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Objective


Increase retail sales at nearby stores when a live Barney show would play in the area.

Campaign Details


HIT Entertainment teamed with Toys “Я” Us stores to promote a 30-city tour of “Barney’s Colorful World.” Prior to each show, participating Toys “Я” Us stores made over the front section of the store in full Barney regalia, including flyers, window posters, standee characters, basket stand flyers and bag stuffers promoting an interactive “Chat With Me” event. Within two weeks of the event, show attendees could return to the store to arrange a free phone call and message from Barney

Results


Hoping for a three-percent response rate, Toys “Я” Us reported an 18-percent rate of redeemed “Chat With Me” cards. The chain extended the program through year end.