This is how we play
How NERF brought online gaming to the real world.
We connected the enormous popularity of online gaming to NERF. Together with the most popular game influencers in the Netherlands, we created games that we played in real life. In other words, online gaming in the real world, called: NERF Battle Royale.
The campaign had to be authentic and credible from A to Z, so we not only looked at the reach of certain influencers, but especially if they were a match with NERF. The campaign consisted of 3 levels. Level 1: Four popular game influencers announce that they will participate in the first ever NERF Battle Royale. Every influencer forms a team in which fans can win a spot.
Level 2: The four teams compete with each other on a huge NERF Battle Royale Battlefield. Level 3: The campaign goes live on social, television and retail.
Ultimately, 16.750 kids signed up. Within six weeks we reached 23.9 million views on Youtube, Facebook, Instagram, Twitch and Giphy combined. And the retail assets had an additional 4 million views. More importantly we increased sales by +26% (18% above target with a sales index of 176) in a highly competitive market, during the media heavy December month. This was the best Q4 turnover ever for NERF NL.
Effie Awards Bronze / ADCN Strategy Nomination / San Accent / The Best Social Nomination / Spinawards Nomination
social stickers
Team merchandizing
hero social videos
Case study