What’s in the NERF Vault?
i2i go live this weekend with a major new experiential marketing campaign for “Nerf” – the toy blaster range from Hasbro. Nerf is one of the leading boys’ brands, and the fifth largest property in the toy market.
The Nerf Vault – an interactive shooting gallery in a mysterious branded shipping crate – will be touring festivals and city centres across the summer, allowing consumers to get hands on with the latest blasters from the N-Strike Elite range, as well as step inside the unit for a first look and feel of a top secret new Nerf toy.
The bespoke build incorporates sound, light and music for the ultimate Nerf experience – and visitors will be the first consumers in the UK to try the new blaster before it hits stores. The tour coincides with the launch of a new UK Nerf website – www.nerfelite.co.uk.
We're really excited by the Vault - it's a perfect fit for the edgy, aspirational character of the brand - as well as being a pure blast of fun. We anticipate a huge reach for this project - with experiential as the perfect channel to convey the excitement and action of a brand like Nerf.
The Nerf Vault Tour Schedule
11-13 July NASS Action Sports & Music Festival, Bath & West Showground
2-4 Aug Rotunda Square, Bullring, Birmingham
9-11 Aug Smithy Row, Nottingham
16-18 Aug Exchange Square, Manchester Arndale
24-26 Aug Westfield London