Tiger's HitClips Rings McD, Fox for $10M Blitz

Brandweek, July 31, 2000 by Todd Wasserman

Tiger Electronics is launching its HitClips line of digital audio devices backed by a new campaign and $10 million in promotional activity over six months tied to McDonald's, Disney Radio, Fox Kids and Oscar Mayer's Lunchables.

Amid the current frenzy for downloadable music, Tiger's devices--a HitClips Micro Player and Rockin' Micro Boombox that's smaller than a trading card, and an alarm clock--use micro clips the size of a thumbnail that can hold 60 seconds of music. In the fourth quarter, Tiger will introduce a Yahoo-branded Downloader that holds 2 to 4.5 minutes of music.

Promo tacks representing the Hasbro unit's "largest" push, per vp-promotions Marc Rosenberg, begin this week during McDonald's "Summer Music Event" with 'NSync and Britney Spears. Customers can get one of two HitClips players at $3 off with any food purchase. Ads from Leo Burnett, Chicago, support.

A national HitClips TV campaign hits in mid-August from Posnick & Kolker, New York. Next, a promo running Oct. 2-14 with Fox Kids dangles a grand prize of backstage passes to a Dream Street concert; second prize is 250 HitClips sets (with Boombox, Micro Player and Downloader). Fox properties from TV channels, Totally Fox Kids magazine and Fox Radio Show, all support.

Tiger will also sponsor Radio Disney's top 30 countdown for the rest of the year.

The Lunchables "Rock Your Block" instant-win effort runs October-January on 50 million Lunchables packs. Grand prize:A Dream Street concert at the winner's school. Lesser prizes include HitClips prize packs.