Overview
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Mason Williams have held the beloved Asmodee account since 2022 after a competitive pitch. Although people are familiar with the entertainment company that is Asmodee who have been creating game play for over 40 years due to some of their most popular games, such as Dobble, Catan and Bananagrams - Mason Williams were tasked with creating even more noise across the UK. 
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When we started working with the brand, our mission aligned with the company’s and simply put was and still is - getting more people playing more games, more often.
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It was our job to not only increase brand awareness and drive sales but to educate consumers and media on Asmodee’s offering and what set it apart from other entertainment companies who produce or distribute board games. We needed to create hype and buzz around each new game and the old favourites - 
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• Which? Magazine featured 14 of Asmodee’s games including gems such as CATAN, Taco Cat Goat Cheese Pizza, Ticket to Ride, Pandemic, Telestrations and Codenames to its 6.4 million subscribers
• The Radio Times declared Dixit as one of its ‘Must-Have’ Board Games of 2025 to its 17.3 million readership
• ITV’s This Morning showcased Wavelength and Hues and Cues live on air as two of their Top Games for Christmas in 2024, wowing their 30.9 millions viewers.

Idea
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Our strategy has been an ‘always on’ Press Office approach to place Asmodee at the forefront of the media’s minds when talking about National and Hobby based games hitting their target audience of anyone from 3 to 90! 

Using the narrative power of games, we have worked as an extension of the Asmodee teams to create experiences that follow game players throughout their life, across all forms of media. Just like Asmodee, we are committed to offering to every person the opportunity to live great stories and play more games! 

We have orchestrated this through multi-touch point campaigns that included media relations across target titles, educating the UK press on the brand; experiential events; retailer events; and celebrity and influencer engagement.
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‍OUR CORE OBJECTIVES have been to:
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• Create consumer awareness and media conversation around Asmodee and their hero games at all times of the year alongside key buying and gifting seasons
• Educate the consumer on the story of Asmodee and help bring alive the message that everyone has an inner player in them. The doors to Asmodee are open to everyone, regardless of age or background, where every player is celebrated and every game is an experience to remember.
• Celebrity outreach to spread the word widely and driving impact through talent share of voice
• Create experiential memorable events – Game playing events up and down the country plus events with the Natural History Museum, Hamleys and other key retailers
• Encourage the creation of fun moments with friends, families and soon to be friends all year round

‍KEY RESULTS
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• The 2024 campaign alone generated  1150 pieces of coverage with a total reach of 4,666,672,063
• Prime National TV placements across the year with This Morning