RPM was tasked with placing Cranium into 21-40 year-old women's hands in their home environment.
The campaign uses online direct marketing to encourage gaming fans to get involved in a number of activities including discovering their Cranium DNA and to form their Cranium Dream Team.
Players can then register their team on the site for the chance to win a Cranium Party Night gift pack for the first 1,000 entrants.
In order to recruit players, the campaign utilises social networking sites, including Facebook, to build relationships with the target audience and run weekly competitions encouraging user generated content.
Players will also be encouraged to upload footage of their Cranium Party Nights in a bid to win a holiday to the destination of their choice from Paris, Burgundy, Barcelona or Rome.
Jamie Green, RPM account director commented: “Hasbro’s aim was to get their game into the hands of their target market, and give them the chance to experience the game. Digital was chosen as the medium for the campaign as it allowed us to really target Cranium WOW’s key audience of women aged 21-40.
"The campaign has a number of stages, from the initial email contact, to consumers interacting online through quizzes and competitions, to the cranium party nights in consumers’ home. It’ll be exciting to see how the different elements come together to get people talking about and enjoying the Cranium WOW game in the run up to Christmas.”
This activity follows RPM’s recent experiential campaign to drive awareness of the new Bop It by engaging face-to-face with the target audience placing product directly into their hands.
A Bop It champion took to the streets and campuses of six major university towns across the UK, accompanied by the Bop It assistant, challenging students to ‘Beat the Champ’. The lucky champs won £5 cash prizes or gold medals for the under 16’s.