Campaign of the month: Hasbro

Hasbro Family Game Night launches in the UK and Ireland on September 14th with an intensive five week launch plan...
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The five-week period between back to school and October half-term break is looked upon as the perfect window to speak directly to families looking for ways to spend more quality time together.

It has also been well recognised that board games purchases are happening later and later every year and the campaign is designed to bring that initial games purchase forward, allowing for the secondary purchase at Christmas.

Craig Wilkins, senior brand manager says: “We really want to create an occasion for families to get together weekly and play board games. We have fantastic well-known games that families have grown up with and with cost effective ways to socialise now increasingly popular, the opportunity for the for the games category in general is really exciting.”

Promotions
Hasbro has partnered up with Pizza Hut. Families that purchase one of the featured games are eligible for two for one pizza every week for the rest of 2009.

Games featured include Monopoly Championship; Pictureka; Cluedo; Guesstures; Cranium Family; Jenga; Operation and Connect 4x4.

Once families have purchased one of the games within the campaign period, they send a leaflet with their details to HFGN where they will be sent in return a co-branded booklet containing a voucher for every week until December 31st.

Marketing activity
The campaign will receive over £500,000 of investment over the five-week period. TV advertising will be the core focus of the campaign with 200 Mum’s TVR’s throughout the five weeks. The advert will bring to life the great moments that we all enjoy about board games and will feature classic like Cluedo and Monopoly as well as the huge success of 2008 that was Pictureka.

The online campaign will directly target mums with over 3,000,000 impressions and will click through to www.familygamenight.co.uk where families can pick up tips on how to hold their own family game nights as well as interactive games and product features.

This will be Hasbro’s largest PR campaign in 2009 with events planned throughout the five week period and a famous face heading up the campaign to give it real exposure across all forms of media.

The in-store execution will also be exceptional with a front window display in over 550 retailers. 200 pallets and over 1,000 FSDU’s will be in store for the launch of the campaign.

To continue the launch, Digital Gaming partner EA games will also be launching HFGN 2 on all digital platforms in November including TV support.

All of Hasbro games POS will feature the HFGN logo as will all TV advertisements. The campaign was launched in 2008 in the US and Canada and both markets saw uplift across the category for the promotional period which continued through until Christmas.

Plans are already in final discussions for spring/summer 2010 with new promotional partners looking to come on board.

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