Innovation First, a innovative robotics company, created a roach-like toy to drive student aged kids to a site to learn about science and engineering. To accomplish the goal the site incorporated online gaming, IQ tests and product collecting. The strategy was to challenge users to obtain as many points as possible to become the global leader and be invited to become an official member of the Hand & Stars Society. To enter the site a unique serial number was added to the product packaging that upon registration sent you to the Hand & Stars site. After one year in market the site had 388,342 visits nearing 15,000 daily visitors, 27% bounce rate, 7:46 average time on site and 5.36 average page views per visit.
The HEXBUG Nano was nominated for Specialty Toy of the Year by the Toy Industry Association. The HEXBUG Nano was getting credit as an educational product rather than a gadget largely due to the success of the Hand & Stars website.
Executive Producer l Executive Creative Director l Art Director l Producer
