Cranium is a family board game that requires teams to perform a range of factual and creative tasks including acting, sculpting and answering general knowledge questions.
The campaign, targets women between 21 and 40 and was developed by experiential agency RPM to generate interest and word of mouth surrounding the game.
Hasbro will use social networking sites such as Facebook to engage with and build relationships with gamers by encouraging user-generated content.
Interactive content and competitions inviting players to “discover their Cranium DNA” and create a Cranium “Dream Team” are designed to get gamers involved in more than playing the game.
Players can upload footage of their game nights to Facebook to enter weekly competitions, with a chance to win a trip to a Paris, Burgundy, Barcelona, or Rome.