Question

Rick works as a marketer at Hasbro. He recently designed an online contest using social media that encouraged fans to submit their own ideas for a new toy design. Participants would submit their ideas, and consumers would vote for them on the site. Those who garnered the most votes would see their idea designed as a new toy. The winner would be rewarded by receiving 2 percent of the proceeds from sales of the toy.

Refer to Scenario 15.1. The campaign was so successful that Rick decided to host a special event to announce the winner. On the day of the event he invited the media to film the event. The CEO of the firm named the finalists and then called out the winner. This all occurred with much fanfare. An illustration of the proposed product with a short description was provided to reporters to publish in the paper. This campaign is an example of _____________________.
a. public relations
b. buzz marketing
c. sales promotion
d. personal selling
e. advertising

Answer 1

Rick's campaign at Hasbro is an example of public relations, aiming to create a favorable company image and engage the audience beyond traditional advertising by leveraging social media, community involvement, and media coverage.

Step-by-step explanation:

Rick's campaign at Hasbro, wherein he designed an online contest engaging fans to submit and vote for toy designs with the winner announced at a special media event, is an example of public relations. This type of campaign is focused on building a positive image of the company and establishing a connection with the audience. The special event hosting, media invitations, and participation dynamics serve to generate public interest and a favorable reputation, rather than direct promotion of a particular product through traditional advertising methods.

Using social media to speed up the engagement process like this illustrates a modern public relations strategy where the marketer is not simply advertising a product but is engaging the audience and creating a sense of community and involvement around the brand. The use of public voting and media coverage contributes to a sense of transparency and public involvement, which can be critical in fostering trust and loyalty towards Hasbro's brand.