RESULTS

500M
MEDIA IMPRESSIONS

200+
MEDIA PLACEMENTS

$4.5M+
AMOUNT RAISED

200%
INCREASE IN SALES

Hasbro

UNICRON CONQUERS MASSIVE CROWDFUNDING

RESULTS

500M
MEDIA IMPRESSIONS

200+
MEDIA PLACEMENTS

$4.5M+
AMOUNT RAISED

200%
INCREASE IN SALES

SEARCH

UNICRON CONQUERS MASSIVE CROWDFUNDING

August 23, 2020
With a small campaign window – originally 48 days – we helped Hasbro HasLab garner widestream media attention, and fast to engage consumers to participate in a crowdfunding campaign to raise money for production of the largest Transformers toy ever, Unicron. THE POWER OF INFLUENCE R&CPMK created serious campaign hype by tapping into reporters who are Transformers fans and having a presence at key events such as San Diego and New York Comic-Con. Due to a high per unit price point of $575, strategic messaging and proactive outreach were developed to shift any potential negative media attention. Our team built a timeline of key exclusive reveals, asset surprises, added product bundles, art renderings and inventive stories sprinkled throughout the campaign to build momentum. Internal R&D production insights were turned into “plus up” PR moments including added BTS interviews, Unicron design details, and entertainment/lore fan tie-ins to continue newsworthiness over the course of 4 months. The earned media campaign successfully influenced more than 8,000 consumers to participate in a crowdfunding campaign helping reach the client’s goal of raising over $4.5M.

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Crooke Joins R&CPMK Senior Director of Talent Anna Thackeray LONDON – September 28, 2022 – R&CPMK announced today the expansion of the agency’s London-based talent publicity team, with the addition of MK Crooke as Account Director. In the role, Crooke will manage a collection of R&CPMK’s signature talent clients across film and television. Crooke’s existing clients will also join R&CPMK. Crooke will report to Anna Thackeray, Senior Director of Talent, who leads R&CPMK’s UK publicity group. “The growth of our London team, led by Anna, represents an exciting and natural step in executing best-in-class publicity campaigns and strategic advisement
R&CPMK President of Digital Entertainment and Gaming, Melissa Schumer, shares with Adweek how the three industry-leading brands are developing novel ways to tap fandoms from various genres, and how R&CPMK is helping them connect with fans and consumers. “Fans represent the most loyal consumers for any given product. Understanding the power of fan communities allows smart brands to increase their reach among those communities through novel partnerships. Here’s how Mastercard, Crunchyroll and Hasbro surprise and delight fans to build their own fandoms.” Read the full article on ADWEEK.

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