Dive Brief:
- Slinky, the 75-year-old walking spring toy marketed by Just Play, is making its social media debut with a campaign seeking a new jingle, according to a news release.
- The effort, Slinky's first with agency Red Tettemer O'Connell + Partners (RTO+P), is running across TikTok and Instagram and employs a mix of influencer marketing and word-of-mouth tactics. Thirty-second video ads showcase archival footage of Slinky's jingle TV ads from 50 years ago intercut with adults playing with the toy today.
- The spots direct viewers to a SoundCloud page featuring assets of the jingle that they can remix into their own tune and post online with the hashtag #SlinkyRemix and a mention of the @original_slinky handle. Select fans will receive a pack of Slinky gear, while a single winner will see their jingle played in a national advertising campaign.
Dive Insight:
Slinky is making the jump to digital and social media with a marketing push centered on crowdsourcing a new jingle. The Just Play legacy brand is betting that consumers will have nostalgia for its past advertisements, including the black-and-white TV spots that play a central role in the #SlinkyRemix videos on Instagram and TikTok.
"Our goal here was to interweave old and new, coupling vintage footage from new creators and an old favorite song with a new sound to remind those young and old that this toy is back and better than ever," said Steve Red, president and co-chief creative officer at RTO+P, in a press...
Read Full Story: https://www.marketingdive.com/news/slinky-makes-social-media-debut-with-search-for-new-jingle/605766/
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