Case Study

The Client
Hasbro is an American toy and game company headquartered in Pawtucket, RI.  Founded in 1923 Hasbro has grown from a small textile remnant company to the second largest toy maker in the world and producer of the world’s best-selling board game, Monopoly.  Hasbro is now the parent company of several subsidiaries, including Playskool, Parker Brothers and Tonka, and is responsible for many games and toys that have become engrained into popular culture. 

The Challenge
Hasbro’s management team needed to reassess their approach to Web Marketing and promotion of the Monopoly brand in order to meet corporate sales and business objectives.  While overall sales of Monopoly brand products were impressive, the existing Monopoly web site was not producing the sales conversion numbers they had expected.  The site also did not meet current best practice web standards or localization needs.

Neptune Web was engaged to accomplish the following objectives:

• Create an online user experience that is fun, modern and reflective of the Hasbro brand and the personality of Monopoly games
• Establish Monopoly.com as the official “Stop” for all games Monopoly
• Generate increased qualified traffic for the Monopoly.com site
• Accommodate a world-wide audience and market
• Drive sales of Monopoly games through Hasbro Toy Shop, online and offline retailers

The Solution & Success
Neptune Web worked closely with the client’s leadership to deliver the following:

• Completely redesigned homepage and secondary level pages with a fun and playful design that speaks to the “Win it all” personality of Monopoly,  but that leverages classic branding cues, such as Mr. Monopoly, deed cards, packaging art, etc.
• A “bullet-proof,” elastic template that allows the client’s internal team to translate the site content into multiple languages without breaking the site templates in order to support localization for a global market
• A modular design to address the game’s growing product line, allowing the client’s internal team to add new product content without compromising the integrity of the site’s design
• Web pages architecturally and structurally optimized for search engine web crawlers to help drive qualified traffic to the new site, including the use of text-based copy wherever possible and content-rich landing pages for natural (organic) search engine results and pay-per-click marketing,  respectively
• A Flash game demo to grab the attention of the visitors and trigger enthusiasm for the new Monopoly game lines

Learn More:
Web Development
Neptune Web Content Management Solution
Internet Marketing