As December 31 nears and publications and talking heads roll out their “best of” lists to wrap up the year, molding compound Play-Doh is commemorating the biggest events of 2013 with A Year in Play-Doh Moments, a series of ten images on Facebook and Instagram that include some of the year’s highlights sculpted in Play-Doh.
Events in the Year in Play-Doh Moments gallery include Twitter’s IPO, Boston’s World Series victory, the cronut and the birth of the royal baby.
The ten images were released individually, says Greg Lombardo, vice president of global brand marketing for Play-Doh.
“As a team, we got together — marketing, design, brand publicity — and talked about things we thought were not only relevant, but things we thought we could make a fun sculpture out of,” he says.
Play-Doh first sculpted a scene when the royal baby was born in July and received “such tremendous feedback — it was even picked up by media outlets — that we saw we were onto something,” Lombardo adds. “At the end of the year, we said, ‘We’ve had a great year, so why don’t we celebrate the best moments and create them out of Play-Doh?'”
According to Lombardo, Play-Doh has been around for almost 60 years and is a brand “everybody has kind of grown up with” so there’s a “ton of nostalgia” among its 1.2 million Facebook fans. Hence, this is an effort that appeals to fans of all ages.
“Play-Doh is a fun brand. It’s its own unique look and style that screams fun,” he says.
@PlayDoh also has 5,700 followers on Twitter and 260 followers on Instagram.
In addition, the brand has been on Vine for about a year and produces Vine videos every few weeks, Lombardo says. It recently posted a Vine video inspired by the Will Ferrell movie Elf, which is one of several holiday-themed videos.
The brand uses these holiday videos to “show all the fun uses of Play-Doh,” Lombardo says.
Play-Doh is a Hasbro brand.
Mother’s Day is big business for brands of all kinds. The National Retail Federation reports Americans spent upwards of $170 each on gifts ... read more
At ClickZ Live New York, we spoke with Hilton Worldwide's Melissa Walner about the brand's digital spend balance and the challenges of infrequent interaction.
There seems to be something new happening everyday in the world of virtual / augmented / mixed reality. Here are some recent developments bringing the artificial world closer to reality.