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 Awards Categories - Industry
Nomination Sub Category: Marketing Campaign of the Year - Consumer Products - Non-Durables

Nomination Title: K'NEX Angry Birds Product Launch Marketing Campaign

Tell the story of this nominated marketing campaign for the judges (up to 525 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 Rovio have created Angry Birds™ building sets! Based upon the popular app, these sets bring the Angry Birds game to life for the first time! Launched in August 2012, K’NEX Angry Birds building sets are on-shelf in over 8,000 stores, and generated 23% of company sales in 2012. K’NEX spearheaded an innovative and integrated public relations and marketing campaign for the product launch including a partnership with the Philadelphia Eagles.

K’NEX Angry Birds building sets allow the game play of the Angry Birds app to move from the smartphone to the living room for the first time. Fans will love the functioning launcher and realistic characters from the game. The ability to build the obstacle, shoot the birds, and destroy it over and over again provides hours of fun! With 14 skus featuring 19 unique characters, the K’NEX Angry Birds line offers a wide range of products and prices from both the original and space versions of the game. Perfect for Angry Birds fans 5+, sets include step-by-step building instructions. Kids can even go online to download instructions for additional building ideas.

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 Angry Birds Building Sets line in 2012.

CONSUMER PROMOS

• Golden Egg on-line contest
o 240,000 page views on KNEX.com
o Average time to hit limit of 500 entries per day: 2 minutes
o 10,000 Angry Birds eggs given away; including 5 grand prize winning Golden Eggs
o Grand prize: iPad 3, iTunes gift card, entire K’NEX Angry Birds Product line
o Promoted via K’NEX Parent & Club emails, Twitter, Facebook and press release

• Philadelphia Eagles Promotions
o Eagles Flight Night

• Kick-off event at Lincoln Financial Field

• 26,000 attendees

• Angry Birds building stations, product displays, giveaways

• Promoted via web, emails, Facebook, and press release
o Eagles Pep Rally

• Held at Love Park, Philadelphia

• K’NEX created a life-size version of Hammin’ Around building set , complete with 5’ high launcher

• Huge media exposure at event

• Promoted via Facebook and press release
o Play life-size set @Halftime Promo

• One randomly chosen fan got to play life-size K’NEX Angry Birds set on- field during half-time at Eagles game

• Winner received 2013 Philadelphia Eagles Season Tickets and entire K’NEX Angry Birds line
o Giant Build: K’NEX Red Bird: Guess # of pieces contest

• Built entirely out of K’NEX pieces

• On display through the season at Lincoln Financial field

• Entry with closest guess won tickets to 2013 Eagles game and entire K’NEX Angry Birds line

PUBLIC RELATIONS AND COMMUNICATIONS

• Email blasts to K’NEX parents and club members announcing product launch
• Product videos posted to Facebook, YouTube, Pinterest, and Knex.com
• Mommy Bloggers product review
• Named Top holiday Toy of 2012 by The Toy Insider, Parenting and Parents Magazine
• Press Releases sent to announce product launch and Golden Egg contest
• Targeted Search Engine Marketing & Text Ads

RETAILER ACTIVITIES

• 1,000 displays at Walmart; featured in circulars
• Angry Birds Space line exclusively at Toys ‘R Us; 445 displays, ad circulars, TRU Big Book
• Exclusive Amazon product
• Kohl’s exclusive item; Black Friday promotion
• QVC Christmas in July, sold 5,000 units in 12

Upload a collection of supporting files and web addresses to our server to provide more background information to the judges. You may upload any number of attachments and URLs through the "Add Attachments, Videos, or Links to This Entry" link above. (Do NOT list your URLs below.)

Provide a brief biography of the leader of the team that planned and executed this marketing campaign (up to 125 words):

Karen Ruth, Assistant Brand Manager & team leader for the Angry Birds Building Sets marketing campaign. Karen has been with K’NEX for 2 years, specializing in marketing and product development. In her role as Assistant Brand Manager, Karen has worked with some of the country’s leading brands, including Angry Birds and Monster Jam, and she manages the core K’NEX Building Sets line. She also offers marketing support to national retail chains, such as Kmart and Sears, and more.