The board game Cranium gets an unusual five-month sampling push via partnerships with seven diverse brands.
Seattle-based Cranium, Inc. has signed deals with Columbia Crest winery, Delta Airline’s Song division, Kentucky Fried Chicken, Land O’Lakes, Pizza Hut, Dr Pepper/Seven UP Cos. and Regal Cinemas. Each will put Cranium questions on everything from product labels to cocktail napkins.
The push could double the number of consumers familiar with Cranium’s line of nine games, which combine trivia questions and Charades with activities like drawing and sculpting. Cranium has won the Toy Industry Association’s Game of the Year award three years in a row since its 1998 launch.
“We changed the rules from day one by launching our first product in Starbucks and selling more than a million games without advertising. Now, with our partnerships, we’ve created fun, fresh trial experiences that take the Cranium brand to our players in surprising and unexpected ways,” said Cranium marketing chief Bill Furlong in a statement.
KFC re-ups with Cranium for an October-through-December kids promo that puts Cranium-themed premiums in KFC Laptop meals. Four versions of Laptop Packs highlight different elements of kids’ game Cranium Cadoo. KFC featured Cranium premiums for the first time last year in Cranium’s first-ever promotional partnership.
Meanwhile, KFC’s sister brand, Pizza Hut, collaborates with DPSU this month to give a set of Cranium Turbo Edition cards to diners who buy a pizza and Dr Pepper beverage.
Next month, Regal Cinemas will distribute trial kits and coupons for kids’ games Cranium Hullabaloo, Cranium Conga and Balloon Lagoon to audiences leaving G-rated movies.
Columbia Crest will put trial cards from Cranium Turbo Edition on wine bottles from October through December. Land O’Lakes puts Turbo Edition questions on packages of margarine through October.
Delta’s low-fare airline, Song, will put Cranium questions and activities on in-flight cocktail napkins from October through March.
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