btp case : dreamland academy for parents
DESCRIPTION
Case presented on Boondoggle's "Beyond The Promise Sessions" about mediaTRANSCRIPT
DreamlandHow can you claim an authentic position for a family store in thegaming market?
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?
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