Why was Bionicle so much more successful than the two other similar toys? In this article we describe how turning a toy into a story greatly increased emotional bonding to the product and how an integrated marketing campaign made it possible to tell that story. It is the story of how a toy company learned to market a product from the film industry. It is the story of producing a strong enough buzz about a toy to build an intellectual
property and long-term success. And it is the story of how an ad agency and a client went on an epic adventure together.
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