A month-long campaign of events and activations amplified the launch of the new cooperative game
This month saw a raft of events and activations designed to amplify the release of Disney Lorcana TCG Illumineer’s Quest: The Great Hunny Rescue.
With celebrations taking place across the UK in October to celebrate the 100th Anniversary of Winnie The Pooh, awareness was at its peak during the launch of the new cooperative game into the UK.
In the lead up to launch, Pooh Corner at Hartfield was the perfect destination to host an Illumineer’s Quest: The Great Hunny Rescue influencer event and play session where a select group of content creators were immersed in the world of Winnie The Pooh whilst experiencing the new release for the first time.
Packed with themed activities including a trip to the Hundred Acre Wood and a game of Pooh Sticks, the event also celebrated Pooh Corner joining the Ravensburger Play Hub, making the historic shop an official retail partner and play location for Disney Lorcana TCG. On 14 October the team at Pooh Corner included the Enchanted Winnie The Pooh – Hunny Wizard card in its Time Capsule which was buried on the shop’s grounds as a celebration of the 100th Anniversary.
Dedicated casual play events also took place within a host of participating local game stores across the UK to celebrate the launch of Illumineer’s Quest: The Great Hunny Rescue, with special pins as prizes and themed activities taking place across the weekend of release.
To support the game launch, a bank of partner Disney fan and board game influencers were sent the Illumineer’s Quest: The Great Hunny Rescue to test their skills and provide their followers with insights into how to play. With a call-to-action directing people to the Ravensburger Play Hub enabling them to click and shop, content hit across the launch weekend, driving awareness and purchase.
“Illumineer’s Quest is a fantastic co-operative play product that is always hotly anticipated by both our established Disney Lorcana competitive player community and new fans alike,” saidBen Lovell, Disney Lorcana TCG Category and Sales Manager. “Launching in the same month as the 100th Anniversary of Winnie The Pooh proved brilliant timing for us to showcase Illumineers Quest: The Great Hunny Rescue to the fans of such beloved characters. To be immortalised in a Time Capsule by the team at Pooh Corner was a real honour and we were delighted to be a part of the celebration day at the store.”
