New work: LeapFrog Mommy Party

Building off the huge success of last year’s inaugural Mommy Party effort to tout the LeapPad, the #1 kid’s learning tablet, and the Tag reading system recommended by teachers, LeapFrog is at it again for the push of the Touch Magic™ educational toy product line. LeapFrog, along with its media partner GSD&M are asking moms to throw a Rock and Learn-themed mommy party to generate awareness through on- and offline social networks and drive purchase of the new Touch Magic line products like the new Touch Magic Rockin’ Guitar and Touch Magic Learning Bus.

Running through September 6, LeapFrog has recruited 250 moms to host parties in their homes, and share their Rock and Learn Mommy Party experience on their blogs and social media networks. They are also encouraged to share videos of kids jamming and learning with the guitar on LeapFrog’s Facebook page for a chance to win a $500 gift certificate.

To find the “momfluencer” participants, GSD&M enlisted the help of BSM, a leader in understanding how to market to moms. Once selected, participants were then sent a party kit with Touch Magic products and information as well as suggestions on how to throw a mommy party and what content to capture.


Agency: GSD&M
Media Director: Sabrina Jordan
Media Supervisor: Marianne Rush
Assistant Media Planner: Michelle Arensman

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