The Jumbo Group has announced plans for the launch campaign for its new Hitster game, with the company using its newly-bolstered marketing team planning to drive demand “from the very outset”.
And its marketing won’t end with Hitster, which is launching in the UK and Ireland after smashing its way to success in mainland Europe, as the company is also planning what it said was “a huge rise in marketing investment” for the fourth quarter.
Hitster is a music card game that covers a century of hits and gets players to listen to them and place them in chronological order.
The launch campaign has included enlisting influencers and celebrities for an experiential element, with demonstrations at music festivals and the likes. It also includes digital advertising, with heavyweight presence across the likes of YouTube and TikTok, alongside an “always-on” Meta strand.
“We’re cranking up the volume on our brand campaigns, and it’s an exciting time for Jumbo Group in the UK! Hitster has already taken Europe by storm, and we’re ready to make waves in the UK
Head of marketing Katherine Mooney
It’s not just Hitster though, as Jumbo has promised a “whirlwind of marketing activity across our brands”, including a major investment in Galt Toys and a particular focus on its Wasjigpuzzles.
Jumbodiset and James Galt & Co merged just over four years ago and a dedicated marketing team has now been established within Jumbo Group under the stewardship of James Galt & Co general manager Jacqueline Taylor Foo. Katherine Mooney is head of marketing, with Hannah Preston as social media manager and Jonathan Hartley working on ecommerce. The company further noted: “The team will be working together to accelerate the firm’s marketing, with exciting plans for the final quarter, and substantial investment committed to its brand campaigns.”
Head of marketing Mooney said: “We’re cranking up the volume on our brand campaigns, and it’s an exciting time for Jumbo Group in the UK! Hitster has already taken Europe by storm, and we’re ready to make waves in the UK. Our investment in this launch is a testament to our confidence, we’re not just aiming for buzz – we want Hitster to be the talk of the town. Our campaign is geared to deliver impressive reach, captivating audiences across all platforms and driving both buzz and demand.”
