‘Storymakers’ is an interactive microsite where parents and children can create interactive stories featuring the toy they find inside their Kinder Surprise.

Once a parent has registered children find the toy that was inside their egg, name it, and choose the adventures it has. They can choose a setting, what the toy does and who it interacts with along the way. The platform also flexes to suit the child’s age, with simpler stories for 3-5 year olds and more in-depth narratives for 6-8 year olds. Once they’ve finished creating the story it can be read it back, downloaded and shared online. A promotion offered lucky winners the opportunity to win a hardback copy of their personalised storybook. The microsite was promoted on 30,000,000 kinder eggs, on secondary packaging, on TV, via email and digital advertising.

Implementation:

Storymakers.com was implemented to allow children to use their imaginations. It was the best platform to allow co-creation. The enduring online experience was the ideal environment to interact with the brand and increase the perceived value of it.

Placement:

Storymakers started as a digital idea, but the placement and positioning of “Treat for the Imagination” meant it was made even more effective across channels:

- TV tag to communicate to a mass audience

- In-store and retail environment to drive eggs off the shelves

- Digital advertising to drive traffic to the site

- Partnerships and peer recommendations from Mumsnet and MummyPages

Timeline:

9th March – 10th May

Scale:

Strategy & Creative: £350,000

Media Support: £900,000

Total: £1,250,000

Website Traffic achieved 85,106 unique.

Books created 30,328.

Promotion Entries achieved 8,735 unique

Partnership Impressions achieved 22,121,286

Display Impressions achieved 20,799,259

Kinder brand association with “Treat for the Imagination” increased from 56% to 66% over the campaign period (Millward Brown)