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.