Agencies: Account wins

Toy manufacturer Hasbro has appointed i2i Marketing to mastermind an experiential campaign for its Nerf Dart Tag game.

Throughout the summer a roaming 'Nerf Crew' will travel the nation in a branded vehicle, challenging children to use Dart Tag blasters to fire at targets inside a branded gazebo. The campaign had an initial run over Easter but will kick off its summer tour on 24 July, visiting tourist attractions, theme parks, seaside resorts and city centres before finishing in Bath on 31 August.

Experiential specialist ID has been employed by Britvic to manage experiential and sampling activity for the brand's soft-drinks portfolio. The agency won the account following an extensive three-month process managed by Britvic's procurement department. "We are really looking forward to working with some of Britvic's key brands," said ID client services director Nicola Jordan. The first event took place last month.

Kent-based shopping and leisure destination Bluewater has taken on Out of the Blue Communications as its experiential and event marketing agency. The company will create fashion events and experiences unique to the centre, and deliver original, brand-owned content for amplification through the line. The first brand experience will take place in May. Bluewater has more than 330 stores, including retailers such as John Lewis and House of Fraser.

Agency RPM has won two contracts for its Smart City Dressing (SCD) temporary branding service. Leeds City Council has embarked on a project with the aim of becoming the first city to run a comprehensive city-dressing scheme, while Sunderland will be making over its seafront this summer with a display of SCD banners. The service specialises in the transformation of public spaces using tools such as fabric banners, water, light and floral decorations.

The Electrical Safety Council has appointed Event Marketing Solutions to run its consumer roadshow highlighting the dangers of electricity in the home. The project will involve a complete refit of the charity's roadshow vehicle to include mock-ups of a kitchen and a student's bedroom. The tour will visit county shows and UK town and city centres from May to August.


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