AWARD WINNING: MGA Entertainment generates global kid awareness

AWARD WINNING: MGA Entertainment and SuperAwesome generate global kid awareness and excitement for the L.O.L. Remix Music Awards

📍 Location: Global

“Innovation is critical to our success. Whenever we need something that seems impossible, we know SuperAwesome will deliver a kid-safe experience that also meets our business objectives.”

– Jamie Gutfreund, Global CMO – MGA Entertainment

MGA Entertainment is the world’s largest private toy company. Named “Toy of the Year” three times running, MGA’s L.O.L. Surprise! dolls create the ultimate experience for kids, from unboxing to play.

To debut its new Remix product line, which was accompanied by an original music album, MGA had to make noise. To reach kids in an authentic way, MGA required a trusted partner to execute a buzzworthy event across 13 compliance landscapes.

The Challenge

Introducing MGA’s L.O.L. Surprise! Remix line required an experience as immersive as its new products. But as MGA was gearing up for live events, Covid-19 halted in-person gatherings.

MGA needed to capture the energy of a live gathering in a digital activation to get kids excited about the Remix series. Executing a virtual event of this caliber demanded both scale and expertise. The event had to offer safe and innovative ways for kids to engage with the brand.

Activating across 13 international markets introduced further complexities, as compliance regulations vary by country (including the age at which children can provide consent to the processing of their personal data).

The Solution

MGA set out to take over the internet with an international, online event: The L.O.L. Remix Music Awards. The experience allowed kids to vote for their favorite version of the album’s lead single, remixed by ten popular influencers.

Appropriate and engaging influencer content served as the foundation of the campaign. SuperAwesome’s specialist knowledge, technology, and global reach were critical. SuperAwesome Creators influencer solution helped MGA select the right talent to deploy content in safe and compelling ways across YouTube, mobile, and web.

To complement the influencer activity, MGA used SuperAwesome’s AwesomeAds technology to achieve an industry-first. Using AwesomeAds digital wishlist, kids could share their favorite L.O.L. products with adults. The wishlist made it possible to evaluate product interest in a compliant way.

Powered by SuperAwesome’s global scale, the campaign was executed in 13 global markets and 7 languages. Ultimately, the L.O.L.. Surprise! Remix campaign raised brand and product awareness with content that kids loved.

See the campaign in action…

The Results

1.4 million kid-safe ad impressions delivered at 117% of the campaign view target.

48% average duration rate for influencer music videos, well above the 35% benchmark.

1.86 million page visits to COPPA-compliant microsite.

“SuperAwesome’s partnership enabled us to launch Remix in 13 markets, in local languages with influencers and content that delivered an incredible experience to our fans worldwide.”

– Jamie Gutfreund, Global CMO – MGA Entertainment

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