby-Doo product range; the initiative also bringing the brand spectacularly to life for kids everywhere: Scooby, though well loved, tends to be background noise in comparison to some of the big toy franchises - this initiative attempts to counter that and give our Scoob some new competitive edge!
The ride itself folds out from the back of an articulated lorry and has been internally kitted out as a haunted house soft play area to appeal to younger children and parents. The ride has just rolled out of the garage and for the next three years it will be visiting key retail partner sites across Europe. It will also be in attendance at select family focuses festivals and events again throughout Europe.
Results: There have been 3 UK events thus far:
Battersea Dog's Home 150th Birthday Party which also saw a live performance from the Mystery Mansion stage by Jedward: The coverage at family focused media was very extensive and included Blue Peter, Newsbeat, London Tonight, Radio 1, The Metro, The Sun, The Mirror and CBBC.
A Halloween sleepover involving a host of competition winners took place at London Zoo over the Halloween weekend, involving 50 kids and their parents who had all won competitions from various media, while the weekend previous saw the first of the retail partner events in conjunction with Sainsbury’s in Epsom – this event drawing thousands of kids to the Mystery Mansion.
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