Home  › Marketing › Retail
bratz-arg-qr-codes

Bratz Uses Augmented Reality for Holiday Doll Push

  |  November 16, 2011   |  Comments

Bratz hopes the codes and an AR game associated with them can make holiday sales sparkle.

Girls and parents shopping for Bratz Masquerade dolls will find their packaging emblazoned with QR codes that lead to a video hyping a 3D interactive makeover. MGA Entertainment, maker of the spunky fashion dolls for girls over six, hopes the codes, and the augmented reality game associated with them, will make holiday sales sparkle.

"After evaluating the research and penetration of mobile devices, especially smartphones, and QR code penetration across our major retailers, it seemed that the timing was right," said Richard Saito, director of digital marketing for MGA.

The toy maker noticed that retailers like Toys R Us and Best Buy have been using QR codes regularly, and the codes are popping up on a wide variety of packaging. "But we didn't see any in toys, so we decided to take the leap and integrate them not only in the product but also in other marketing materials," Saito said.

bratz-arg-qr-codesBratz Masquerade dolls come with two masks, one for the doll and one for the girl, as well as a makeup kit. The masks act as a stencil the girl can use to paint her face or the doll's; she can also hold the mask up to a web cam to trigger an augmented reality game created by Total Immersion. Onscreen, she can digitally paint the mask or her face and then save or print the digital image.

A QR code on the box leads to the online product video, including the complete line of dolls and a tag for the augmented reality game. TV spots and a custom Bratz channel on YouTube also promote the experience.

Since the augmented reality game launched in August, MGA has seen average time spent on the website increase by 1.5 minutes, while bounce rates are down 15 percent. Overall visits have increased over the past couple of months, according to Saito, and he thinks it's a direct result of the campaign.

MGA hasn't tied website visits directly to sales, but Saito says the company does see a correlation between sales of product and online usage. The ROI metric is simple, he says: "That we sell at least twice as much product as the amount we invested."

The augmented reality game is part of a trend in providing better connections between online and offline, according to Dan Schock, Google's retail industry director.

"A couple of years ago, no one knew what they were. This year seems to be the year that marketers are using them to connect the in-store world to the online world," Schock said.

Mobile phones have become personal shopping assistants for consumers, Schock says, and the introduction of QR codes helps people find out even more about products. For example, toy shoppers who use the QR code to find out about the Bratz Masquerade augmented reality game might be more likely to choose the doll.

Meanwhile, according to Google, searches for "Bratz masquerade" have jumped 65 percent since September.

ClickZ Live San Francisco This Year's Premier Digital Marketing Event is #CZLSF
ClickZ Live San Francisco (Aug 11-14) brings together the industry's leading practitioners and marketing strategists to deliver 4 days of educational sessions and training workshops. From Data-Driven Marketing to Social, Mobile, Display, Search and Email, this year's comprehensive agenda will help you maximize your marketing efforts and ROI. Register today!

ABOUT THE AUTHOR

Susan Kuchinskas

Susan Kuchinskas has covered interactive advertising since its invention. The former staff writer for Adweek, Business 2.0, and M-Business covers technology, business and culture from Berkeley, CA.

COMMENTSCommenting policy

comments powered by Disqus

Get the ClickZ Marketing newsletter delivered to you. Subscribe today!

COMMENTS

UPCOMING EVENTS

Featured White Papers

BigDoor: The Marketers Guide to Customer Loyalty

The Marketer's Guide to Customer Loyalty
Customer loyalty is imperative to success, but fostering and maintaining loyalty takes a lot of work. This guide is here to help marketers build, execute, and maintain a successful loyalty initiative.

Marin Software: The Multiplier Effect of Integrating Search & Social Advertising

The Multiplier Effect of Integrating Search & Social Advertising
Latest research reveals 68% higher revenue per conversion for marketers who integrate their search & social advertising. In addition to the research results, this whitepaper also outlines 5 strategies and 15 tactics you can use to better integrate your search and social campaigns.

WEBINARS

    Information currently unavailable

Jobs

    • Internet Marketing Campaign Manager
      Internet Marketing Campaign Manager (Straight North, LLC) - Fort MillWe are looking for a talented Internet Marketing Campaign Manager to join the...
    • Online Marketing Coordinator
      Online Marketing Coordinator (NewMarket Health) - BaltimoreWant to learn marketing from the best minds in the business? NewMarket Health, a subsidiary...
    • Call Center Manager
      Call Center Manager (Common Sense Publishing) - Delray BeachWanted: Dynamic Call Center Manager with a Proven Track Record of Improving Response...