Hawkin's Bazaar Uses Viral Marketing to Promote Products

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Hawkin's Bazaar, the cult retailer of bizarre and unusual gifts, has announced it will be using viral marketing and social media to promote its latest range of products.

As a retailer of bizarre and unusual gifts, social media is a natural place for Hawkin's Bazaar.

The first product in the range is Oscar the Chatimal, a cute and furry toy which repeats phrases in a high or low pitched voice. Aimed at children, the toy industry has predicted this will be a big seller, and Hawkin's Bazaar is one of only a handful of companies in the UK to have the toy in stock.

Stephen Rumbelow, Head of E-Commerce at Hawkin's Bazaar said, “As a retailer of bizarre and unusual gifts, social media is a natural place for our brand. Viral marketing allows us to promote the fun nature of the products we have to offer. We're looking forward to Oscar the Chatimal becoming an internet star, and it's a real coup for us to be one of the few retailers in the UK to have him in stock.”

The campaign will take place across several social media channels. Oscar has his own YouTube channel where parodies of famous internet memes can be viewed. These include “Leave Britney Alone”, “Chocolate Rain” and Jeremy Paxman's infamous interview with Michael Howard.

More content will be released across July, including a “Guess the Artist” game where Chatimal sings famous songs, and contestants have to guess the original artist. This will be available across Facebook, where Chatimal will also have his own fan page.

Planning, creative, and social marketing has been handled by MMK Media. Chris Delahunty said, “Hawkins's is a great brand, offering something quirky to the market that other retailers don't have. Producing and seeding viral content is a perfect way for them to compete in the market.”

Chatimal is available now at Hawkin's Bazaar in storesacross the UK, or at http://www.hawkin.com.

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