Mattel taps social media for tongue twister

By By Erin Smith | 16 September 2011

SapientNitro has launched a social media campaign with user generated content for global toy manufacturer Mattel's Thomas & Friends Trackmaster brand.

The campaign will search for Australia's first 'Little Trackmaster' by calling on parents to upload video's of their child saying the tongue twister: “Thomas runs clickety clack on Trackmaster track that I click clack” in the most creative way possible to the Trackmaster website.

The public will vote for the video's and determine state based winners.

Mattell brand manager Lisa Hay said: “SapientNitro's compelling cross platform campaign has both engagement and activation components that will help enable us to drive our pre-Christmas sales objectives.

“SapentNitro has created a clever social word-of-mouth experience which can be syndicated out through social media channels and is also supported by a creative brand experience and in store promotion to drive sales.”

In May this year, AdNews reported that Mattel appointed SapientNitro to handle its pre-christmas campaign and this is the first cross platform campaign they have executed for the Trackmaster brand.

The campaign will also be supported through branded eDMs and blogs, in-store POS, print, online media and radio. The campaign will run for six weeks until 31 October.

A national winner will be selected to appear in Trackmaster print advertising for 2012 plus win a family trip to Thomasland in the UK and Trackmaster product merchandise. Family and friends can use their social media networks to gain support for the video they want to win.

Entrants can submit their tongue twisters in dedicated movable Trackmaster 'booths' using touch screen and webcam technology, which will be installed in shopping centres and high footfall spaces across NSW and VIC.

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