Hasbro online contest collects user-generated ads

Hasbro kicked off a digital campaign promoting its Nerf brand toys on May 17. The effort includes social media, e-mail marketing, user generated video and an online contest. Alcone Marketing Group created the campaign.

Nerf is encouraging consumers to make their own commercials for the brand in the “Battle of the Ads” campaign. Consumers can upload videos to Nerf's campaign website for the chance to win $10,000. Hasbro is encouraging consumers to share their videos through social networks and e-mail.

Consumers must register and disclose their mailing address, phone number and e-mail address to enter. There is an option to receive e-mail updates from Hasbro as during registration.

Consumers can download music, Nerf logos and imagery and special effects from the campaign website to use in their videos. Visitors can also vote for videos and track how many times their ads have been viewed. Nerf will judge the videos in its five product segments, including dart tag, sports and super soakers. The brand is also giving daily prizes to registrants.

The winning ad will run on Nerf's YouTube channel and on TV as part of the brand's 2010 campaign.

A Hasbro representative could not be immediately reached for comment.