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Posts Tagged ‘Hasbro’

Hollywood, Marketing Execs Talk Trends in Branded Entertainment

Madison & Vine BookBrands partnering with entertainment outlets to produce content represent an effective, though selective phenomenon, according to entertainment executives at a recent Creative Week panel in New York. They were there to commemorate the 10-year anniversary of Scott Donaton‘s book, Madison & Vine that spotlighted the trend.

“It was about marketing in an end-user controlled world. It was initially fear-based, that TV viewers would skip ads because of the introduction of TIVO. The thought was that brands could say worthy things that are story-based”, explained Donaton, former editor of Ad Age, and currently global chief content officer at UM Studio.

Key takeaways revolve around the evolution and dynamics involved:

Defining moments of branded entertainment abound, especially BMW Films (aka the gold standard) and BMW videos featuring Daniel Craig as James Bond. The Restaurant TV show also broke new ground. “The show’s thesis was that restaurants were the new theatre”, said Ben Silverman, founder and chairman of Electus. Of course, it’s easy to see that now, but it was rather novel at the time. Among other notable collaborations are American Idol and Coca-Cola, The Biggest Loser and 24-Hour Fitness, and Transformers movie and Hasbro.

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Mediabistro Job Fair

Mediabistro Job FairLand your next big gig! Join us on January 27 at the Altman Building in New York City for an incredible opportunity to meet with hiring managers from the top New York media companies, network with other professionals and industry leaders, and land your next job. Register now!

Shocker: Carnival Cruise Lines Wins Monopoly’s ‘Battle of the Brands’

1393469_10151678047851517_1385101363_n-1If that headline seems like a mistake, we thought so too; especially when you consider that Carnival Cruise Lines, with all of its incredibly bad press of late (“poop cruise,” anyone?) went head-to-head with brands like Coke, Transformers and Electronic Arts in Monopoly‘s recent Facebook contest, “Battle of the Brands.”

Earlier this week, in an effort to promote its new game, the brand-oriented Monopoly Empire, Hasbro created a Facebook “Battle of the Brands” contest for its fans. The winner would be the first brand to rack up 5,000 likes on its #BattleoftheBrands Facebook post. The competing companies included Carnival Cruise Lines, Transformers, Chevrolet, Fender Guitar, Nestlé, Beats by Dre, eBay, X Games, Nerf, Ducati, Electronic Arts, JetBlue, Coca-Cola and Yahoo.

And, incredibly, the brand to come out on top was Carnival.

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Monopoly Bends to the Will of ‘Cat People’

Monopoly Hasbro catFellow cat people and farm girls, rejoice! Hasbro‘s month-long “Save Your Tokencontest concluded at midnight last night and it’s official: Monopoly will replace the classic iron with a new token of the feline variety.

While we’re sorry to see the iron go, we’re more than a little relieved to know that our favorite token is safe – well done, #TeamWheelbarrow! May you continue to transport your dreams of financial conquest across the board via manual labor for decades to come.

For those of you who weren’t following this bit of interactive marketing genius, beginning in early January, Monopoly fans could vote to save their favorite token (and nominate a replacement for whichever classic playing piece would be retired) by visiting Monopoly’s Facebook page. According to vice president of marketing for Hasbro Jonathan Berkowitz, fans from 120 countries, including Djibouti, Kyrgyzstan, Guam and Liechtenstein, voiced their preferences. Even businesses got involved; Zappos created campaigns for the shoe, while Ames True Temper made a series of videos to help save the wheelbarrow (yes!).

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Hasbro to Monopoly Fans: Vote for Your Favorite Token Before It’s Gone!

Hasbro Monopoly tokens If your games of Monopoly are anything like ours, the first heated arguments come long before anyone goes bankrupt after landing on Park Place. Try taking someone’s go-to token and you’re just asking for trouble.

It’s true: We’ve seen full-grown adults absolutely refuse to settle for the thimble instead of the battleship, or the shoe instead of the wheelbarrow.

Now, our irrational loyalty to these tokens is about to be tested; Hasbro has decided to replace one of the eight classic playing pieces with a new one “that’s more representative of today’s Monopoly players”. Possible newcomers include a diamond ring, a guitar, a toy robot, a cat and a helicopter. Which new piece will take its place among board game royalty and which familiar trinket is destined for the Island of Misfit Toys?

Well that’s up to you.

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Gender-Neutral Easy-Bake Oven: Good PR Move?

Hasbro Easy Bake OvenDuring the holiday season, people expect toy giant Hasbro to make headlines. But this usually happens when the company releases a new game or a limited special edition product — not because children are calling out the brand for sexism in familiar toys like the Easy-Bake Oven and Guess Who?

A few months ago, a 6-year-old girl wrote a letter to Hasbro, arguing that Guess Who? is sexist because only five of the 24 characters in the game are female. This inequality makes the choice of a female character less than desireable for kids because it increases their chances of losing the game. The moment a child’s opponent asks, “Is it a girl?” and the answer is “yes”, 19 cards are automatically eliminated and the game is pretty much over.

The little girl, her mother, and their supporters were less than impressed by Hasbro’s response (which basically amounted to “we’ll keep your suggestions in mind for the future.”) So when a second party lobbed a similar complaint against the toy company, they decided to take tangible action.

We’ll explain, but first you need to watch this clip of an adorable young boy/aspiring chef who tells the world once and for all that “boys like to cook too!”

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‘Words With Friends’, ‘Draw Something’ Board Games Aren’t Fooling Anyone

Virtual games based on classic real-world board games have taken the social media world by storm; bored office workers and easily distracted students everywhere play Draw Something (aka Pictionary-on-the-go) and Words With Friends (Scrabble for the attention-span-challenged) obsessively on cell phones and tablets.

Toymaker Hasbro naturally decided to get in on the action by producing tangible, real-world board games based on everyone’s favorite online distractions–which were based on board games in the first place. Confused? So are we.

Anyone notice the right-before-the-holidays release date? The company has even chosen to market these shameless ripoffs as “more social” than their digital versions, since fans can play them at parties with other actual humanoids. But no one seems to be falling for it. Some related Tweets:

Here’s the kicker: the makers of Words with Friends the Board Game are the makers of Scrabble!

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