Boutique PR agency Twiga Communications recently launched the new boardgame Rummikub with a Twist, to the South African market.
Rummikub has been around for decades and many consumers know about it. To launch the latest version of the game, the team at Twiga Communications had to create a strategy that not only impressed consumers who were already regular players of the game, but would convince those who have always wanted to play and also inform and educate those who have never heard of it.
Coupled to this is the fact that there are numerous boardgames available, so the campaign had to make the game so desirable that it would be chosen over the myriad others.
Franco D’Onofiro, MD: Twiga Communications says, “One of the key elements of the game is a Joker; and part of the campaign was to make him come alive, make him tangible, and in so doing bring the game to life.”
The strategy included traditional PR as well as a social media campaign that brought some of the country’s key influencers across various interests and target groups into the mix.
The launch event was held at one of Johannesburg’s hippest restaurants – The Artisan in Greenside. influencers played the game and clever, quirky twists, in line with the brand’s style and tone, were incorporated into the evenings proceedings.
“We incorporated a real live joker in the form of Napsta – a well-known personality on the comedy circuit – into the evenings proceedings. He was the ideal fit with the brand, the influencers and the end user. The result was a terrific noise on the social media airwaves and a significant spot on the trending grid,” says D’Onofrio.
The role of PR has changed significantly and continues to change and adapt to the new and varied ways that consumers assimilate information.
“Over the past few years, we’ve seen a seismic shift in the way new products are launched. I’ve witnessed the merging of very powerful traditional PR with very powerful social media influence. In some ways the launching of new products has become easier – and in other ways a lot more challenging. This said, the challenge is a silver lining in that it pushes creativity and as such ensures that campaigns are streamlined, highly targeted and results driven.”
“The process of launching new products has changed and is still changing. For information to reach the right consumer, the messaging needs to be seeded with the right influencers, bloggers and journalists. As an agency that drives influence amongst consumers via very tactical and strategic PR campaigns, we thrive on getting this right,” concludes D’Onofrio.
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