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Inside Hasbro's Content Strategy

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TINA WALSH DIRECTOR DIGITAL MARKETING HASBRO @tinawalsh_


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More than 275M games sold Available in 111 countries, 43 languages More than 1B games played Created in 1935 on a kitchen table


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In 2013 we put the TOKENS ON TRIAL and it revolutionized the Monopoly brand


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TICIPATION OTING & PAR V


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OWERHOUSE CONTENT P Partner Press


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RELEVANCE ATING NEWS & CRE MARKETING WITHOUT MARKETING


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RESULTS Global Cats and Dogs Firsts There are 194 total known countries in the world 185 countries voted! The Cat received 31% of the vote First ever global and socially based promotion The Dog received 29% of the vote Quantifiable sales results


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EW GAME A WHOLE N Year 2: Fans wrote the rules! Year 3: Fans decided the entire game! THREE YEARS OF AUTHORSHIP


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A WHOLE NEW STOR Y


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SUMMARY Start with an insight Turn it into a narrative Enroll fans to create & share Brandedexperiences Be clear- tell fans what you want them to do Platforms are agnostic. Use many/all to scale personal 1:1 attention to all fans Be engaging- focus on 2 way communication


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THANK YOU!!! Tina Walsh @TinaWalsh_


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