TBS Gets Into Games Via Holiday Promo

TBS is building off its “Very Funny” brand positioning to boost an array of Parker Brothers party games via in-store rebate offers and on-air promotion.

Under the Laugh Loud campaign, national retailers will offer co-branded rebates toward select Parker Brothers games starting Nov. 20. Consumers can get $3 rebates on games like Electronic Catch Phrase and Scattergories, said Hasbro Games spokesperson Pat Riso.

Hasbro will brand tens of millions of board games to market the promotion, Riso added.

On-air, TBS will promote the campaign featuring two 30-second TV spots that incorporate some of the network’s sitcoms (Everybody Loves Raymond, Family Guy and Friends) playing off the fun and humor found in the Parker Brothers games. The network will also support the promotion on TBS.com.

TBS is leveraging its assets, along with Parker Brothers’ brand equity of family games.

“We saw a great brand fit,” said Christine Drayer, director of brand development for TBS. “We have a similar target market.”

The Laugh Loud campaign marks the first partnership of its kind between TBS and Parker Brothers, a division of Hasbro.

“Our target consumer loves to laugh and have fun,” noted Jay Bruns, director of marketing for Hasbro Games. “That’s what our party games are all about. We expect this promotion to pay great dividends for us during the key holiday sales season.”

P-O-P and in-store signage will support. Chains including Toys “R” Us, Target and Kmart will participate in the promotion, which runs through Jan. 12.

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