Hasbro: Edison the Elf


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During the 2013 Holiday season, we teamed up with Hasbro on a quest to make every kid a true believer in the Kringle himself. It may have seemed like a lofty goal, but the numbers showed otherwise. We discovered that between Thanksgiving and Christmas 2012, approximately 50,000 people searched ‘Is Santa real?’

With that number in mind, 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. We started by inventing a host. A lovable tour guide 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.

After launch, we drove significant traffic to the experience with a paid search campaign around ‘Is Santa real.’ While we can’t truly quantify the number of believers, we can tell you that the kids who searched ‘is Santa real’ in 2013 received quite the reason to believe.

Thanks, Edison. 

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