Mattel launches #unowhoyouare campaign

The digital initiative celebrates every type of UNO player!

Written by Georgie Dobie

Posted 29.06.2020 | Products

Mattel launches #unowhoyouare campaign thumbnail

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. 

TikTok: 

https://vm.tiktok.com/JdmUTrR/
https://www.tiktok.com/@otb
https://www.tiktok.com/@jimbo.h
https://www.tiktok.com/@fleur.roberts
https://www.tiktok.com/@refelicity
https://www.tiktok.com/@kyran__
https://www.tiktok.com/@itslilyrose

Instagram:

https://www.instagram.com/p/CB8S0qTDn5M/
https://www.instagram.com/geenelson/

https://www.instagram.com/fleuroberts/
https://www.instagram.com/elizabethwhibley
https://www.instagram.com/oliverichardson/
https://www.instagram.com/karimnewton_/

Spin Master named League of Legends master toy thumbnail

Spin Master named League of Legends master toy

Licensing agreement with video game giant Riot Games will bring action figures, role-play and more to shelves next AW

John Lewis scraps partner bonus thumbnail

John Lewis scraps partner bonus

Partners will lose out on their annual profit share for the first time since 1953 after the group posts £635m ...

John Lewis scraps partner bonus thumbnail

John Lewis scraps partner bonus

Press Releases

Radio silence broken on Novel Entertainment’s new Horrid Henry podcast thumbnail

Radio silence broken on Novel Entertainment’s new Horrid Henry podcast

The first podcast based on the award-winning Horrid Henry TV series will launch this week under new ‘Horrid Henry Unlocked’ ...

APC Kids signs trio of deals for CTC Media’s Kid-E-Cats thumbnail

APC Kids signs trio of deals for CTC Media’s Kid-E-Cats

New deals sees hit property’s footprint expand in Asia, Latin America and North America

Live the track with the Lego Technic Ducati Panigale V4 R thumbnail

Live the track with the Lego Technic Ducati Panigale V4 R

The Lego Group has revealed its latest Lego Technic model – the Ducati Panigale V4 R

Have a field day with Britains’ New Holland Tractor! thumbnail

Have a field day with Britains’ New Holland Tractor!

Tomy has revealed the latest launch from Britains – a New Holland T8.435 Tractor