mattel advertising campaign

Jeff Billon Nicole Fernandez

Sara KatoJulie Marquez

Marko MilosevicAmanda Record

Bryan Ruiz

MATTEL TOYS HALLOWEEN CAMPAIGN

Marketing Strategy for October 2013

Table of Contents

Advertising Marketing Objective.…………………………………………………………….1Key Strategic Decisions…………………………………………………………………….........2Target Audience………………………………………………………………………………………3In-Store Promotions……………………………………………………………………….……....4 Out Of Home (OOH)………………………………………………………………..…………......5In Video…………………………………………………………………………………………..………7Mattel In Social Media……………………………………………………………………..........9App Central……………………………………………………………………………………………..10Promotion Schedule………………………………………………………………………………..12

Advertising Marketing Objective: • Our marketing objective

(through advertising) is to create an emotional brand connection with parents per the idea of giving gifts to their children.

• Done by creating images and other advertisements showing children overjoyed with their gifts.

• Focusing on that emotional connection mothers feel when buying toys for their children. 1

Key Strategic Decisions• We will be going for a socially-driven marketing approach. Upon investigation, we have concluded

that Mattel is lagging behind in technology and social media, particularly with interactive and rewarding applications. By utilizing apps and games that are easily accessible through online “stores” on Android and iOS devices, many of our consumers around the world can participate in our promotions. Our marketing will incorporate the use of an “Angry Birds for Halloween” game based off the incredibly popular “Angry Birds” series of mobile games. As Mattel already has a strong business relationship with the producers of Angry Birds, it would not be of much difficulty for them to make a game themed for the Halloween Holiday for us. A “limited production” of “Angry Bats” plush-toys to will be produced to promote the game, and the Halloween promotion of toy-giving.

• Another strategic decision we have decided to go with, is the use of “QR-codes” on products found in-store. These codes can be scanned with the use of our “My Mattel” application (see pg. 13) which is in development.

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Target Audience• Our target audience is mothers ages 25-45, as well as

grandparents and fathers.• We are primarily targeting mothers of the aforementioned

age-range. These mothers are our primary target because they are most involved in the purchasing-decision process when it comes to consumer products like toys; they typically also have children in the age-range of 3-15 years of age.

• Grandparents and fathers are our secondary target audience because they too contribute to toy-buying, but not nearly as much as mothers do, especially during the non-holiday seasons. 3

In-Store Promotions• For this campaign Mattel will be partnering up with

Toys “R” Us for in-store promotions (and sales for the supporting plush toys). Angry Birds Halloween (as a campaign) would be active for the month of October 2013. Ending the day of the highlighted event (Halloween).

• Over the aisles at the entrance of Toys “R” Us stores would be a banner with our slogan, “Don’t let the ghouls take your toys!” with cartoonish ghouls strategically placed on the banner. Furthermore, all aisles with Mattel products will have a cardboard haunted house at either end of that aisle with an entryway into the aisle and a ghoul in the visuals.

• Lastly, a Mattel toys sales promotion will be in place for a buy one get one half off (of equal or lesser value) for the duration of the promotion. The promotion will take place in all of Toys “R” Us’ 1500 stores worldwide.

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Out of home (OOH)

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In order to create awareness among the fans about the Mattel Toys Halloween Campaign, we will utilize billboards, bus stops and wallscapes to advertise “Don’t let the ghouls steal your toys!”

Our billboards will advertise the new release of our game “Angry Birds for Halloween”, capturing the attention of drivers as they headed down the highways of America. At multiple bus stops, we will have children friendly ghouls attempting to “take the toys.”

We will utilize buildings by creatively transforming them into a hot wheels track with a ghoul chasing after a hot wheels toy.

Billboard OOH Visuals

Wallscapes in ‘A’ Target Markets

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Some of the largest dollar amount purchases in the promotion plan will come from Out of Home purchase in “A” market exposure locations, like this wallscape in NYC’s Times Square.

These costly purchases will be essential for generating the buzz factor and are a way for Mattel to have a little ‘fun’ with the campaign.

In Video“Angry Birds Halloween” Video GameOur marketing will incorporate the use of an “Angry Birds Halloween” game based off the incredibly popular “Angry Birds” series of mobile games. As Mattel already has a strong business relationship with the producers of Angry Birds, it would not be of much difficulty for them to make a game themed for the Halloween Holiday for us.

We will utilize a “limited production” of “Angry Bats” plush-toys to promote the game, and the Halloween promotion of toy-giving.

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Video Game Screenshots

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Mattel in Social Media Traditionally Mattel has taken a conservative approach to it’s Social Media

efforts. The Social Media presence that they do have exists at the brand level and each brand operates separate from other brands within the Mattel family of brands (Fisher Price, Barbie, Hot Wheels, etc.).

At the brand-level Mattel has primarily used Facebook, Twitter and YouTube to promote their campaigns in the past. This campaign will also utilize newer SMM platforms such as Instagram and Foursquare.

Approximately 30% of online advertising will be spent on placements where campaign videos will be shown on pages (mommy blogs, Mattel website, etc.) with similar content. We believe video is one of the strongest ways to establish emotional connections with viewers and lead to higher product recall. Some of these videos will be interactive, letting the viewers choose what happens to the Ghouls.

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App CentralMyMattel:MyMattel is a concept application for android and iOS systems that combines a customer loyalty program with product reviews. People can scan the product-specific QR code for their toy and game purchases, earning points for each purchase. A secondary QR code (on the outside of the package) can be used to direct you to the product ratings on Mattel’s website.

MyMattel is way to connect with loyal customers and give them a brand loyalty rewards program that they’ll always carry with them. Points will be accumulated and later used to purchase coupons and promotional codes to buy more Mattel products. Additionally, MyMattel will record achievements made in “Angry Birds for Halloween” and “Angry Birds” allowing for additional points and/or coupons redeemable in the My Mattel Rewards section of the application. 10

Promotion ScheduleEvent Timing

(prior to launch)

Details Promo Focus

Social Media Accts.Created + PR (for trade show)

6 mths. Social Media accounts will already be in place to capture on the exposure from Gaming Trade Show.

Angry Birds app, video game

Print Media (Purchased)

5 mths. Ad placements purchased in ‘mom’ targeted magazines like Parenting Magazine, etc.


Trade Show Announcement/Presentation

4 mths. The first company announcement/demo of how the new app will work will be at gaming industry tradeshow.

Select gaming experts given advance app access for reviewing purposes.


Out of Home

2 mths. + LOC (length of campaign)

3-D Designed Billboards, Bus stop transformations and full scaling on select buildings in “A” Market locations. Angry Birds app

Online Media Plan (Purchased)

2 mths. Most purchased exposure will be directing fans to social media accounts


TV Spots (Commercials) 1 mth. + LOC

Video game, app, retail driver (includes Toys R’ Us mention) & MyMattel

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