Hasbro - Awkward Presentation

awKward.

MIDDLE SCHOOL

What was i t l ike for you?

awKward.

backTaking you

WE’VEALL

BEENTHERE

18-34 year olds like to entertain friends in their home

34 million

reliving your most embarrassingexperiences through storytelling,laughter, and acceptance

awKward is:

object: to graduate from middle school

What does i t look l ike?

Pass each class

Tell your middle school stories

Get to the auditorium first

Collect your 10 cards (8 Pop Quiz, 2 Stories)

How do you graduate?

Packaging

Viral Introduction

Metrics

Impressions % participate Probability Assigned Participants

26,000,000 7% 40% 728,000

26,000,000 8% 30% 624,000

26,000,000 9% 20% 468,000

26,000,000 10% 10% 260,000

Expected # of participants =

2,080,000

Expected # of Inquiries =

68,640

Expected # of Participants % inquiry Probability Assigned Inquiries

2,080,000 2% 20% 8,320

2,080,000 3% 40% 24,960

2,080,000 4% 30% 24,960

2,080,000 5% 10% 10,400

Expected # of Inquiries % purchase Probability Assigned Games sold

68,640 15% 20% 2,059

68,640 17% 25% 2,917

68,640 20% 45% 6,178

68,640 25% 10% 1,716

Expected # of games sold =

12,870

Games Sold Margin Profit

12,870 $18.50 $238,095

Subtract fixed costsSubtract fixed costs ($175,000)

Profit after campaign =

$63,095

Return on Investment =

36.05%

awKward.

Questions?