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 trial 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.

Solution

Hiring and training brand ambassadors

Apples to Apples game lounges

Online sweepstakes incorporating digital gameplay and scholarship prizing

Results

1M

Total program impressions within 12 weeks

10K

Sweepstakes registrants within 8 weeks

14%

Increase in students reporting they regularly played Apples to Apples

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