RPM campaigns promote Hasbro Christmas gifts

A RPM product story

Edited by the Marketingweek Marketplace editorial team Oct 16, 2009

RPM has been appointed to create two campaigns for Hasbro, which will see digital and experiential teams generate interest for the Cranium board game and Bop It in the run up to Christmas 2009.

Cranium is aimed at 21-40-year-old women who value friends and family.

The agency has been tasked with placing the board game into the target audience's hands in the home environment.

For seven weeks from 16 October, RPM will be using word-of-mouth and online initiatives to reach players in their homes.

The campaign will use online direct mail to encourage gaming fans to get involved in a number of activities, including 'discovering their Cranium DNA' and to form their perfect 'Cranium Dream Team'.

Game fans can then register their dream team for the chance to win a Cranium Party Night gift pack for the first 1,000 entrants.

RPM will also harness the online influence of a number of social networking sites to build relationships with the target audience and run weekly competitions encouraging user-generated content.

To encourage players to upload footage of their own Cranium Party Night, the winning team will be offered a getaway prize to the destination of their choice from Paris, Burgundy, Barcelona or Rome.

This activity follows RPM's recent experiential campaign to drive awareness of the Bop It game by engaging face-to-face with the target audience, placing the product directly into their hands.

A Bop It champion took to the streets and campuses of six major university towns across the UK (Newcastle, Manchester, Birmingham, London, Cardiff, and Bournemouth), accompanied by the Bop It assistant sporting a retro promotional sandwich board, challenging students to 'Beat the Champ'.

The lucky champs won GBP5 cash prizes or gold medals for the under 16s.

Activity took place from 21 September until 3 October.