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Paul Frank bolsters brand recognition via mobile game

June 21, 2011

Paul Frank is letting consumers interact with the brand and its mascot Julius through an interactive mobile game.

The Paul Frank Magic Balloon application is available for iPhone devices. Consumers can download the game for $0.99 in Apple’s App Store.

“Our digital strategy for Paul Frank is to strengthen the discoverability of the brand by deepening our online engagement with new and enhanced digital experiences and activities,” said Elie Dekel, president of Saban Brands.

“With this approach we will offer digital products, social media campaigns and virtual goods that maximize exposure by growing presence on multiple platforms,” he said.

Paul Frank merchandise includes apparel, accessories, books, stationery, eyewear, home décor and bicycles.

Saban provides full-service management, marketing, promotion and strategic business development for its intellectual properties, including comprehensive strategies unique to each brand.

Game interaction
The Magic Balloon app lets consumers interact with Paul Frank characters while on the go.

Users can use the accelerometer to tilt and vertically scroll while playing the game.

Paul Frank believes that the Magic Balloon game is the first mobile game that allows connectivity between its characters and fans.

“Mobile is one of the pillars of our overall strategy,” Mr. Dekel said. “It is a great way to allow consumers to interact with our brands through casual game play.

“It’s a very fast way to grab their attention while also keeping Paul Frank top of mind – these devices are right in their pockets, in their handbags and backpacks and we want to offer them something fun at every moment we can,” he said.

Future projects
The company is looking to continue releasing mobile games for Paul Frank.

“On the heels of Magic Balloon is Go Julius Go, a side-scrolling food adventure where the player helps Julius satisfy his appetite as they navigate him through the building tops of San Francisco, Paris and Shanghai,” Mr. Dekel said.

“We are engaging consumers by exposing them to our characters in a new way. Today, they recognize Julius, they see him everywhere,” he said.

“Now we want our consumers to know him and his friends by interacting with them in a new, delightful and fun way.”

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Rimma Kats is associate editor on Mobile Commerce Daily and Mobile Marketer. Reach her at

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