Hasbro’s Edison the Elf
The holiday season is an incredibly important time for brands, especially one of the largest toy makers in the world. Faced with fierce competition, Hasbro needed a creative way to stand out. At AMP, we believe ideas can come from anywhere. With this mentality, our search analysts found an interesting fact ‘ approximately 50,000,000 people are searching ‘Is Santa Real?’? between Thanksgiving and Christmas.
AMP INSIGHT: ANSWER THE QUESTION IS SANTA REAL
The analyst shared this data point with the creative team and that’s when the big idea happened. Let’s answer the question by buying relevant keywords and driving searchers to a festive online experience.
USER CENTRIC DESIGN: A FESTIVE CONTENT HUB
We created a simple online experience that allowed kids and parents to take a sneak peak at life in Santa’s workshop and some of Hasbro’s best holiday toys. EdisonTheElf.com featured a loveable tour guide of Santa’s workshop named Edison the Elf, the top toy-builder-tester-player and Hasbro-elf in the North Pole. He showed users a day in the life of a fun-loving elf, earning an honest living in Santa’s workshop.
In true holiday spirit, kids were able to write a letter to Santa and include a wish list. Kids could choose from 24 Hasbro toys to fill out their ‘wish list’? and e-mail to parents or print to send. Kids also had the option to place a star on the map of the US, so Santa knew where to deliver their toys on the big day.
With EdisontheElf.com, Hasbro effectively stood out during the holiday season by simply answering the question ‘Is Santa Real?’?