Since 1994, Spin Master has been entertaining families around the world. From the company’s first item — a nylon stocking-covered head of sawdust with growable grass seeds known as the Earth Buddy — to a diverse portfolio with mega-popular franchises like PAW Patrol, Hatchimals, and Bakugan, the company has sought to inspire fans with innovative toys, compelling entertainment content, and open-ended digital games.
Spin Master has continued to adapt to the changes in the entertainment landscape through digital engagement. The company now boasts several product lines, which are enjoyed by families in over 100 countries around the world.
Video completion rate
Competing with consumer electronics brands in an increasingly digital world
Families are more often turning to electronic offerings like computers, tablets, smartphones, and video game consoles for play. Additionally, the evolving media landscape has made reaching parents more difficult; where linear TV was once the tried-and-true method for driving toy sales, that’s no longer the case.
In order to reach consumers where they now spend most of their digital time, Spin Master and media agency PHD teamed up with the mobile strategists at Tapjoy to create a digital-first campaign for its line of toys from the Bakugan franchise. The goal was to create media moments that bring innovation and play to life in unexpected ways using Tapjoy’s engaging ad formats and creative solutions.
“Families are spending more and more time online and increasingly using digital tools to engage with the brands they love. Marketers must adapt to this changing behavior. We think in-app advertising presents exciting opportunities for brand engagement.”
- Laura Henderson, EVP Marketing at Spin Master
Full-screen video and Interactive End Cards attract and engage audiences
Together, Spin Master, PHD, and Tapjoy came up with a winning strategy: creating an immersive, digital-first marketing plan while deepening their connection with the brand and attracting new audiences. Gaming apps proved to be the perfect medium to achieve these goals, since Spin Master could reach consumers in an engaged mindset and drive awareness of the forthcoming new season of Bakugan.
Spin Master and PHD leveraged Tapjoy’s creative assets and ad formats for a Video tointeractive end card campaign. The ad started with a full-screen video to capture the audience’s attention before engaging viewers with a custom mini-game. The Cost Per Completed View (CPCV) pricing model allowed Spin Master to stretch its advertising budget further, ensuring that no ad spend was wasted. By encouraging fans to watch the video in full in order to play the interactive game at the end, the campaign increased brand awareness and met its objectives.
Video to Interactive End Card views exceed benchmark and boost Bakugan sales
Ultimately, the Bakugan campaign proved successful, with a 92% video completion rate exceeding Tapjoy’s benchmark by 6%. In a world where toys and entertainment are increasingly digital, Spin Master was able to reach new fans while staying true to its vision. In-app ads proved to be the ideal medium for this message, and the toy company continues to look for exciting new ways to push the boundaries of mobile ad technology and creative.
“From static banners a few years ago to rich media video interstitials and playables today, mobile advertising has come a long way in a short amount of time. Tapjoy is at the forefront of this revolution, pushing the boundaries of creativity and engagement.”