Company: K'NEX
Company Description: Founded in 1992, K’NEX Brands, the world’s most innovative construction toy company, was established to make and sell what has become one of the world’s leading integrated construction systems for children. Winner of over 200 international awards and recognitions, K’NEX is America’s building toy company focused on Building Worlds Kids Love, and encourages youngsters to “imagine, build a
Nomination Category: Marketing Campaign Categories - Specialty
Nomination Sub Category: Consumer Marketing Campaign of the Year

Nomination Title: K'NEX Mario Kart Wii Building Set product launch campaign

Tell the story of this nominated marketing campaign for the judges (up to 500 words). Describe the genesis, planning, execution, and results to date of your campaign. If applicable, remember to describe what's unique or innovative about your campaign:

Through a collaborative partnership, K’NEX and Nintendo have created Mario Kart Wii building sets--engaging, innovative and recognized by children everywhere!

Launched in June of 2011, in six short months Mario Kart™ Wii building sets were on shelf in over 10,000 stores, turned at a rate of 3X all other K’NEX license building sets combined and generated 34% of company sales in 2011.

Winner of two prestigious awards, the K’NEX Mario Kart Wii building sets bring popular and recognizable characters to life in a new way. Supported by Nintendo with e-mail blasts & viral videos, K’NEX spearheaded an innovative and integrated public relations and marketing campaign. K’NEX Mario Kart Wii building sets combine Nintendo’s beloved characters Mario, Luigi, Yoshi, and Bowser with the award-winning K’NEX building system, bringing them from the video screen to the construction aisle for the first time! In addition to the Nintendo characters, sets include buildable vehicles and obstacles from the Mario Kart Wii game, bringing the fun of Nintendo to a new generation and expanding its appeal through a rewarding age appropriate K’NEX building experience.

With 11 skus, the introductory line offers a wide range of products and prices (bikes, karts, & track sets from $3.99-$99.99) To encourage collectability, all Mario Kart Wii sets can be used together. K’NEX Mario Kart Wii building sets bear the official Nintendo seal and come with step-by-step building instructions. In 2011, the Mario Kart Wii Building Set line by K’NEX was distributed to over 10,000 stores and had full distribution at Target, Walmart, Toys’ R Us and their respective dotcom partners.

The line was also distributed at Kmart, Amazon and various mid-tier and specialty accounts as well as in international markets. In 2012, distribution will be expanding into Drug & Discount stores. The Mario Kart Wii building sets allow the video game to be brought to life away from the game console. The track system was developed specifically for use in the Mario Kart Wii sets and allows for open-ended, imaginative play. Specially designed to be interchangeable & manipulative, children can put track pieces together any way they like, allowing them to create any track they imagine. Kids can even go online to knex.com and print out additional track graphics. Tracks can also be designed with multiple levels and ramps that can be used for jumps. The characters fit into all the vehicles so kids can put any character into any vehicle, a freedom unavailable in the video game. Kids build and power the obstacles, encouraging even more interaction.

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An innovative and integrated marketing campaign consisting of highly targeted consumer promotions, PR, and retailer activities were created to support the launch of K’NEX Mario Kart Wii Building Sets product line in 2011.

CONSUMER PROMOS

• Teaser Campaign Video Launch
o Posted to K’NEX facebook page, YouTube page and knex.com
o “Leaked” to gamer sites, brick builder sites, and blogs
• Golden Ticket contest
o 400,000 page views on KNEX.com, so popular when it launched, it crashed the K’NEX server (back up in record time)
o 10,000 figures given away; 9,995 Luigi figures and 5 grand prize winning Mario figures
o Grand prize winners won a Wii, full K’NEX/Nintendo product line, and tour of K’NEX HQ
o Contest was entered via dedicated landing page on knex.com
o The contest was announced in K’NEX Parent & Club emails, through Facebook posts and in targeted Facebook advertising
o Contest info was also posted on Nintendo fan/gamer sites and blogs
o The contest increased Facebook traffic by +64%
• Product Launch Event held at Nintendo World in NYC, resulted 33% increase in store traffic and 40% increase in store sales
o The launch was announced through email campaign and supported with a press release
o In store promotions and contests held on launch day
1000 Luigi figures given out as samples
Giant track layout
Building Stations
“Fastest Mario Bike builder” contest held
• 7 winners were chosen, 1 from each age group ranging from 6 yrs-12 yrs.
“Guess the number of pieces” contest held
• 5 winners were chosen with different prize levels ranging from a figure set to a $500 shopping spree

• Nintendo produced a segment for their web program “Nintendo Week” recorded at the event that can be viewed here: http://www.youtube.com/watch?v=HmWNy0LcZNQ

PUBLIC RELATIONS AND COMMUNICATIONS

• Email blasts to K’NEX parents and club members announcing product launch
• Product videos were posted to Facebook, YouTube and Knex.com
• Sample product sent to Mommy Bloggers for review
• Named one of the top ten holiday toys by Disney’s Family Fun Magazine
• Winner of the 2011 National Parenting Publications Honors award
• Participated in a Radio promotion giveaway
• Press Releases sent
• Targeted Search Engine Marketing & Text Ads

RETAILER ACTIVITIES

• Target had exclusive product and 1,400 4’ displays in addition to a branded end cap and ad circular participation
• Toys ‘R US had exclusive product in-line with 506 shelf displays and was featured in ad circulars and the TRU Big Book
• TRU display had QR code linking to TRU exclusive “Show Us Your Track” promotion. Consumers learned about the promotion from the display or on TRU’s website. Messages encouraged consumers to send us photos of their own track creations. 10 Winners received a $100 TRU gift card
• On-line pre-orders accepted through TRU.com, Target.com, Amazon.com and KNEX.com

Provide a brief biography of the leader of the team that planned and executed this marketing campaign (up to 100 words):

Kristen Krikorian, Brand Manager & team leader for Nintendo: Mario Kart Wii Building Sets marketing campaign. Kristen has been with K’NEX for 5 years, specializing in marketing and product development. In her role as Brand Manager, Kristen has worked with some of the country’s leading brands, including Nintendo, NASCAR and Lincoln Logs. She also offers marketing support to national retail chains, such as Toys R Us, Walgreens, CVS, Dollar General and more.