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Tuesday, October 12, 1999 |
Why KBkids Isn't Kidding Around With Its TV Dollars
KBkids.com is turning up the heat in the
fourth quarter with a $43 million advertising campaign which breaks nationally this
week. The campaign, which includes national television, print, out-of-home,
and in-store promotions, is the largest campaign for any Internet toy
retailer.
Following is a breakdown of the campaign details. The ads were created by
San Francisco-based Goldberg Moser O'Neill.
Television
The initial television campaign consists of several spots:
"Toy Store" illustrates the consumer advantages of the relationship
between the online store and the K*B Toys store network. The heritage
of the K*B Toys stores inspired KBkids.com to create an unparalleled
customer experience that brings a smile to both kids' and parents'
faces.
"Kids Testing" emphasizes the fact that grown-ups can only understand
toys so far on their own. Ultimately, it is the kids who are the real
experts, but KBkids.com helps you "get" toys as well as any grown-up
can.
Both ads include five-second vendor tags that fully integrate the
spirit of the ads with the brand of the vendor.
Ads highlighting exclusive toys offered only by K*B will break in
November.
Print
The print campaign includes exclusive inserts that will run in the
November issues of Parenting and Family PC magazines. Single pages, spreads,
and three-page units will also run in family-focused publications such as
Working Mother, Good Housekeeping, Disney Magazine, Family Fun, and Sesame
Street. Separate ads featuring collectibles and video games will run in a
number of specialty collector and gamer books.
Out-Of-Home
The out-of-home campaign will focus on nine markets, including New York,
Los Angeles, Chicago, San Francisco, Philadelphia, Boston, Houston, Dallas,
and Washington, DC, and will consist of bulletins, king-size bus panels, and
mobile billboards.
Exemplifying KBkids.com's commitment to creating an entertaining,
inspirational experience that children and parents can enjoy together, the
integrated marketing campaign also includes sponsorship of the PBS program
"Teletubbies" and NBC's "KBkids.com StarSkates," a figure-skating series
airing this fall, that merges top figure skaters with some of today's hottest
musicians.
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