Tina Walsh's presentation from the Digiday Content Marketing Summit in Half Moon Bay, CA - August 3, 2015.

1. TINA WALSHDIRECTOR DIGITAL MARKETING HASBRO
@tinawalsh_

2. Created in 1935 on a kitchen table
Morethan1Bgamesplayed
Available in 111 countries, 43 languages
Morethan275Mgamessold

3. In 2013 we put the
TOKENS ON TRIAL
and it revolutionized the Monopoly brand

4. VOTING & PARTICIPATION

5. Partner Press
CONTENT POWERHOUSE

6. MARKETING WITHOUT MARKETING
CREATING NEWS & RELEVANCE

7. Global Cats and Dogs
There are 194 total
known countries in the
world
185 countries voted!
The Cat received
31% of the vote
The Dog received
29% of the vote
Firsts
First ever global and
socially based
promotion
Quantifiable sales
results
RESULTS

8. Year 2:
Fans wrote the rules!
Year 3:
Fans decided the entire game!
A WHOLE NEW GAME
THREE YEARS OF AUTHORSHIP

9. A WHOLE NEW STORY

10. Brandedexperiences
Start with an insight Enroll fans to create & share
Be engaging- focus on 2
way communication
Turn it into a narrative
SUMMARY
Be clear- tell fans what you want
them to do
Platforms are agnostic. Use
many/all to scale personal 1:1
attention to all fans

11. THANK YOU!!!
Tina Walsh @TinaWalsh_