HASBRO GAMES – POX (A)
Answers to Preparation Questions
In 2000, Hasbro Games Division is preparing for the launch of the “next phenomenon of the toy and
game industry: POX”. Matt Collins, director of product marketing, is soliciting proposals for the launch
of innovative game. Two competing proposals are being evaluated:
–A campaign that uses primarily television and print advertising proposed by Grey Worldwide
(expected cost $1.4 million)
–A campaign intended to generate significant buzz for the game, by taking over a town near LA.
The event would bring to life the story behind POX. The event was proposed by Target Market
promotions (expected cost $1 million)
Q1 Which of the two proposals do you support? Why?
A1 First of all, the two proposals will accomplish two different tasks. The first proposal of going through
the traditional media will be faster, simpler and will concentrate on the features of the game POX. On the
other hand, the non-traditional proposal will succeed in creating a “buzz” about the game, but it will show
only the back story of the game and not give any details about the features, price availability etc.
