Mattel - Apptivity

How do you create a launch event which builds high engagement with the product?

In support of their new cross-over brand, Apptivity, Mattel wanted to create a UK launch event for consumers and the trade that would deliver awareness and engagement.

We built a 15ft iPad in the middle of Westfield Shopping Centre, where the technology mapped the consumer - who was then transformed into the physical toy on the screen.

Throughout the two day event, we had over 1000 children 'become the toy' and the press coverage just kept on coming.