The name of the game

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Hasbro’s board games are world-renowned and vital to the company’s success. It felt it was crucial to preserve this status by increasing interest within its main target audience – kids.
In today’s world, however, this is a big challenge as the ever-increasing usage of games consoles and the internet has relegated board games to the cupboard.
But research showed that gameplay itself is alive and well; that the first few minutes of a board game are crucial for kindling excitement and enjoyment. It stressed the importance of “trial” – something board games aren’t suited to, being wrapped in plastic and stacked on shop shelves with only cover art to hint at the fun within. 
Hasbro’s media solution was an online board games playground, using the internet to set the fun free from the box and allow kids to sample its games. Game.com engaged visitors with the central ideas behind each of Hasbro’s games and provided the crucial first few minutes of play – enough of a taste to excite, but not so much to satiate.
The site was designed to be as fun and “sticky” as possible, with new games constantly added to keep content fresh and flaunt Hasbro’s portfolio. Players received “gold coins” for each game they played that could be used to unlock the “Secret Zone” for bonus content, while a “Wishlist” area enabled them to highlight their favourite games with direct links to retailers, for the benefit of lucky parents. Kids were invited to Game.com through tagged product TV ads and bespoke online activity across key web properties.
The campaign performed fantastically for Hasbro, delivering more than 750,000 unique visitors and around £1m in equivalent kids TV value. It has since become a permanent feature of Hasbro’s marketing plan.

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