|Rainbow Bagels and Pizza Rat: Inside Play-Doh's Branded-Content Strategy
In a time when kids learn to swipe before they can walk, you’d be forgiven for thinking squishing Play-Doh is no longer a rite of passage. But the Hasbro brand has found a way to make itself relevant to both kids and their parents through an array of creative branded content.
One way the brand has done this is by capitalizing on current events. Taking a cue from the 24-hour news cycle, Play-Doh’s social, brand and PR teams follow a “24-hour imagination cycle” — where they keep track of viral and cultural moments in real time. They then find ways to whimsically insert the brand into the conversation and drive engagement by recreating those moments out of Play-Doh.
When “Pizza Rat” went viral last fall, for example, the company tweeted out its own Play-Doh Pizza Rat. It was accompanied by the copy “In a city that’s famous for Pizza, even the animals wants a slice of the action. #PizzaRat.” The post had over 32,000 Likes, 1,200 comments and 2,600 shares.
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This article was published on Digiday.com. A full link to the original piece is after the story.
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