August 6th, 2012
A Torrent of Toys, From Lunchables
By ANDREW ADAM NEWMAN
New York Times
MARKETERS used to entice children with cheap plastic trinkets in boxes of Cracker Jack or cereal. The Lunchables brand is raising the stakes considerably.
In a new advertising and sweepstakes campaign called “Never Be Bored Again,” the brand will give away prizes valued at more than $1 million to children ages 6 to 13, its largest giveaway ever. The brand is giving three grand prize winners $7,500 and one of three options valued at $25,000: a multiroom treehouse, a backyard court for multiple sports or an electronics-filled game room.
The brand is also awarding 25,000 winners a Hasbro toy or game, including toys like Nerf foam dart guns (valued at $35) and games like Sorry ($17).
In a cinema commercial promoting the giveaway, children armed with Nerf guns pretend to engage in a war battle, all of it filmed with the sweeping music of a war movie. When one of the battalions retreats to a backyard and scurries into a treehouse, a boy declares that he won it from Lunchables.