Taking the “Ground” out of “Playground”

Commercial Video, Original Music, Social, Packaging, Tradeshow, Digital Advertising, Production, Media

How do you take the #1 selling outdoor toy in their category to new heights? Create a mantra that becomes an original arena rock song, music video and empowers kids to take to the skies! Starting with a brand refresh, new colors, logos, packaging and call to action tagline – Play in the Air – gave us the foundation to film Parkour kids rocking the product and commercial video. Our strategy included partnering with School of Rock Austin to produce our original song and utilize 4 of their 30,000 6-17 year old rockers to really amp up our audience. We backed that up with precisely targeted social and display ads, and the results have created the second year in a row of online sell outs and stores like Dick’s Sporting Goods increasing supporting SKU’s to cash in on the best reason to get kids off the sofa and rocking in the Air – Ninja Style!