Hasbro Teams With Jamie Lee Curtis For Board Game Promo
Hasbro, Inc. is getting a little star power from actress Jamie Lee Curtis as its new spokesperson to promote the company’s board games and a new mail-in rebate campaign.
Starting Nov. 1, Hasbro will roll out its Games Make Great Gifts campaign, offering consumers a $30 mail-in rebate with the purchase of 12 select Hasbro games.
As part of the campaign, Curtis will appear in TV spots dressed as characters from various Hasbro games such as Battleship, Monopoly and Clue to promote the games as great gifts. Hasbro tapped Curtis as its “spokesmom” because of her appeal as a mother and her love of Hasbro games, said Bill McCarthy, director of promotions, Hasbro Games.
“She brought some really fun elements to the spot,” McCarthy said of Curtis. ‘She’s 100% recognizable.”
Hasbro Games is offering a $2 rebate for each purchased kid’s game—Connect Four, Trouble, Operation, Battleship, Twister and Guess Who? The toymaker is offering a $3 mail-in rebate to consumers who buy any family game—Monopoly, Life, Clue, Jenga, Scrabble or Sorry! Consumers who purchase all 12 Hasbro games can receive a $30 mail-in rebate.
The promotion is designed to give consumers a friendly reminder that games “make a great gift” and drive purchases with a rebate incentive.
“We’re trying to influence [mom] in-store,” McCarthy said. “We want to make sure we’re attracting her attention. We want to spark a little more excitement into the games…and give her a little incentive [to buy].”
Hasbro will drop 50 million FSIs on Nov. 20 to promote the campaign. Consumers can obtain rebate forms starting Nov. 1 through FSIs, in-store tear pads and online at Miltonbradley.com—Hasbro’s new Web site. The Web site will also contain behind-the-scenes footage of Curtis shooting the TV spot and game playing tips.
The campaign runs through Jan. 31. TV spots, in-store materials, P-O-S and Internet materials will support. Grey Advertising, New York handled TV ads. Irvine, CA-based Alcone Marketing Group handles the campaign.
