Beacon Communications and Beacon Media teams developed a two-phased approach starting with a combination of social media and PR outreach which generated coverage with every major regional and national broadcast and digital outlet. A cohesive, paid digital plan that leveraged both kid and adult focused partners took the campaign to the next level. The well crafted marketing mix drove the brand to multiple pre-sale sell outs and a whole new generation of virtual pets being loving cared for by excited Tama fans.