Creative press briefing

Creative press briefing
Hasbro

Aims

Draw media attention to the new Hasbro product line and convey My Little Pony as an evergreen brand that is appreciated as much by the girls of today as those of 20 years ago.

Strategy

Surprise and amuse the targeted journalists by making them feel like ‘princesses’ for a day, including Prince Charming, flowers and a limousine tour.

Activities

  • “Princesses for a morning” media event: over 5 days, the ‘prince’ and Competence accounts transported 16 journalists in a limousine to present the My Little Pony ‘Princesses’
  • Media Relations with different story angles, media lists and press releases
  • “Log book” with an account of the tour days

Results

  • 21 features published on national media in 3 months (of which, 17 press and 6 Web)
  • More than 13 million contacts generated via media relations
  • Press coverage with an equivalent publicity budget of about 62,500 Euro
  • Approximately 110 media contacted for media relations