To create a cross platform promotion to increase awareness of the brand new Hasbro Cuponk game.
In 2010, Hasbro, Inc. created Cuponk, a brand new, innovative game aimed at 7 to 12 year old boys. Hasbro wanted to create an online fan base on the Cartoon Network website for the product by using online gaming coupled with competitions to drive consumers to buy the product, without loosing the consumers interest in using the site as a way of being informed of upcoming ventures. Cuponk was to be branded as a cool and edgy product, and this needed to be reflected in the style of the creative.
The main objective of the promotion was to promote product awareness within the Hasbro brand. The promotion needed to involve a component where kids could upload tricks to a microsite, using the Cuponk product. A key driver of the promotion was to 'drive to buy' and make Cuponk the summer essential game. Consumers were encouraged to both play the game online as well as buy the product.
The campaign wanted to create a driving force which persuaded the consumer to both play and explore the product online as well as physically buy Cuponk. A webdrive spot was created which introduced the main product and the accessories that are in pack to help to create cool tricks. The spots pushed kids online to our bespoke microsite where they could upload their trick to our gallery to win prizes or, for kids not in possession of a Cuponk, there was the option to enter our online 'Beat the Bounce' Game.
Cuponk received over 132,000 page views, and over 37,500 game plays in less than two months, proving to be a huge success with its target market. Gamers were spending an average of seven minutes on the site, and the 'Trick of the Week' section received over 600 votes in two weeks. It was advertised on Cartoon Network, CNToo and Boomerang, and a permanent banner featured on the 'Check it Out' page throughout the promotion on the CN homepage.
The teaming of Hasbro with Cartoon Network, CNToo and Boomerang channels and online with Cartoon Network helped to promote brand awareness to different sections of the target audience which used either or both television or the internet as a way to connect with products, helping the product to reach a wider audience. Children were encouraged to upload and create their own video's which ensured a better connection with the product. The response to Hasbro diversifying to new areas proved incredibly strong, and association with the brand has become very popular and exciting.