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Social Media Mattel HIT Entertainment

Fireman Sam moves into digital space with reinvigorated social identity


By Jessica Goodfellow, Media Reporter

April 2, 2016 | 3 min read

Fireman Sam has been given a makeover by Social Life that has seen the social media agency partner with Mattel and HIT Entertainment to bring the children’s TV character into the digital space.

Social Life has partnered with HIT Entertainment, a subsidiary of toy giant Mattel Inc, to give Fireman Sam a reinvigorated social identity, with the aim of encouraging viewers of the show to interact with the character online.

The agency has created a dynamic new look and feel across all of Fireman Sam’s local Facebook pages to highlight the character’s position as a safety ambassador. To do this the agency has created rich multi-media content including GIFs, creative games and art challenges to deliver messages around safety, rescue, heroism, teamwork and community.

Social Life is managing Fireman Sam’s Facebook pages across nine territories - the UK, US, Australia, New Zealand, France, Italy, Germany, Spain and Poland.

Fireman Sam has been running for 29 years.

Deborah Walker, assistant brand manager for Fireman Sam at Mattel, said: “Fireman Sam continues to grow stronger each year. We want to support the brand with a unique and engaging social strategy across the world,”

“Social Life is bringing a new energy to Fireman Sam with a series of truly creative social assets that show an understanding of the brand and its universal appeal. Sam’s fans are very active, and our emphasis on engaging content means his new social presence is being incredibly well received.”

Alistair Parrington, co-founder of Social Life, “Fireman Sam has a big social audience - almost 225,000 fans on Facebook alone.”

“The games allow families to play together while learning life lessons. Being locally relevant in each market is also crucial to encourage engagement with the brand.”

Social Media Mattel HIT Entertainment

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