Operation Mobile Rescue Tour
| client/brand: | Hasbro |
| target audience: | Parents of kids 6–9 |
Consumer Activation Target
Nostalgia Friendly
Challenge
Hasbro was introducing a new, more expensive version of the classic Operation game, and needed to assure relevance among end-users that have become accustomed to high-tech game offerings.
Solution
Even though “Operation” enjoyed strong awareness scores, consumers needed to be convinced of a quality experience linking role playing with “real life” features that kids have come to expect. Hands-on “sampling” was called for and the Operation “Mobile Rescue Tour” was created. A mobile medical unit, commanded by Dr. Funnybone, visited state and county fairs nationwide engaging consumers in actual game play, trivia events and joke telling. The doctor’s team of scrub nurses helped the kids interact with “funatomy” parts and learn to play the game. A charitable overlay helped highlight the games new “oxygen pump” feature via a larger than life version that visitors were invited to pump for the cause, with 25-cents-per-pump donated to Operation Smile.
Results
The Operation Mobile Rescue Tour generated a 25% increase in sales during the promotion period, delivered over 50,000 one-on-one interactions, generated over 500,000 microsite visits, and raised over $15,000 for Operation Smile.
