Digital pet app Animin is to be supported by a £300,000 marketing campaign when it comes to stores this November.
This marketing push will be across a variety of platforms, including online, print, TV and social media.
Generation Media will be handling media buying, while Bastion will be sorting out PR and Figure Digital will manage creative work.
Animin is a new type of digital pet. Users purchase cards which when they point their phone camera to feature animated pets. These AR cards are to be sold across the country at supermarkets and specialist games and toys retailers, in addition to online at Amazon.co.uk and the Animin website.
They are to launch this November in the UK with a global launch to follow next year.
“With Animin we are bringing a digital toy into supermarkets and bricks-and-mortar retail in a revolutionary new way,” says Ben Paterson, Animin creative producer.
“We now have considerable budget for our online, print and TV marketing campaign and a mainstream PR push planned in to launch Animin this coming November for the Christmas market.
“We plan to focus a lot of our efforts on YouTube as this is where tweenagers live online, and gather most of their share-able information. Trying to grab a kid’s attention for 20 seconds is not an easy feat these days, so we are working on some very interesting concepts for our creative, which is certainly going to be something to watch out for.
“We plan to establish Animin as a major new IP for the kids and tween markets to be launched globally in 2015, following a successful UK launch.”