Create ROI Using Toys and Games
For Livengood and his colleagues at Business Impact Group, understanding a client’s initiatives and working from clearly stated objectives is paramount in any campaign. “Then, in order to create a fair ROI for your client, the campaign needs staying power and purpose.” Using toys and games creatively is a great way to accomplish this.
For example, incorporating the ViewMaster® for new product launches, destination teasers or new services has resulted in successful and measurable campaigns. “Using this type of retro toy that’s nicely packaged with other informative collateral helps the campaign reach its goal of educating, informing or presenting a call-to-action message to the consumer,” says Livengood.
Another education campaign he created is a custom egg-toss game for the Iowa Egg Council to use at family-friendly events. The objective was to educate consumers on egg consumption benefits through an interactive trivia challenge. The questions are harder when the holes are bigger, so if you want an easy question, you have to make it through a more difficult opening. Players are rewarded with tiered prizes when they toss the stress egg through the hole and answer the multiple-choice question correctly. As a consolation prize, they get the actual stress egg they used for the game. “The client feels a whole lot better ordering their stress egg toys when they are used for a specific initiative. In this case—to educate,” Livengood says.
