btp case : dreamland academy for parents

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Case presented on Boondoggle's "Beyond The Promise Sessions" about media

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Page 1: BTP case : Dreamland Academy for Parents
Page 2: BTP case : Dreamland Academy for Parents

DreamlandHow can you claim an authentic position for a family store in thegaming market?

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StrategyBased on 3 main elements:

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1.IDENTITY

responsiblefamily store

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2.TRENDsocial gaming

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3.INSIGHTgeneration gap

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Dreamland brings families closertogether, using social gaming

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How?

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Learn parents everything they need to know about gaming

DreamlandAcademy forParents

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HUGE PR UPTAKE

RESU

LTSArticles in Het Laatste Nieuws, De Morgen, De Standaard enHet Nieuwsblad, Het Belang Van Limburg, Klasse schrevenerover, alsook verscheidene weblogs

Interviews on Studio Brussel, Radio 1,Radio Donna, 4fm, Q-Music, TMF, Jim, Ketnet and WTV.

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spend the budgeton being interestingnot on MEDIA

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90 % production10 % media

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parents thinking about itindirect:

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Dreamland got a relevantposition in the discussion aboutgaming

RESU

LTS

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250 parents became convincedbrand ambassadors

RESU

LTS

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parents that learned something

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Follow up campaign