Leapfrog’s FLY™ Pen Product
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Challenge:
Introduce a complex educational toy to “tweens” and their parents in a way they’ll understand, embrace and become excited about. Then, figure out a way to turn that excitement into sales and additional word of mouth advertising.
ZAG Solution:
Create an event footprint that draws consumers into a high-impact, branded environment and immerses them in a cartoon-like world where all of the images and messaging are totally compelling and fun. Once engaged, consumers are educated about FLY™ Pen via a trained emcee who keeps the instructional chat fun and informative yet brief. Then, as excitement for the product is built, consumers are sent into a product arcade room where they apply their newfound knowledge by trying the product for themselves. Brand ambassadors supervise while tweens and their parents were converted into brand enthusiasts on the spot. In addition, kids were handed instant-win game pieces that could be redeemed using the FLY Pen technology or by going online. These game pieces also doubled as coupons to drive additional traffic to the website and stores.
RESULTS:
- Over 500,000 consumers participated throughout a 3
month period - Consumer sales spiked in event markets beginning the
same weekend - Brand re-tooled its advertising based on promotional tactics used at events
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