Mattel Apples to Apples College Marketing

American toy manufacturer, Mattel, wanted to introduce the Apples to Apples game to college students across the country in a light-hearted, authentic, and engaging manner.

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

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