Client: Hasbro (Pawtucket, RI)
PR agency: Coyne PR (Parsippany, NJ)
Campaign: 60th Anniversary of Candy Land
Duration: August 19
Budget: Approximately $220,000

To celebrate Candy Land's 60th anniversary, Hasbro turned San Francisco's famed Lombard Street into a huge version of the board game. The effort featured Candy Land characters and players, as well as visitors from local UCSF Children's Hospital.

Strategy
Working with Coyne PR,* Hasbro's research found that the rainbow-colored path was the best-known piece of the game.

"We wanted ...