To relaunch Mattel’s online store in Europe, we created a social e-commerce strategy targeting 'kidults,' those adults with an inner kid spirit. As kidults ourselves, we knew how hard it is to reconcile adult life and responsibilities with our everlasting desire to play.
As a result of this strategy, we thought: how cool would it be to allow kidults to trade all those 'adult things' for toys on Mattel.com?
From a calendar packed with meetings to tax filings, kidults start trading their 'adult things' for coupons, redeemable for Mattel toys.
While promoting this activation, we realized that one of the most tedious things on the internet can be advertising itself. So, we decided to challenge people to endure truly boring ads featuring the most mundane situations, all just to earn coupons for their favorite toys.
