Client: Kilburn Live Entertainment
Kilburn Live in collaboration with Hasbro challenged the agency to develop a strategic communications program to launch GYGO! (Get Your Game On), an action-packed active play attraction that features 14 activations including Nerf Challenge, an experience playfully designed around the popular collection of toys and sports equipment.
To introduce the GYGO! attraction, drive awareness and encourage ticket sales to its
NERF Challenge experience, the agency partnered with Toronto Maple Leafs’ Jack Campbell,
Timothy Liljegren and Michael Bunting to host an exclusive media and influencer preview
featuring the NERF Challenge Celebrity Showdown. Leading influencers and creators joined
Team Soup and Team Bunts through the action-packed course for a donation to their charity of choice.
The launch event generated nearly 40 million media impressions across top tier
outlets including Canadian Press, major broadcast and breakfast shows and dailies. Collectively, the influencers encouraged their followers to “get your game on” and shared action-packed social media content of the showdown, reaching nearly 12 million, with an average engagement rate of six per cent. Above all, the launch program successfully built awareness and buzz, and bolstered ticket sales to GYGO’s NERF Challenge, exceeding client expectations and revenue goals.