The winning Award was for 'Best Branded Sponsorship or Product Integration'. This is fantastic industry recognition for our successful integration of the launch of the Family Feud Disney Edition Board Game into a special episode of Australia’s favourite game show, Family Feud.
In presenting FMA with the Award, Mumbrella BEfest announced "This was a great collaboration involving multiple stakeholders, a flawless and effective integration of Disney into Family Feud to drive business results”.
This special episode of Family Feud was a collaboration with our broadcast partner Network Ten, the producers of the board game Imagination Games and one of the biggest brands in the world, Disney. It saw two families take on questions about an array of Disney characters and movies to win a trip to Disneyland. Mickey Mouse made a rare Australian television appearance, and the program was supported by a comprehensive on-air, in-store and digital campaign across all stakeholders platforms.
There are many in our business who share in this Award. The project was lead by our Brand Partnerships team – Zara Curtis, Amber Brown, Liz Burnett, Katy Trevethan - who worked in tandem with our Family Feud production team with Executive Producer Pam Barnes at the helm. Our Digital, Legal and Communications teams also played key roles in the project’s success.
The Family Feud Board Game is one of our great success stories. First released in December, 2014, it has sold over 300,000 units and it is the No. 1 board game in Australia, more than doubling Monopoly’s sales in the same period. The Disney Edition is the third in the franchise, with big announcements to come regarding the next edition planned for 2017. A local version of the board game was also recently launched in New Zealand and has taken the territory by storm. Particular congratulations to Liz Burnett, Director, Consumer Products, on the board game’s success.
It is worth noting that in quite a few categories at the Mumbrella BEfest Awards a Gold was not awarded as a particularly high standard needed to be met to achieve Gold. We were also in a very tough category, hotly contested by brands and broadcasters.
Full list of winners here.