Toymaker Lego has picked new media marketing agency Digital Outlook to create an online campaign for the launch of strategy game Spybotics.
Teaser activity began in July and is now leading into a full campaign to support this week’s launch.
Spybotics is billed as a fast-action espionage game that combines virtual and interactive gaming. Players become an agent for the Secret Mission Agents Robotics Team (SMART), and are challenged to accomplish covert missions to become the ultimate spy with the help of their ‘Spybot’ – an intelligent robotic gadget controlled by a PC-programmable remote control.
The launch campaign encompasses TV, press and poster alongside the Internet activity.
The campaign will target boys aged nine to 12 via banners, DHTML (Dynamic HTML) and Flash animations on sites such as CiTV, Cartoon Network and Fox Kids. Interactive ads will run on the 3D virtual world website habbohotel.com. Spybotics agents will encourage Habbo users to visit spybotics.com .
Digital Outlook is targeting additional children’s sites with competitions featuring Spybotics products. A streaming video e-mail featuring the TV ad campaign will also be used.