SOURCE: House Party

February 13, 2013 12:00 ET

Toy and Game Industry Adds Experience-Driven Social to Its Marketing Playbook -- Powered by House Party

Experience-Driven Social Beats Out Other Marketing Channels With Average Brand Lifts of Over 300%

NEW YORK, NY--(Marketwire - Feb 13, 2013) - Toy Fair -- Hasbro, Fisher Price, SONY Playstation, Nintendo and LEGO have all joined the Party. House Party, a leading social marketing company http://corp.houseparty.com/, announced today that it has seen double digit growth in the toy and game industry through partnerships with many of the top brands. Each of these major toy and game companies -- and many more -- have experienced unmatched engagement, advocacy, and incomparable brand and sales lifts through the power of House Party's experience-driven social marketing platform. 

House Party's social marketing platform makes earned media more powerful. Many toy and game marketers recognize that, when done properly, earned media is the most powerful marketing. However, many don't yet realize that experience-driven earned can have the power and reach to both build brands and drive sales as well as, or better than, all other channels. And, it can be accurately measured and reported in the metrics marketers are used to. 

For example, in comparison with Vizu/Nielsen metrics on digital display campaigns, House Party's stats in the toy and game business are off the charts -- brand lifts of over 300% compared with the 0-30% average brand lifts of online advertising. When it comes to winning hearts, minds and wallets, House Party's platform drives average favorability lifts of 314%, advocacy-intent lifts of 310% and purchase-intent lifts of 328%. 

"Brands just don't get these kinds of lifts by starting conversations on Facebook, let alone running TV commercials," said House Party CEO Chris Maher. "House Party campaigns turbo-charge a company's brand by putting products -- in this case, toys and games -- into the homes and hands of thousands of party hosts and their friends, scaling their recommendations through social media, and generating unmatched engagement, advocacy, brand and sales lifts."

Each 8-12 week House Party campaign kicks off with an announcement and the recruitment of a brand's most passionate influencers, with an average of over 20,000 applicants chosen from a pool of hundreds of thousands. A typical House Party offers 3000-5000 fans the opportunity to host a party and share in a memorable in-person brand experience. During the campaign, the lucky hosts gain access to House Party's digital platform to plan the party and get the word out. A week before the parties, hosts receive a party pack of branded goodies. Then, after weeks of planning, prepping, talking and sharing stories, everyone celebrates together nationwide on the same party day. And via their personal party sites and across their own social networks, hosts "talk it up" with one easy click, sharing party stories in the form of blog posts, tweets, photos, videos and more, memories that lift brand and sales metrics long after the party is over. 

According to Maher, "With toy and game brand marketers' growing focus on earned media and the power of word-of-mouth, I believe we are perfectly poised for success."

With roots in the video game business dating back to 2009, House Party has recently expanded to reach virtually all facets of the toy industry including family board games (Telestrations), adult board games (Battle of the Sexes), first toys (Fisher Price Grow & Learn) and classic toys for all ages (Lego). 

About House Party, Inc.
House Party is a social marketing platform that drives consumer recommendations to build brands and increase sales. Our in-home parties -- hosted by influential brand advocates and scaled through social media -- generate unmatched engagement, advocacy, and lifts for the world's best loved brands. Follow us @HousePartyInc.

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