FKE is the creator and host of microsites targeting nine European countries, including the UK (www.foxkids.co.uk/actionman). The deal is part of a digital strategy rethink by Hasbro, which also revamped the Action Man web site (www.actionman. com). Relaunched by digital agency Tribal DDB, the old site carried games but is now more product focused.
"We decided to concentrate on what ActionMan.com does best, which is to convey product details, in the form of an interactive and amusing catalogue," said Mark Foster, European marketing director for Hasbro Europe. "Let the entertainment happen in an entertaining environment, such as Fox Kids."
FKE has designed the micro-sites to integrate with Hasbro's story-based marketing strategy and will launch products and TV ads over the year, following the storyline of Action Man hunting for his nemesis, Dr X.
The sites are updated twice a month with new games and activities, with a total of six new missions over a year.
"The aim is to extend the lifecycle of kids interacting with the product," said Phil Guest, commercial director at FKE. "We've tied the storyline and advertising campaign together and will be updating the site regularly."
_1.jpg)
.jpg)
