Media & Charity with eBay

Media & Charity with eBay
Hasbro

Aims

  • Draw media attention to the Mr. Potato Head product
  • Communicate the distinctive characteristics of the Playskool brand

Strategy

Exploit Mr. Potato’s shape-changing abilities to create VIP lookalike characters.

Activities

  • Alliance with Ebay for the online auctions page (charity)
  • Free of charge involvement of VIPs (Federica Panicucci, Katia and Ascanio Pacelli, Giorgio Rocca, La Pina, Antonella Mosetti, Luisa Corna): creative customization of Mr Potato
  • Media relations and press releases with product and charity story angles
  • Charity program with Le Note del Sorriso onlus, for the benefit of hospitalized children

Results

  • 17 features published in 1 month
  • More than 19 million contacts generated via media relations
  • Press coverage adv equivalent budget amounting to 102k Euro
  • More than 4,400 EBay pages viewed
  • About 1,000 Euro collected for charity in the first week