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
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13. THE mediums

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30. THE CREATIVE

33. Guerilla Ads
increasing brand awareness
And
engaging
The target audience

39. tHREE
DIMENSIONAL
billboards

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PURPOSE: Garner Attention
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41. Transit
media

47. PRODUCT PLACEMENT

50. The Concept
Experiential Marketing
• The city is the game board
• The people are the game
pieces
• Scan for your next move

52. 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

53. INCREASE BRAND
AWARENESS AND
DRAW PLAYERS TO
HASBRO GAME NIGHT
FACEBOOK PAGE PRIOR
TO THE HOLIDAY
SEASON

62. 66% of youth felt pressure to
conform
31% of boys felt a
women's most important
role is to cook

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75. Source: Euromonitor International. (2012). Hasbro inc. in toys and games (world). Retrieved March
30,2013 from Passport GMID.

76. Billboards and
Guerilla ads
16%
TV
21%
Web Design
3%
Monopoly Event
32%
Online ads
20%
PR
8%

79. Viral Media
Brand
Awareness
Distinctive
Campaign
Network
Externalities

80. Before we
Say
Good-bye...

81. Thank you!
Any
Questions?