Hasbro

Hasbro Holiday Express Public Relations

Challenge

The Community Relations team at Hasbro, Inc. was looking for ways to effectively give more toys to more Rhode Island children in need during the holiday season. Any new program also had to maximize ways to spread the news about these efforts to encourage community involvement.

Response

(add)ventures worked with Hasbro Community Relations to develop the Hasbro Holiday Express holiday giving program with a mission to bring a smile to the face of children and families across the Rhode Island. For each essential item donated by the community, Hasbro donated a toy or game to Rhode Island Toys for Tots. While the toys helped children in need, the items collected from the community benefited Crossroads Rhode Island and food pantries throughout the state. Community donation events were supported by a robust media plan and promotions. In addition to reaching out to the local news media to garner pre- and post-event media coverage, (add)ventures created a custom radio promotion package that included radio commercials, on-site attendance of local radio personalities at the donation events, and other promotional opportunities.

Outcome

(add)ventures secured more than 570,000 impressions – valued at more than $66,000 – in local and regional television, print, radio and online news outlets. Additionally, (add)ventures secured more than $60,000 in total publicity value from the custom radio promotion package.