Hasbro gets shot in the arm from i2i

Edited by the Marketingweek Marketplace editorial team Apr 21, 2008

Toy manufacturer Hasbro has appointed i2i for an experiential campaign to promote Nerf Dart Tag, the game where players use Dart Tag blasters to tag opponents with soft Velcro-tipped foam darts.

Throughout the Easter and summer holidays a roaming urban 'Nerf Crew' will travel to key locations in 31 cities nationwide in a Nerf-branded vehicle.

The 'Nerf Crew' will challenge children to use Dart Tag blasters to fire at targets inside a branded gazebo, with competitors receiving brand-related giveaways throughout the day.

To add to the theatre, trained brand ambassadors, dressed in Nerf-branded leisure gear, will be interacting with the children, distributing stickers and postcards, and directing interested consumers to the nearest Nerf retailer.

The nationwide campaign kicks off on 21 March in Chester and will visit tourist attractions, theme parks, seaside resorts and city centres in Manchester, Liverpool, Blackpool, London, Milton Keynes, Birmingham, Stafford, York, Scarborough, Newcastle, Edinburgh, Newport, Cardiff, Swansea, Narberth, Bristol, Torquay, Plymouth, Newquay, Ipswich, Clacton-on-Sea, Chelmsford, Southend-on-Sea, Eastbourne, Bognor Regis, Brighton, Exeter, Burnham-on-Sea, Weston Super Mare and Bath.

Bruce Burnett, Managing Director of i2i marketing, comments: "Nerf Dart Tag is a great interactive game for keeping energetic children amused throughout the holidays and this fun promotion provides a perfect opportunity for children and parents to try before they buy.

"By combining experiential trial and the specific targeting of locations where the target market is high in footfall, we're expecting this campaign to provide a real shot in the arm for the game's sales".