Situation Mattel and their creative agency, Bullpen Integrated Marketing, hired YMC to develop a multi-channel strategy to increase awareness, affinity, and trials of the Apples to Apples game. The program focused primarily on engaging with female college students, as this demographic is the driving force behind family gameplay.
Hiring and training student brand ambassadors as brand advocates
Apples to Apples game lounges in high-traffic areas of campus
Online sweepstakes incorporating digital gameplay and scholarship prizing
Total program impressions within 12 weeks
Sweepstakes registrants within 8 weeks
Increase in students reporting they regularly played Apples to Apples