Its strategy is to target specific audiences for each of its games through an estimated $30 million national campaign that will use a mix of on-air, on-pack and in-store marketing tools, including a promotion with McDonald's Corp.
"As TV audiences become harder to pin down, we're trying to reach our targets in other ways, and cross-product promotions are proving to be one of our most valuable weapons," said Marc Rosenberg, director of public relations and promotions.
But the fast-growing Vernon Hills, Ill.-based company isn't just going after kids any more: Adults and senior citizens are also on Tiger's target list for products such as its popular new electronic "Wheel of Fortune" and "Jeopardy!" games.
In its first-ever pairing with Kellogg Co., Tiger is promoting the $24.99 "Wheel of Fortune" game on 20 million boxes of Kellogg's Corn Flakes in a promotion coordinated by Garner & Nevins, Atlanta.
Tiger began advertising a full lineup of games for adults and several kids games last week on network and spot TV. Posnick & Kolker, New York, is Tiger's agency for creative; Summit Media, New York, handles media buying.
Next month McDonald's begins a "McWorld" point-of-purchase promotion for an array of Tiger's hand-held toys, as part of its ongoing preteen marketing efforts.
But Tiger's biggest kid-targeted promotion of the year is a contest starting this week on more than 28 million boxes of Oscar Mayer Foods Corp.'s hot-selling Lunchables prepared kids meals.
Each of the nine different Lunchables products offers kids the chance to instantly win one of more than 2,000 Tiger Electronics prizes, plus 20 prizes of chests filled with $500 worth in toys. Davidson Marketing, Chicago, executed the promotion.
This fall, Tiger is also introducing its new line of electronic learning aids for kids, including items licensed from Hasbro's Playskool division. Actress Felicia Rashad is spokeswoman for the Tiger Ed. line in commercials that began airing this week.
Tiger has also tapped sports legends Jimmy Johnson, Tommy Lasorda and Dick Vitale as spokesmen in three different TV spots for its boys line of $49.99 Super Data Blaster electronic organizers. M