Yummi Promotion Sends Girls Online, to Stores

Share this article:
Keeping young girls engaged across channels is the aim of a new interactive Web site from MGA Entertainment, Van Nuys, CA, which makes Soda Pop Girls dolls as well as Bratz and Rescue Pets toys.


Girls are urged to go to MGA's Yummi-Land.com, the fictional home of the four Soda Pop Girls, to enter a secret message code found on doll packages. Each package, sold at Toys "R" Us, Wal-Mart, Kmart and other stores, includes a unique message. Once the message is entered into the site's "secret message engine," a Yummi Surprise customized to each doll is revealed.


The interactive site soon will include downloads, games and e-cards.


"The more MGA can engage young consumers through their Web property, the more likely they are to foster brand loyalty and create a sense of community around the Soda Pop Girls and their entire line of products," said Tom Beck, vice president of corporate development at Enlighten.com, Ann Arbor, MI, the interactive marketing and consulting firm that developed the site for MGA.


The promotion has no time limit, and Beck expects millions of unique visitors over time because of the brand's popularity. A similar Rescue Pets promotion, which asked children to go on the site, register their pets and make up a mascot name for the pets, drew 100,000 responses.


"There is a heavy loyalty component," Beck said. "To be able to enter the message in the secret message engine: There is an incentive for the girls to collect the dolls and go online."


As Enlighten and MGA are marketing to Soda Pop's young demographic of 4- to 10-year-old girls, they do not ask for e-mail addresses and are following all Child Online Privacy and Protection Act rules, Beck said.


Christine Blank covers online marketing and advertising, including e-mail marketing and paid search, for DM News and DMNews.com. To keep up with the latest developments in these areas, subscribe to our daily and weekly e-mail newsletters by visiting www.dmnews.com/newsletters
Share this article:
You must be a registered member of Direct Marketing News to post a comment.

Sign up to our newsletters

Follow us on Twitter @dmnews

Latest Jobs:

More in News

Hawk Search Widens its Global Reach

Hawk Search Widens its Global Reach

Hawk Search's solution offers support for more than twice as many languages as other site search providers, according to the company.

Candidates Offer Change In The Form of Targeting

Candidates Offer Change In The Form of Targeting

A campaign for Ben Carson raised $2.8 million despite his lack of cooperation.

Target Names Retail Veteran Brian Cornell as CEO

Target Names Retail Veteran Brian Cornell as CEO

He leaves the top job at PepsiCo Foods to take the spot vacated by Greg Steinhafel in the aftermath of the data breach.

Copyright © 2014 Haymarket Media, Inc. All Rights Reserved
This material may not be published, broadcast, rewritten or redistributed in any form without prior authorization.
Your use of this website constitutes acceptance of Haymarket Media's Privacy Policy and Terms & Conditions.