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In response to Hasbro's declining market share in the traditional toys market, the Hasbro Advertising team at McGill University conceptualized a new marketing campaign to re-insert the nostalgia and fun that is--quintessentially--Hasbro. NOTE: This is not the complete PowerPoint of our project; it is merely a little taste of our extensive project PowerPoint designed by Marissa Lee
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INSTRUCTIONS: 1) Learn the OBJECTIVE and TARGET MARKET
2) Understand the mediums
3) Don’t pvr through the commercial
4) Monkey around with guerilla advertising
5) Get in the game with In-Game Marketing
6) Be active with interactive marketing
7) Reverse gender stereotypes with public relations
8) Crunch some financial numbers
THE mediums
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THE CREATIVE
Guerilla Ads
increasing brand awareness And
engaging
The target audience
tHREE DIMENSIONAL billboards
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PURPOSE: Garner Attention
Transit media
PRODUCT PLACEMENT
The Concept
• The city is the game board
• The people are the game pieces
• Scan for your next move
Experiential Marketing
ONE MONTH BUILD UP FOR HYPE
TWO WEEK RUN TIME IN
THE MONTH OF JULY
INTEGRATED WITH SOCIAL MEDIA:
#MONOPOLYMTL
COMMUNITY CHEST & CHANCE = PRIZES AND GIVEAWAYS
INCREASE BRAND AWARENESS AND DRAW PLAYERS TO
HASBRO GAME NIGHT FACEBOOK PAGE PRIOR
TO THE HOLIDAY SEASON
66% of youth felt pressure to
conform
31% of boys felt a
women's most important
role is to cook
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Source: Euromonitor International. (2012). Hasbro inc. in toys and games (world). Retrieved March
30,2013 from Passport GMID.
TV 21%
Online ads 20%
PR 8%
Monopoly Event 32%
Web Design 3%
Billboards and Guerilla ads
16%
Viral Media Brand
Awareness
Distinctive Campaign
Network Externalities
Before we Say
Good-bye...
Thank you! Any
Questions?
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