Over the weekend (27-28 June 2020), Mattel launched an innovative digital campaign for UNO, celebrating all the different types of player and highlighting four fun UNO player personalities.
The #unowhoyouare campaign is an ambitious social-first piece that will run across TikTok, harnessing the power of the platform’s popularity, which has skyrocketed in 2020.
Having identified four different types of UNO players – Victory Dancers, Dodgy Dealers, Sore Losers, and Make Your Own Rules – millennial and Gen Z influencers, and real people across TikTok and Instagram, have come together to celebrate this much-loved game and create content to show all of the different gameplay reactions.
#unowhoyouare is a tribute to the genuine reactions, crazy rules and fun forfeits that make UNO so much fun to play and customise! The campaign taps into the rise in popularity of games during lockdown, as a way to bring people together.
The campaign launches a hero video and a digital plan, featuring real people and influencers, who have filmed reaction shots for a campaign video created by KidsKnowBest. Bringing together TikTok talents OTB, Fleur, Kyran and Lily Rose, the campaign also includes bespoke content from social media comedian Arron Crascall, who has eight million followers across Instagram and TikTok.
Lockdown has seen a renewed interest in gameplay, rivalling the Christmas period, which is traditionally the category’s strongest time of year. UNO is enjoying a phenomenal 2020, with POS sales up by 116 per cent YTD (NPD May 2020) and a spot at number-16 in the Total Toys Market.
The campaign will be promoted with a full digital media campaign, across Facebook, Instagram and TikTok.
Watch the campaign video here:
And see below for some of the great content that has already been created and shared on TikTok and Instagram, as part of the #unowhoyouare campaign.