ITV Studios marked new episodes of kids’ animation with event including live wrestling, gaming and toy demos.
ITV Studios recently marked new episodes of Robozuna, its futuristic kids’ animation on CITV, with an exclusive influencer event featuring live wrestling, gaming and toy demos.
The ‘Robozuna Rumble’ was conceived and delivered by Highlight PR, extending the agency’s recent PR and influencer activity for ITV Studios into experiential.
Over 100 parenting influencers and their kids, YouTubers Beau’s Toy Farm and Toys Fun Fam, plus the show’s voiceover stars, attended the event at one of London’s most iconic wrestling locations, The Bedford, during February half-term.
Inside the ring, professional wrestlers dressed as Robozuna characters with giant replica weapons battled it out, as kids and parents cheered and waved giant foam fingers.
Mangle the robot – an eight-foot costume character provided by Rainbow Productions – presided over all the entertainment. CITV’s Scrambled! filmed the event for broadcast later this month.
After the wrestling, guests could explore three different zones within the venue to play with the toy range including action figures and play-sets, play the new Robozuna Roblox game, or pose for photos with Mangle, the wrestlers and the voiceover cast.
The event has so far generated more than 240 pieces of digital content and over 800k views across YouTube, Instagram, TikTok, Facebook, Twitter and blog posts. The event’s official videographers captured a 90-second video and social media cut-downs, for organic and paid distribution.
“Highlight’s brief was to create an experiential event to bring the show to life and drive tune-in and brand awareness,” said evp Steve Green. “The event was hugely successful, generating a burst of rich content which drove an impressive 19.3% share of boys aged 4-9 years watching the launch. Robozuna continues to be one of CITV’s most successful series.”
Alison Vellacott, director at Highlight PR, added: “The Robozuna Rumble was the perfect platform to showcase our creative storytelling, experiential and influencer partnership skills. It was also a lot of fun to manage.”