When Mattel asked us to help create demand for its new tween-focused board game, Bounce-Off, we immediately saw a challenge. We knew that parents are the main board game purchasers and value play time with the family but that tweens are spoiled for choice, preferring to play on tech or with friends.
At its simplest level, the game involves bouncing ping-pong balls into a grid. To be successful, we needed to reach tweens with an exciting and aspirational message, which dramatised the fun and rivalry central to the game.
Working with the YouTube sensations and world record-breaking, masters of crazy trick shots, How Ridiculous, we made Australia’s first look at Bounce-Off an extreme super match between two members of the fiercely competitive group. The resulting video was shared through How Ridiculous’ own channels, clocking over 420k views, and supported with an earned media strategy which saw content picked up by outlets such as News.com.au, The Daily Mail and Toasted TV, generating over 29 million impressions.
As a result of our supporting influencer outreach program, tween sensation Tyde Levi and prominent parenting blogger Picklebums posted about Bounce-Off’s arrival in Australia just days before the product dropped in stores.
Following our campaign, retailers nationwide reported first-week sell-through of the game – a great result for both Mattel and the local Bounce-Off brand team.