Asmodee turns to TikTok for Dobble brand campaign

Published on: 13th August 2020

The campaigns will see some of the platform’s most followed users test their skills of speedy observation. 

#dobblechallengeAsmodee is bringing the UK’s No.1-selling game, Dobble, to TikTok, as stars of the popular social app take part in two new brand campaigns. Dobble ranked as the UK’s best-selling game for the second year in a row, according to NPD’s full year 2019 data.

The first is the #DobbleChallenge, in which some of the platform’s most followed users – including Mr Tov, Kaygon Elliot, Fleur Roberts and Dani Speaks – will play the game of speedy observation. The influencers will race to match Dobble cards to the beat of a music track, building up a streak of matches against the clock, while encouraging their followers to do the same using the hashtag #DobbleChallenge, giving a viral spin to the quick-playing card game.

Asmodee is also partnering with TikTok influencers including Abi Clarke Comedy and OTB for an Intense Games Night. Video skits using a selection of the company’s best-known games will be created and published, raising brand awareness with fans and driving sales.

“We’ve seen the growth in the number of users and the general visibility of TikTok since lockdown began, so we’ve partnered with Playtime PR and FanBytes to explore the potential of the platform,” said Ben Hogg, Asmodee’s marketing manager. “For us, it is an exciting way to reach new audiences using highly entertaining and memorable content that encourages other users to get involved. The content looks fantastic and really shows viewers the fun they could have with Dobble.”

In the June release of NPD data, Asmodee was named the 7th highest toy manufacturer year-to-date by value, with the highest growth of any company above it, up +37%. According to NPD, Dobble is in the 10th best-selling item in the toy market by value in 2020.


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