MARKETING/SOCIAL MEDIA

Toys ‘R’ Us launches omnichannel promo

BY Dan Berthiaume

Wayne, N.J. – Toys “R” Us is launching an omnichannel promotion called “C’mon Let’s Play” in partnership with advertising agency The Escape Pod and ‘Action Movie Kid’ YouTube channel creator Daniel Hashimoto. The campaign includes TV ads and in-cinema advertising.

In addition, the campaign includes the hashtag #LetsPlay and a cross-platform presence on desktop, mobile and tablet with premier placements on Hulu and Hulu Plus, among others. Throughout the coming months, Toys ‘R Us will leverage its social media channels, including Facebook, Twitter, Instagram and The Toys “R” Us YouTube Channel, to share ‘C’mon, Let’s Play’ content, including commercial clips, behind-the-scenes photos and video from the campaign shoot, and more.

"We’ve designed our new brand campaign to showcase how we, as a specialty retailer, have the unique ability to help stimulate kids’ imaginations with the innovative playthings we carry,” said Hank Mullany, president, Toys “R” Us. “It also allows us to shine a light on our employees and their expertise in assisting parents to select the perfect toys to create magical, memorable moments."

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MARKETING/SOCIAL MEDIA

ProFlowers runs social campaign, pop-up shop

BY Dan Berthiaume

San Diego – ProFlowers is offering the “Love is a Journey” campaign, on Twitter and Instagram in August. Qualified entrants can post photos of what romance means to them via Twitter and Instagram using #LoveIsAJourney and #ProFlowersSweeps for a chance to win a Princess Cruises vacation.

Entrants can see their photos at Loveisajourney.proflowers.com. ProFlowers will also run a Paris-themed pop-up shop in the Times Square pedestrian plaza on Broadway between 42nd and 43rd Streets on Aug. 5.

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News

Amazon Fire TV selection continues growth

BY CSA STAFF

Amazon’s Fire TV’s app selection has more than doubled, with hundreds of services and games added since launch, including the official Flappy Birds Family — currently a Fire TV exclusive game.

New services include WATCH Disney Channel, WATCH Disney Jr., MLB.TV, Animal Planet L!ve and WWE Network, with more already on the way. By the end of the year, TV services such as WATCH ABC, WATCH ABC Family, NFL Now, A&E, Lifetime, Outside TV, Young Hollywood, North Face TV, Fashion TV, Green TV and Dailymotion will all be available to Fire TV customers.

“Customers love the selection on their Fire TV, telling us how easy it is to watch their favorite movies and TV shows, listen to music, and play games in their living room. And because of that, developers continue to bring great apps to the platform, with app selection more than doubling since launch,” said Steve Rabuchin, VP, Amazon Appstore. “And it’s still day one; we have a great pipeline of new services and games coming soon.”

Game selection also continues to grow, with new additions like Flappy Birds Family, Dungeon Quest, Castle of Illusion starring Mickey Mouse, The Wolf Among Us, Grand Theft Auto: San Andreas and The Bard’s Tale. Along with the games recently added by developers, Amazon Game Studios’ Sev Zero — a Fire TV exclusive game — is one of the five most-downloaded games on Fire TV since launch, the company said.

Fire TV is a tiny box that plugs into your HDTV for easy and instant access to Netflix, Prime Instant Video, Hulu Plus, WatchESPN, Showtime and low-cost video rentals. Fire TV also brings photos, music, and games to the living room. Meet Amazon Fire TV at www.amazon.com/FireTV.

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