Leapfrog’s FLY™ Pen Product Launch Tour

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 immersive cartoon-like world that draws consumers into a fun, high-impact, branded event environment.  Once engaged, consumers are educated about FLY™ Pen via a trained emcee who turns the instructional briefing into an upbeat entertainment experience.  While inside excitement for the product is built, and consumers are ushered into a product arcade room where they apply their newfound knowledge by trying the product for themselves.  In addition, “tweens” were handed instant-win game pieces/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 upon program launch
•  Brand re-tooled its advertising based on promotional tactics used at events