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Toys R Us plays into frenzy surrounding popular toy with chat on Twitter

imToys R Us is stirring up the frenzy surrounding one of the most popular toys this holiday season with a interactive chat on Twitter featuring Q&As, giveaways, trivia and funny pictures. 

While the holidays are known for a time during which parents flock to toy stores attempting to get the top items on their children?s wish lists, Toys R Us is at the center of it all, bringing in a larger portion of its revenue during this sector. This year the Zoomer Kitty is one of the most wanted toys and the retailer is hoping to promote its release through a series of interactive and unique content on social media in a partnership with the manufacturer, Spin Master. 

"The later these efforts begin, the harder it is to get noticed by distracted consumers," Jeff Hasen, co-founder of Gotta Mobilize, Seattle. "We are closing in on the too-late time, especially when a significant portion of the buying public make holiday purchases before Halloween. 

Twitter importance

Spin Master first launched a stream on Periscope showing behind the scenes of the chat including cat-themed cupcakes, costumes and a look at the studio for a photo shoot of the products. Through the day Toys R Us and Spin Master shared pictures of the toy cats with various clothing and in different poses, requesting fans to caption the photos for a chance to win one of the Zoomer Kitties. 

Toys R Us also shared a multitude of user-generated content with parents discussing the toy and their children?s excitement for it. Fans were able to get in on the conversation with the hashtag #ZoomerKittyChat. 


The toy retailer also shared trivia questions for readers to guess such as what is the technology that powers the toy. Users shared their guesses and Toys R Us announced answers ten minutes following. 

Toys R Us holiday campaign
Toys R Us also ramped up for the high-traffic winter shopping period by introducing its marketing campaign, which places mobile at the forefront via exclusive content on the brand?s social media channels and playlists on YouTube featuring behind-the-scenes content (see more). 

The retailer also rolled out branded geofilters on Snapchat for the first time, pointing to the bigger role that in-store mobile engagement will play during the 2015 holiday shopping season (see more). 

"A social campaign will be most effective if it is supported by other media, driving attention to the conversation," Mr. Hasen said. 

Final take
Brielle Jaekel is editorial assistant at Mobile Marketer