Inside Hasbro's Content Strategy - Digiday Content Marketing Summit, Half Moon Bay, CA - 8/3/15

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Digiday

Tina Walsh's presentation from the Digiday Content Marketing Summit in Half Moon Bay, CA - August 3, 2015.

Marketing

Created in 1935 on a kitchen table
Morethan1Bgamesplayed
Available in 111 countries, 43 languages
Morethan275Mgamessold

MARKETING WITHOUT MARKETING
CREATING NEWS & RELEVANCE

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

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

Brandedexperiences
Start with an insight Enroll fans to create & share
Be engaging- focus on 2
way communication
Turn it into a narrative
SUMMARY
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

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Inside Hasbro's Content Strategy - Digiday Content Marketing Summit, Half Moon Bay, CA - 8/3/15

1. TINA WALSHDIRECTOR DIGITAL MARKETING HASBRO @tinawalsh_

2. Created in 1935 on a kitchen table Morethan1Bgamesplayed Available in 111 countries, 43 languages Morethan275Mgamessold

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

4. VOTING & PARTICIPATION

5. Partner Press CONTENT POWERHOUSE

6. MARKETING WITHOUT MARKETING CREATING NEWS & RELEVANCE

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

8. Year 2: Fans wrote the rules! Year 3: Fans decided the entire game! A WHOLE NEW GAME THREE YEARS OF AUTHORSHIP

9. A WHOLE NEW STORY

10. Brandedexperiences Start with an insight Enroll fans to create & share Be engaging- focus on 2 way communication Turn it into a narrative SUMMARY 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

11. THANK YOU!!! Tina Walsh @TinaWalsh_

Inside Hasbro's Content Strategy - Digiday Content Marketing Summit, Half Moon Bay, CA - 8/3/15

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