Hasbro: Bulls-Eye Ball National In-Store Events

Client: Hasbro | Agency: PromoWorks | Role: Creative Director | Award: Top 10 Campaign – PROMO 100

Challenge

Hasbro asked us to create an in-store event to launch their new game, Bulls-Eye Ball nationally in selected mass merchandise and toy stores. Our client had data to support the fact that children who played the games first increased sales. The real challenge was to create an exciting play table that would enable children to play the game, but prevent the game pieces (metal balls) from falling on the floor and creating a safety hazard in the stores.

Strategy / Solution

Create excitement and awareness. Encourage trial by children ages 8 and above. Drive sales. We created an executable, yet economical solution by designing and producing a corrugated demo table with exciting game graphics to convey the brand's message "The Race to Score is ON!" Research and testing by our design team dictated the right ergonomic height for the target audience and incorporated protective plastic shields to keep the metal balls contained within the play space. Additionally, we staffed the event utilizing youthful brand ambassadors that would invite kids to come, play and have fun!

Results

Sales scored high with an overall national average of 313% sales lift on the days of the demos. We met all of the client’s objectives and the success of this first program led to a long-term relationship with Hasbro.