PICTIONARY

DRAW. GUESS. WIN.

Presented by Emily Fuller and Victoria Wells april 2013

TABLE OF CONTENTS
SITUATIONAL ANALYSIS 3-5 COMPETITIVE ANALYSIS 6 RESEARCH OBJECTIVES 7 RESEARCH 8 TARGET MARKET PROFILES 9 CAMPAIGN STRATEGY 10 THE BIG IDEA 11 CREATIVE EXECUTION 12-13 CREATIVE BRIEF 14

SITUATIONAL ANALYSIS
HISTORICAL CONTEXT
Pictionary was invented by local Seattle waiter, Robert Angel. He started the process by sketching illustrations of dictionary words at parties in a gaming format, stating that it was just something to do at a party. Inspired by the success of Trivial Pursuit, Angel decided to pursue the game business by first selling Pictionary door to door to, then to local retailers. Pictionary sold 3 million copies and was well-received by game industry standards.

1981

1987

Angels big break came when Nordstorm agreed to order 167 Pictionary games. This attracted the attention of former Selchow & Righter salesman, McGuire, who left this game company to sell Pictionary. McGuire approached Western Publishing to have the company purchase the license in agreement to manufacture and promote this game.

1985

Hasbro, the nations biggest game company, acquired Pictionary from Western Publishing in 1994 and has been publisher of the game since.

1994

SITUATIONAL ANALYSIS
SOCIOCULTURAL FORCES
Board games have been a favorite activity of United States citizens young and old. Even with the increase in digital media and communication, Americans still cherish spending time with family and friends. Board game players, especially those who range in age, are drawn to simple games with easy setup and easy to explain rules. Pictionary has kept up with the changes in society by expanding their brand into digital gaming. Pictionary is now available to play on consoles such as Nintendo Wii and Xbox. They have also altered the original board game into variations including Pictionary Junior, Pictionary Bible and several others.

ECONOMIC FORCES
Even through the recent economic downturn, board games have been able to withstand the test of time. The costs of board games have stayed relatively consistent ranging from 15 to upwards of 36 dollars. Board games bring people together for interactive and engaging fun. Pictionary is competitively priced around 30 dollars depending on the consumers choice of retailer. The timelessness of Pictionary justifies its price and will not deter a consumer looking for a classic board game.

COMPETITIVE FORCES
Pictionary is one of many established board games that provide consumers with a fun time. Some of the top competitors for Pictionary specifically are Draw Something, Guesstures, and Cranium. However, Pictionary provides a superior experience for those who desire an easy to play game.

SWOT ANALYSIS
STRENGTHS
It is a game that can be played with a large group The rules are extremely simple Age range is wide allowing almost all ages to play Very quick setup time Completing the game does not take long You can play it just about anywhere A timer keeps the game pace moving

WEAKNESSES
Not everyone enjoys drawing The game can get repetitive or boring People have created their own versions of Pictionary that do not require the use of cards, di or a board therefore purchasing the game is not necessary

OPPORTUNITIES
The game can be transformed into many things... i.e. an app, Pictionary Man, Pictionary Junior, Pictionary to-go, electronic versions (Wii, PS3, Xbox), etc. The game can change and be updated with new words to accomodate to the time period... the words to draw will never be outdated Easily can be transformed for use in countries overseas

THREATS
Board games are on the downfall due to apps, online games and people spending less face time together Possibility of being copied Many board games have similar concept Draw Something app and board game are very similar to Pictionary

COMPETITIVE ANALYSIS
Strengths: Draw Something began as an app that allowed players to challenge their friends and strangers to a drawing and guessing game. The app made it on-thego and social. Two things that consumers look for in products now. The game has evolved into a board game as well. Weaknesses: They market themselves as the game inspired by the old fashioned Pictionary. Mobile apps tend to fade fairly quickly. This may explain their move into a board game. Without the mobile app, they have the same concept as Pictionary. Strengths: This is slightly different from Pictionary in that player must act out the word that appears from the directors sign. The game can be played in larger teams. Acting out the words can be more interactive and fun. The timing aspect of the game keeps things moving. Weaknesses: The game can get repetitive. Some people are not comfortable with acting infront of large groups. The director sign is known to be disfunctional sometimes. Strengths: Cranium offers four aspects to their game that includes drawing and guessing. The game also has an aspect where players sculpt with clay. It is extremely family oriented. Cranium has taken the game and transformed into several other games such as Cadoo. Weaknesses: With many aspects, comes many rules. Although it is recommended for younger children, the game has several rules that may seem overwhelming.

DRAW SOMETHING

GUESSTURES

CRANIUM

RESEARCH OBJECTIVES
The following objectives will assist us in our research:

What is Pictionarys current position in the board game industry?

What knowledge do consumers have about Pictionarys benefits?

How is Pictionary using social media to reach consumers?

What are the selling and distribution strategies of Pictionary to retailers?

CAMPAIGN OBJECTIVE

Position Pictionary as a top classic board game that can be bought and then played at any casual, family, or social gathering.

RESEARCH
(CONTINUED)
PRIMARY
A survey was produced and distributed as the main research method for this campaign. The survey included questions about consumers favorite board games and their feelings towards board games. We also observed a group of peers as they played Pictionary together. Our observations confirmed our big idea as an accurate one. Out of 14 responses, 78.6% were female and 21.4% were male along with 71.4% being 18-24 and 28.6% being 25-35. Of these respondents, 35.7% said they are likely to play Pictionary over other board games when faced with the choice. Monopoly was chosen as the top board game with 57.1% of respondents choosing it over others.

SURVEY RESULTS

Based on our survey results, Pictionary needs to redefine its advantages over non-drawing board game competitors like Monopoly and Scrabble. It needs to maintain social media consistency to attract followers.

We conducted an observation with six participants. The participants played Pictionary in three teams of two. All of the participants were females ranging from 19 to 22 in age. The game last one hour and fifteeteen minutes.
Based on our observation, players find the most fun in trying to guess the outrageous drawings of their partner in order to win.

OBSERVATION

By reviewing information about Pictionary, it helped our understanding of the board games image, their position in the marketplace and the benefits of playing it. We reviewed several news sources and databases such as MRI+. The knowledge gained through this research gave us a focus when developing what aspects of Pictionary to highlight. Pictionarys longest publisher is Hasbro. Hasbro also publishes competitors Draw Something, Guesstures, and Cranium. After observing the companys website, Hasbro is a very kid-friendly company with games for adults to enjoy too. Pictionary needs to strengthen the connection with its adult target markets through social media interaction while still maintaining its family-friendly demeanor.

SECONDARY

TARGET MARKET PROFILES

STEFAN, 22
Stefan is an energetic 22 year-old who enjoys being the life of the party. His hobbies include bike riding, attending art galleries and cooking. Stefan constantly searches for free and fun activities that allow him to give his smartphone a rest. Pictionary fits his personality well. He can be free with his imagination while making everyone laugh.

FELICIA, 31
Felicia is a single, 31 year old who does not have any kids. She works as an accountant but she also sells hand-made jewelry to donate to nonprofit organizations. She loves to meet new people and the opportunity to show off her talent and personality. With her long days at work, Pictionary is an excellent way for her to relieve stress during weekends. It also allows her to catch up on gossip while getting to know people through their outrageous guesses.

MADISON, 35
As a wife and mother of two children, Madisons concerns about her kids grow every day. She knows that at some point she has to let them grow into their own individuals without her. With technology being used so negatively and unethically, she encourages her kids to participate in activities away from the computer and television. Her purchase of Pictionary will enable her kids creative thinkings and social skills, giving her peace of mind about their futures.

CAMPAIGN STRATEGY
THE CHALLENGE KEY INSIGHT
Board games have lost their popularity due to mobile applications and electronic gaming. Our target market uses board games as a way to come together with friends and family to have intriguing and interactive fun. Position Pictionary as a top board game that allows players to express themselves and in a simple and easy to play way.

THE SOLUTION

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The tagline for our campaign is, Draw. Guess. Win. This tagline was created because it describes how to play Pictionary. Players draw, their partners guess what the drawing is, and then they win. The short tagline is simple just like playing Pictionary is.

DRAW. GUESS. WIN.

THE BIG DRAW

CREATIVE STRATEGY ART DIRECTION
In our advertisements we wanted to highlight the fun in guessing your partners drawings when playing Pictionary. The outrageous and outlandish drawings that players must produce in one minute are one of the most comical aspects of the game. The corner of the advertisement resembles corner flips of paper to replicate the pad of paper used to draw words on in the game We decided to use illustrations in our advertisements rather than photographs. By using illustrations we stay true to Pictionary and the drawing aspect of the game. The illustrations are playful and fun, just like the game itself.

COPYWRITING The copy for each advertisement reaches a different demographic within our target market. The head-

lines relate to the drawing and copy below it. The copy describes Pictionarys benefits and challenges the consumer to player the game. The final line of each advertisements copy includes the answer to what the drawing above is. The word is displayed how it would appear on a card in Pictionary. We wanted to keep the copy lighthearted and fun to draw appeal to the game. The call to action appears in the corner of the advertisement urging consumers to go to Hasbro.com to purchase Pictionary on the games publishers website.

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CREATIVE EXECUTION 1 2
SIMPLE ALWAYS
Guess what? Guessing the drawing is half of the fun in Pictionary. Get your friends and pencils ready for this classic duel in simple sketches and outrageous guesses. Be a guessing P WIZARD and lead your team to victory.

WINS.
R

CREATIVITY HAS NO
This classic drawing and guessing game encourages creativity through quick thinking and collaboration. Pictionary is an easy to play board game that is fun for all ages. A SHAPE your kids future by giving them a way to think outside of the box.

AGE LIMIT.
R

PICTIONARY
DRAW.. GUESS. WIN.

TM

Hasbro.com
or at a toy retailer near you

Purchase online at

PICTIONARY
DRAW.. GUESS. WIN.

TM

Hasbro.com
or at a toy retailer near you

Purchase online at

12

SIMPLE ALWAYS WINS. Guess what? Guessing the drawing is half the fun in Pictionary. Get your friends and pencils ready for this classic duel in simple sketches and outrageous guesses. Be a guessing WIZARD and lead your team to victory. Purchase online at Hasbro.com or at a toy retailer near you.

CREATIVITY HAS NO AGE LIMIT. This classic drawing and guessing game encourages creativity through quick thinking and collaboration. Pictionary is an easy board game that is fun for all ages. SHAPE your kids future by giving them a way to think outside of the box. Purchase online at Hasbro.com or at a toy retailer near you.

3
GUARANTEED.
This board game is all about fast sketches and hilarious guesses. Bring Pictionary to your next gathering and you will have a night full of laughs. Just like AP ROCK AND ROLL legends, classic board games never get old.

4
LAUGHS
R

THE BIG DRAW

PICTIONARY
HOME WINNERS CIRCLE SUBMIT

WITH

PURCHASE
where to buy PICTIONARY Hasbro.com toy retailers

VOTE

VOTE

VOTE

social media PICTIONARYon

THE WINNERS CIRCLE

NAME
Location

NAME

Location

NAME

Location

PICTIONARY
DRAW.. GUESS. WIN.

TM

Hasbro.com
or at a toy retailer near you

Purchase online at

LAUGHS GUARANTEED. This board game is all about fast sketches and hilarious guesses. Bring Pictionary to your next game night and you are sure to have a night full of laughs. Just like ROCK AND ROLL legends, classic board games never get old. Purchase online at Hasbro.com or at a toy retailer near you.

Pictionary will hold a contest to submit your funny/worst drawing with potential for them to be in the next Pictionary advertisement. The website will be called TheBigDraw. com. Winners will be chosen every month over the course of campaign by votes made by the public. The website will feature a scrolling display of drawing to vote for, promotions, and a social media ticker with Pictionary updates.

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CREATIVE BRIEF
PICTIONARY THE HISTORY Pictionary was created in 1981 and has evolved into many versions, including electronic. The board game is played in teams with players attempting to identify specific words through their teammates drawings. The required skills are image recognition, drawing, vocabulary, and word play. Because of the time crunch of the game, players arent forced to be a master artist to win. In the case for small children, they would need assistance in making sure they know what the word is. In the late 1980s and 1990s, Pictionary was developed into a childrens game show, then it was reinvented to a regular game show produced by CBS Television in California. The game can be found in any toys/game store. It is also available for the Wii, XBOX360, and Playstation3. THE ROLE It is our campaigns job to give consumers the incentive to buy the classic board game they all know and love. We want to position Pictionary as a top board game that will be on the top of consumers minds when they decide they want to play or purchase a board game. THE TARGET Men and women ages 18 to 35 in three categories: young adults without children, adults with children, and middle-aged professionals without children. THE BIG DRAW Pictionary is a classic board game of outrageous drawings and quick guesses that encourages creativity and fun for all ages. THE EVIDENCE Pictionary can be used as a vocabulary tool because it relies heavily on words, word associations, and definitions for strategic play. In creating new and main social media outlets for this game, content would consist of drawing contests, news on product, drawing strategies, and a vocabulary word of the day. Guessing Members of the target audience born in the 1980s remember Pictionary as being a classic party game that has now turned into a game played at family or social gatherings. THE VISUALS Illustrations were used to keep in line with the drawing aspect of Pictionary. The illustrations are playful and uphold a fun asthetic with the help of the font. They are paired with a drawing to make it appear as though the hands drew the picture. The right corner has two page corner turned up to make the ad look like the pad of paper that is used in Pictionary to draw on.

PICTIONARY

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THE STUFF Draw. Guess. Win. Playing Pictionary is as simple as that. The tagline describes how to play the game in three short words. Players draw the selected word, their partner tries to guess the word, and if successful they win. The tagline also embraces the simplicity of Pictionary compared to other board games that are available. The call to action, Purchase online at Hasbro.com or at a toy retailer near you. urges the consumer to head to Pictionarys publishers website or to their nearest toy/game retailer to get their hands on the game.