When Connie Buffone, Senior Director of Shopper and Trade Marketing at Spin Master, a children’s entertainment company, remembered how Batman’s voice had once navigated her via the Waze app, she was inspired to help bring another exciting on-map experience to life. Spin Master is always on the lookout for innovative marketing strategies, and the team loved the idea of launching a similar campaign for Spin Master’s upcoming PAW Patrol movie. Their goal for the campaign was to grow sales of PAW Patrol toys while also promoting the upcoming film.
Partnering with retailers
Spin Master teamed up with Waze to launch customized voice navigation on a national level, using the voices of key movie characters such as Marshall, Chase, and Skye. Spin Master also partnered with Target and Walmart for the campaign. The retailers sold PAW Patrol toys, making a big statement with out-of-aisle displays highlighting the movie toys. The partnership gave Spin Master the opportunity to launch retail location awareness through the co-branding of Pins, Search, and Takeover ads on Waze. Spin Master also leveraged Search to extend their co-branded presence – as well as Takeover ads to reroute drivers during a navigation and also included a link to “Buy Now.”
Pins highlighted Target and Walmart stores on the map showcasing retailer logos with PAW Patrol branding, letting drivers know where they could shop for the movie toys. Search ads showcased similar messaging when users searched for a nearby Target or Walmart on Waze. Takeovers deploy larger creative that is typically displayed when a driver is completely stopped for four or more seconds. These strategies worked harmoniously to promote the PAW Patrol movie, matching toy line, and brand awareness.
Important audiences along for the ride
Spin Master decided to launch the campaign in mid-August, a week before the movie premiere, just after products hit stores. This ensured all media and branding components reached families while the kids were home on summer vacation. Pins, Search, and Takeovers launched first, and the voice navigation option followed a week later. “The timing of this program was amazing,” says Joelle Breslin, Senior Manager for Shopper Marketing at Spin Master. “A lot of parents had kids in the car, and they were hearing the PAW Patrol characters voices navigating them to Walmart and Target. They saw the movie, and they wanted the toy immediately after.”
The innovative ad campaign and retail partnerships extended our reach to so many families and children. The kids loved that they could continue their experience of the movie with character voices and new toys.
Connie Buffone, Senior Director of Shopper and Trade Marketing, Spin Master
A win-win for the brand and retailers
PAW Patrol advertising on Waze was both effective and efficient in moving fans to retail, generating impact on sales and incremental store visits. Waze provided Spin Master with unique data insights and a last-touch ad experience before users got to the register. “The partnership was really key in driving navigations,” concluded Joelle. “Waze drove both impression volume, as well as reported on real action post ad exposure." PAW Patrol advertising on Waze was both effective and efficient in moving fans to retail, generating impact on sales and incremental store visits. Waze provided Spin Master with unique data insights and a last-touch ad experience before users got to the register. “The partnership was really key in driving navigations,” concluded Joelle. “Waze drove both impression volume, as well as reported on real action post ad exposure."
Alongside enthusiastic retailers Target and Walmart, Spin Master was happy to see that they boosted success across the board for everyone.
