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Comms agency Gun creates and markets Pictionaussie – local edition of Pictionary

Pictionaussie mumbrellaPR and digital agency Gun is behind the creation and marketing of Pictionaussie, an Australianised edition of the Mattel game Pictionary.

The agency has been working on the Pictionaussie project for two years including developing the brand, packaging and content; arranging production; and the marketing campaign which is now launching. The game features 500 Australian words, phrases, objects and icons which players are challenged to sketch while team mates guess their meaning.

The marketing campaign will focus on social media and PR.  

A Pictionaussie Facebook page offers users the opportunity to play the game online, while the activity is supported by a YouTube channel and Twitter profile celebrating Aussie colloquialisms.

The campaign is build around promoting July 25 as the day to hold a Christmas in July celebration and celebrate it as Australia Day in July by playing the game.

Gun director Sarah Sproule said the reason for the social media emphasis was because the target demographic was 18-40. She added: “Half of the sketch terms in the game have some form of presence on Facebook  – associated fan sites/groups/etc –  which meant social was the obvious medium.”

She added: “The entire game has been developed with PR in mind, from the content: who & what made the cutand who didn’t, to the quirky Aussie brand name.”

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