Bitzee Launch

An innovative toy needed an innovative launch campaign.

The goal was to make Bitzee the most talked about toy by being everywhere. Fuel a fandom with ubiquity. Bitzee are digital pets that you can really touch, so we knew we had to get the product in people’s hands. Feeling is believing.

We came out of the gate hot with heavy PR to generate early buzz and get people asking, “what’s in the box?” Our stories on Gizmodo, PopSugar and Trendhunter achieved over 857M impressions and ignited heavy interest going into our debut at VidCon.

Our award-winning booth featured a wraparound video wall at the top that depicted the pod lid opening to reveal cute Bitzee characters coming to life.

Over 100 content creators visited our booth – including Zach King, Zhong and Ariana Lee – to play a virtual piñata game to win prizes. Social media views for #bitzee hit over 3M during the week of the event.

We also filmed a second commercial inside the booth for immediate flighting post VidCon.

This let us test and rotate between different creative on linear TV and pre-roll.

Early reads pointed to growing affinity for the Bitzee characters. We wanted to tell more of their stories! So, we created 15 fully animated character-focused pieces for digital pre-roll.

Following VidCon, we collaborated with 75 Gen-Z content creators – including Pokimane, Erika Titus and Steven Morea – as well as six macro kid and family YouTube creators – headlined by Like Nastya – to continue growing interest into the holiday season.

To generate more engagement on social media, we even made limited edition gold Bitzee pods.

We capped off the campaign with a sponsored appearance on Good Morning America’s Holiday Shopping segment on November 22nd, right before Black Friday.