PAVING A DIGITAL BRIDGE FOR HASBRO PULSE
#Recruiting #QualitativeInterviews #DigitalAnthropology
Situation: Hasbro Pulse, the innovation sector of Hasbro, has always had the future in mind, and with the quick rise of NFTs/ Metaverse/ 3D Printing, they saw an opportunity to reach a new digitally savvy audience. We were tasked to build a bridge that took them from a collectibles site into a fan experience brand with digital at its core. This shift had to attract the growth audience but also bring their core fans across the bridge.
More control for fans
Approach: I was tasked with recruiting and conducting one-on-one interviews with sixteen super-fans from the US and UK (four from each segment.) To be considered, all segments had to share a strong affinity towards Hasbro Pulse, but also show passion towards specific IPs that matched their segment. Homework was given to participants to see how deep their passion went.
Insight: Through our interviews we were surprised fans had very little experiences where tech and their favorite fandoms crossed. However, we found what fans craved most was to be more in control over their play and collecting experiences. We saw technology as the vessel to give them just that.
Turning dreams into reality
Hasbro Pulse acted quickly, developing the “Selfie Series,” a fan-centric experience that gave fans more control by using 3D technology allowing fans to put their face on their favorite characters.
