Since 1988, we’ve been making news on behalf of clients big and small, from promising start-ups to the nation’s leading consumer brands. It’s the story that matters and we’ve proven to be both great storytellers and matchmakers. Check out our work below.
Monopoly Token Madness Vote
Fans around the world were invited to select the eight tokens to be featured in the new Monopoly game launching Fall 2017 – the vote left the fate of the iconic tokens in consumers’ hands. LPR was challenged with creating sustained coverage throughout the three-month campaign.
The Solution & Results
Strategically release information at key moments to generate awareness, excitement, and engagement:
- • Phase 1: Voting Period (Jan 10-31) – we rallied press, influencers, celebs, fans, and brands with the news that their favorite token could be in jeopardy unless they took action. Their passionate pleas activated their communities, generating more than 202 million social impressions (and more than 4 million total votes). The announcement of this historic vote garnered more than 1.76 billion media impressions
- • Phase 2: Sneak Peek (Feb 16) – to continue the momentum, we announced the first token voted out of the game timed to Toy Fair, generating more than 1.28 billion media impressions and 286 million social impressions
- • Phase 3: World Monopoly Day (March 19) – leverage the annual ‘holiday’ to reveal the eight winning tokens; exclusive Today Show announcement supported by embargoed pitching generated 1.49 billion media impressions and 460 million social impressions
• 5.49 BILLION TOTAL IMPRESSIONS
• 948 MILLION SOCIAL IMPRESSIONS
• 4,119 OUTLETS
Nerf #ThisIsHowWePlay Truck
Create a hands-on, product-focused, consumer experience during NERF-Fest (a brand retail holiday) that ties to the overarching marketing theme ‘This is How We Play’
We created a consumer-first, pop up play zone in the heart of NYC with a NERF-branded truck accompanied by multiple NERF experiences. While the truck itself attracted hundreds of consumers throughout the afternoon, we also made sure to secure amplification opportunities by placing calendar listings with local media and pre-inviting press and influencers to attend and capture live content. But we didn’t stop there. To optimize social exposure, we worked with SnapChat to create a branded geo-filter on site for fans and families to document their experience so they can truly show the world how they play.
• HUNDREDS OF HAPPY ATTENDEES
• SNAPS & POSTS AND VIDEOS, OH MY!
Hasbro Gaming Vidcon
Amplify the Hasbro Gaming presence at VidCon, the world’s largest online video conference for fans and creatives, by generating buzz with key influencers and increasing awareness with fans.
We identified creator attendees within our games’ key targets and strategically engaged them in a layered approach to generate buzz before, during, and after the event. We first reached out prior to the event to encourage them to get their “Game On” with Hasbro Gaming at VidCon – supplying them with games and wearable branded swag. Next, we used those intros as a way to activate creators on-site, fostering our relationships and encouraging real-time content. Finally, we followed up post event, sending a “Welcome Home” kit with the games they liked from the booth.
• 6.58 MILLION CREATOR IMPRESSIONS
BRING YOUR LIGHTSABER TO WEWORK
Celebrate May the 4th with a Hasbro-forward stunt that will not only break through the ‘holiday’ noise, but also build off the success of the inaugural Bring Your Ligthsaber to Work program
We partnered with the popular coworking space brand, WeWork, to give the Bring Your Lightsaber to Work a physical event presence, coordinating with 10 of their top locations in NYC to execute an office celebration on May the 4th with Hasbro product, catering, office screenings, catered food and other fun surprises.
National Geographic Licensing Expo
Generate top tier trade coverage during the 2017 Licensing Expo to alert the press that National Geographic Partners is officially “open for business”
We created a strategic, layered, and targeted media relations plan that focused on three core elements during the 2017 Licensing Expo time period.
- • Conducting widespread outreach to trade outlets up to, during and following Licensing Expo
- • Scheduling valuable onsite interviews between licensing influencers and National Geographic executives
- • Supporting the Brand Summit by inviting key press
• 314K TOTAL CIRCULATION
Messy Hair Don’t Care Campaign
As a start-up company, Buntoppers needed to create mass awareness out of the gate to not only introduce moms to the product, but to also educate them on how to use it – all on a start-up budget.
With such a small budget, most mass sampling efforts were out of reach. Instead, we decided to work one-on-one with micro-influencers to both introduce them to the brand and start our relationship building efforts to get us in the door.
We focused our outreach on Instagram because of the highly visual nature of the platform, and identified key micro-influencers within that space that fell in the buntoppers sweet spot. Then, working one-on-one with each influencer, we were able to secure beautiful Instagram posts that not only helped introduce the brand to highly relevant audiences, but also showcased all of the possibilities of the product (buns, braids and more!).
• 4.9MM SOCIAL IMPRESSIONS
• SMALL BUDGET
FurReal Friends Torch, My Blazin’ Dragon S’Mores Breaks
For more than 10 years, Hasbro’s FurReal Friends brand has been a leader in animatronic pet play, recognized for creating lifelike pets including cats, dogs, ponies, monkeys, and more. When the FurReal Friends menagerie expanded to include the fantasy pet Torch, My Blazin’ Dragon – a plush baby dragon that ‘roasts’ a toy marshmallow and breathes out flame colored mist – we were tasked with creating buzz about the brand and product publicity for the new item.
Inspired by Torch’s marshmallow treat, we created a s’mores themed campaign to engage press and influencers in a way that was too sweet to resist.
Activity kicked off on August 10th, National S’mores Day, with branded, in-office snack breaks for select NYC press. At the same time, s’mores themed product mailers hit the desks of key media across the country.
Heading into the holiday season, we connected with parenting influencers at key blogger events with Torch, My Blazin’ Dragon branded snack stations and a ‘lost dragon’ scavenger hunt. Attendees who completed the ‘hunt’ were led to a cozy campfire suite hosted by Torch where they enjoyed refreshments, on-site photo opps, and more.
Tastemakers recognized Torch as the ‘hottest’ toy of the holiday season, and our efforts garnered more than 14 million social impressions and 7 million media impressions at launch from outlets like Good Housekeeping and M Magazine – how’s that for a sweet treat?
San Diego Comic-Con Entertainment Brand Press Preview Breakfast
How do we break through the annual clutter of San Diego Comic-Con to connect with fans and press and introduce Hasbro’s exciting entertainment lineup?
Build an annual, ‘must attend’ event where fans enjoy a first look at Hasbro’s product and programs in an intimate, fun, and memorable setting. Guests kicked off Comic-Con with the most important meal of the day: breakfast. On the first day of the show, the morning event showcased the company’s entertainment brands including Transformers, My Little Pony, Marvel, and Star Wars and offered attendees one-on-one access to key Hasbro team members. A playful, pop culture themed menu was complemented with interactive social activities and photo opps along with a look at Hasbro’s San Diego Comic-Con exclusives.
More than 100 top tier entertainment, pop culture, comic, and fan media guests attend the Press Breakfast each year including Entertainment Weekly, The New York Times, The Hollywood Reporter, Blastr, People, Yahoo! Movies, Nerdist, Forbes, TV Guide, CNET, and Reuters. In 2016, more than 24.5M media impressions were generated.
Hasbro New York Comic-Con Party and Panel
Position Hasbro as a key player in pop culture and maintain strong press and fan engagement across entertainment brands through Q4.
Connect with press, influencers, and fans at ‘Hasbro ‘Twas the Night Before…’ an experiential press event on the eve of New York Comic-Con, followed by a day of one-on-one interviews between Hasbro brand teams and select media and fan sites.
A fun, intimate setting provided themed bites and cocktails for attendees to enjoy as they participated in engaging, branded activities and photo opportunities with a social call-to-action using #HasbroNYCC. Brand statements included My Little Pony, Marvel, Star Wars, Trolls, Yo-kai Watch, and more. Guests each took home a swag bag full of Hasbro’s hottest new items.
Expanding upon the event and to build upon brand panel reveals at the Con, select fan sites conducted off-site interviews with Marvel and Star Wars brand and design team members.
More than 100 top-tier entertainment, pop culture, comic, and fan media guests attend the event each year, including The New York Times, IGN, Entertainment Weekly, CNET, Business Insider, Associated Press, ComicBook.com, io9, and Nerdist. In 2016, Hasbro received more than 160M media impressions and over 1M additional social impressions throughout the convention.
My Little Pony Friendship Day
The iconic My Little Pony franchise has inspired friendship for more than 30 years, and honored that core value during My Little Pony Friendship Day, timed to the celebration of the International Day of Friendship on July 30th. For its second annual campaign, we were challenged to grow My Little Pony Friendship Day beyond a one-day event and ignite a social movement that inspires random acts of friendship around the globe.
To prove that #FriendshipisMagic we asked celebrities, influencers, press, fans, and consumers to “Friend it Forward” during the month of July – encouraging participants to be a friend, and inspire acts of kindness in others.
To amplify the Friendship Day message, we executed a variety of tactics including the creation of custom celebrity ponies, a Twitter takeover with J-14 Magazine, and a branded My Little Pony Friendship is Magic Snapchat filter. Fans at San Diego Comic-Con were also invited to join in on the fun as they received branded “tokens of friendship” along with a call to action to perform an act of kindness for a fellow attendee.
Hundreds of acts of friendship were shared around the globe. Celebrities joined the celebration, including Vanessa and Stella Hudgens, Kim Kardashian, Francesca Capaldi (Dog With a Blog), Nia Siouxx (Dance Moms), and Addison Riecke (The Thundermans) sharing on social, while media outlets including US Weekly, Good Housekeeping, Parents Magazine, J-14 Magazine, and refinery29 all pledged to “Friend it Forward” with My Little Pony. As a result, the My Little Pony brand received more than 25 million media impressions and 95 million social impressions supporting the Friendship Day initiative.
World Play-Doh Day
World Play-Doh Day is celebrated annually on September 16 to honor the childhood staple that captivates the imaginations of millions of children (and artists of all ages) across the globe.
In a milestone year – the brand’s 60th birthday – we were challenged to make it the biggest celebration yet. But, how do you put a fresh spin on the annual program in its ninth year?
We used the brand’s 60th birthday hook as our first stepping stone. Next, we decided to commemorate the brand’s past by looking into the future, and asked our media friendlies and fan community to share their ideas on what they believed the world would look like 60 years into the future. We complemented these tactics with custom sculpts for key celebrities, brands, and influencers.
In true World Play-Doh Day fashion, the top ‘futuristic’ ideas, as chosen by our fans, were brought to life in 100 percent Play-Doh compound. We used the sculpts to engage global press during the brand’s 60th birthday year and, to truly make a splash, we tapped into the current “how-to” trend and created eight time lapse videos of each sculpture’s creation, from start to finish.
Images of our sculpts and several of our time lapse videos were featured across more than 320 traditional broadcast, online, and print media outlets including USA Today, Yahoo!, BuzzFeed, ABC World News Now, AdWeek, NY Daily News, and Mental Floss. Some tapped into the conversation by creating unique sculpts, and others, such as Good Housekeeping, hosted their own World Play-Doh Day Facebook Live videos.
A variety of renowned brands such as Jeep and Tim Horton’s received custom sculptures to share on their social media channels. In addition, several brands such as Amazon, Toys R Us, Staples, Michaels Stores, Cartoon Network, and Power Rangers organically joined the trending conversation on social. Long-time Play-Doh fan Jenna Fischer also received a custom sculpt depicting what her children imagine the future will look like which she shared via Instagram.
Finally, we paired with a well-known YouTuber to create a World Play-Doh Day “Sculpt The Future Challenge.” As a result, ten popular YouTube influencers shared unique and engaging videos encouraging their millions of followers to sculpt with Play-Doh compound during the annual holiday.
With nearly twice as many impressions as 2015, World Play-Doh Day 2016 was by far the brand’s most successful holiday to date – garnering more than 760 million media impressions in less than 24 hours.
Monopoly New York Comic-Con Heroes After Dark Party
Insert the Monopoly Ultimate Banking game into the pop culture conversation; tap into celebrities, VIPs and tastemakers in the entertainment space.
Mr. Monopoly ‘hosts’ the “Heroes After Dark” party, a first-of-its-kind red-carpet, invite-only event, presented by major pop culture media outlet Entertainment Weekly in conjunction with New York Comic-Con. The pop cultural celebration plays host to a wide variety of celebrities and influencers.
Hasbro Gaming, the Monopoly Ultimate Banking game, and #Monopoly were promoted through a fully branded snack bar with assorted popcorn in Monopoly-themed mustache cups. Guests and press enjoyed fun photo opportunities with the iconic Mr. Monopoly costume character as he roamed the party and walked the official red carpet. All attendees took home a Monopoly Ultimate Banking game in the official swag bag.
Raised awareness for the Monopoly Ultimate Banking game among the more than 700 guests, VIPs, and celebrities including Frank Miller (Dark Knight III), Elizabeth Bennett (MTV Sweet/Vicious), Breanne Howey (Exorcist), and the casts of Dirk Gently’s Holistic Detective Agency, CLASS, and Ash vs. Evil Dead.
The Mr. Monopoly costume character was a huge hit on the dance floor and frequently stopped for selfies with guests. Entertainment press, including Bauer/ Us Weekly, Entertainment Weekly, Star Magazine, MTV, and Metro NY, captured photos of Mr. Monopoly doing his signature poses on the red carpet. The Monopoly brand’s presence at the party was amplified by social posts reaching highly engaged fans from official New York Comic-Con social media channels, and Entertainment Weekly highlighted the Monopoly Ultimate Banking game through a promoted post and tweet to its pop culture followers. As a result, the Monopoly brand received 18,100,869 total media impressions and 6,275,522 social media impressions.