Branded Entertainment is rare and unused in the kids’ video game category. We decided that since this game is revolutionary, putting it in a category of 1, we needed to create a new marketing approach. By deciding to create a Branded Entertainment film that would entertain parents and kids alike, we set new standards in this category.

Our campaign invited kids to bring their toys to life and focused on celebrating the magic of Skylanders: Spyro’s Adventure. To that end, each channel had a specific role…We didn’t want it to feel like we were introducing a new toy, but rather a new category where kids could use video games to bring toys to life. A 3D cinematic trailer that ran exclusively with “Puss in Boots” introduced kids to the Skylanders back-story and helped them fall in love with the characters. TV ads branded the moment the toys to life as the “Boom!” moment, helped kids get to know more characters and showcased fun game play. OOH introduced the characters and gave the franchise scale. Digital celebrated the “Boom!” moment through interactive digital banners. At retail, kids could demo the game and explore the collection of characters.

By all measures, Skylanders: Spyro’s Adventure became a global phenomenon, achieving immediate and overwhelming business success.-Best-selling kids game of 2011 (while launching in Q4)-Named ‘Game of the Year’ by several toy and videogame publications-Several markets reached sales target for year in matter of weeks-Toys sold out at retailers around the world-People were willing to pay thousands for the toys on eBay.