My Little Pony Fetes Day of Friendship

Hasbro celebrated the annual day with new digital experiences, “Snapchat” lenses, live events and more.

GLOBAL–Hasbro’s My Little Pony brand celebrated this year’s International Day of Friendship, July 30, with a new social campaign and an assortment of events around the world.

Developed in collaboration with digital media company SoulPancake, the global social campaign included two video montages–Friendship Across the Globe and Through the Eyes of a Friend. The first video highlighted people of diverse ages and backgrounds retelling the moments they realized they’d made a friend for life and what makes their friend special. Meanwhile, the second video invited parents to hear how their child was doing in school and surprised them with a report card from their child’s best friend.

The social campaign also includes a week-long custom “Snapchat” lens featuring the Mane 6 as well as the Ponies’ homeland of Equestria. The lens is currently available in the U.S.

Finally, Hasbro hosted a score of friendship day events–such as Friendship Runs and the Friendship Bus Tour–in the U.S., U.K., Italy, Brazil, Taiwan, Russia, Mexico and Singapore.