Hasbro Nerf Hyperfire

Challenge

Hasbro wanted to make the launch of the Hyperfire Elite, bigger, better, higher production amd ,ore integrated than ever before! Building on previous successes, this time the Hyperfire blaster needed to hero the the speed of firing in an engaging way to an increasingly challenging 12-17 year old audience, access this audience across multiple media touch points.

Execution

Producing original content with top YouTube talent, KSI, JMX, W2S and Burnt Chip, shooting their trial of the Hyperfire Elite in a series of challenges testing the product capabilities, linking to wider campaign narrative, bringing the ultra cool factor for Nerf’s audience!

This was shared across YouTube both organically and with a clear paid strategy, however, to really make this fly, the videos were filmed in TV quality and was Hasbro’s first ever TV blocked out spot, with YouTuber content, on key channels for this audience.

Result

16m+ content views across YouTube, TV other digital platforms. Integrated and repurposed for a media first YouTube TV ad takeover. Resulting in an integrated DRUM Dadi award winning integrated digital campaign.