CRANIUM Board Game Branding Campaign
Business Challenge
Generate customer excitement and demand for a new board game on a national scale – without the budget to support TV advertising.
Solution
WrightRobbins developed the Outrageous CRANIUM On-Air Game and Giveaway Promotion, a national radio promotion campaign that leveraged local talent. This project included the following deliverables:
- Creation and production of all collateral: brochures, radio station contest package, event hand-out cards, signage, CD and Web sites.
- The radio station marketing kit included a ready-to-use audio interview with CRANIUM inventors Richard Tait and Whit Alexander, as well as descriptive audio clips used by radio stations around the country.
- Listen to the CD WrightRobbins produced for the promotional kit and you’ll see how fun it was to play CRANIUM on the air!
- Management of 12 local “Hidden Talents” sweepstakes events in major markets across the U.S. These events featured crazy CRANIUM activities such as spelling backwards, celebrity impersonation and guess that tune; allowing everyday people to compete and showcase their hidden talents for a prize.
- Oversaw robust PR campaign fueling additional visibility for Cranium which WrightRobbins leveraged for telesales campaign to grow presence in retail market.
Results:
- Over 100 radio stations participated in the promotion, reaching more than 10 million listeners across the U.S.
- WrightRobbins laid the groundwork for expanding the CRANIUM sales channel by 600 stores.
- CRANIUM eventually became a breakthrough hit and the fastest-selling independent board game in history, laying the foundation for one of the game industry’s most celebrated brands.