HASBRO
PLAY-DOH Imagination Camp
The Challenge
Hasbro and PLAY-DOH, asked R&CPMK to Invite VIP press to a multi-day event in Santa Fe, New Mexico from October 3-6. Each guest would be treated to a hands-on PLAY-DOH experience and a deep dive into imagination designed to result in press stories, social coverage, and strengthen media relationships that to build PLAY-DOH brand affinity for ongoing press coverage.
5
Media in Attendance
7
Placements of Media Coverage
32.7M
Media Impressions
The solution
R&CPMK successfully executed the inaugural PLAY-DOH Imagination Camp press event immersing guests in the PLAY-DOH brand and the core brand messaging of Imagination in Santa Fe, NM. Through PLAY-DOH’s partnerships with Emma Worrollo from The Playful Den as the brand’s first Imagination Coach and Jason Loik the PLAY-DOH Squished host who was a sculpturer onsite, we were able to unlock the media’s Imagination and allow them to reconnect with play on behalf of the brand. It also launched the PLAY-DOH: Imagination is a Superpower consumer study tied to the event, resulting in post-event coverage rooted in facts that told a deeper story of the PLAY-DOH brand. A visually creative infographic was featured as part of the media coverage highlighting key insights, data and conclusions from the study. Custom PLAY-DOH packages including product, custom apparel and accessories were also compiled for strategic press outreach.
The impact
We cherry-picked and secured five top influential media in the parenting, lifestyle, and consumer spaces to attend this curated exclusive press event. Key feedback from media:
“I have to say that this PLAY-DOH story I’m working on for Forbes is going to be in my top 10 stories ever written in my career.” – Cheryl Robinson, Forbes
“I had such an amazing time and can’t thank you enough for such an immersive experience that I’ll never forget. These imagination exercises are gonna be a hit with my kids.” – Meaghan O’Connell, Romper