hasbro addiction
TRANSCRIPT
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Bop It - digital strategyRed Keds, , , 2012
Bop it
Digital strategy
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Bop It - digital strategyRed Keds, , , 2012
Strategic approachCreative brief
Media channels & tools choice
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Bop It - digital strategyRed Keds, , , 2012
Red logicBusiness task:Grow awareness > involve into an oflline game > iniciate a purchase.
Whos the target audience and what distracts their attention now?The core: 14-21. Broad audience 10-30.They like to hang out with their friends spontaneously (not necessary on fridays even at work during lunch or at schoolbreaks while the teacher is lait for a lesson).
They need a general tool for creating fun around them which never fails and helps to unite people and friends. .OCCASIONS: school breaks, cafes, home parties, vacations, parks etc,BUSINESS SOURCE: board games like Activity, Uno + any other time-killers (even including smoking).
Consumer insight:Board games are sometimes associated with nerds or something very childish, thats why a proposal to play a board gamecan be taken as a fail idea which is not appropriate for cool guys.
Most effective touchpoints:Branded site, social media, lifestyle and time-killing sites.
How does the category engage and how can we challenge this?Current board games category is not a mainstream because and there are not much creative and involvinf campaigns exceptfoursquaropoly. But still the category is perceived as something for narrow audience.We can destroy this stereotype and grow audience by giving an added value for playing Bop it for teens and young adults.
Communictaion role:Bop it beats the stereotype that board games are for kids or for people with no other interests by telling about cool addedvalues.
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Bop It - digital strategyRed Keds, , , 2012
Creative conceptBop it as a brand new addiction
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Manifesto and moodboard
Frantically checking Facebook? Munching on donuts when nobodys looking? Shopping till you drop?
Beware! A new addiction its on its way.
An addiction so powerful, it leaves no room for anything else.
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Bop It - digital strategyRed Keds, , , 2012
Bopping a new powerful addiction
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Mechanics
Say NO to bopping!An interactive website warns and educates visitors about the new
addiction, its symptoms and consequences. The list of Bop It dealers andplaces to avoid is provided.
My life is bopping.Pages in Social Media, promoting Bop It addicts lifestyle.
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Website concept
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Entering the website
The site starts with a disclaimer about potential consequences of becoming addicted to Bop It.
Use your own discretion when entering!
Quick tour explains that a highly addictive game is now allowed in Russia.
Warning! You might be in at-risk group!
Prove that you are of bopit-legal age and enter to learn more.
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Bop It - digital strategyRed Keds, , , 2012
Main page
Main page consists of
information blocks puttogether to educate about
the new addiction and
prevent it from spreading:
- addiction consequences;
- at-risk groups;- dangerous neighborhoods;
- for those who got hooked.
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Bop It - digital strategyRed Keds, , , 2012
Addiction consequences -
body scheme
Learn what happens to thebody when you become
addicted to Bop It!
Interactive info-graphic allows
you to choose a Bop It difficulty
level and see what happens tothe body:
- the pupils enlarge till they pop at an
expert level;
- the fingers grow bigger, at an
expert level an extra finger mightgrow on each hand;
- the knees become flexible both ways
due to constant bouncing.
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Bop It - digital strategyRed Keds, , , 2012
Addiction consequences -your social life before and aster
Info-graphic shows dreadful change
in social life that happens when one
is on Bop It.
- no more quiet alone time;
- overwhelming amount of phone calls;
- people gathering around wherever you go.
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Bop It - digital strategyRed Keds, , , 2012
Addiction consequences - video
We see a group of friends
happily playing Bop It and havinga good time.
Voice-over:
Pay attention to the typical symptoms!
Uncontrollable laughter, compulsive
rhythmical movements, prolonged stateof euphoria.
It might happen to you, if you are not
cautious.
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Bop It - digital strategyRed Keds, , , 2012
At-risk
Warning! Your friends might be at risk of
this new powerful addiction!
Check the list of typical Bop It addict
types. Think if you know anybody like
that.
Your friend tends to pull on door knobs,
push the elevator buttons and shout atthe concert?
They might become a next Bop It addict!
Choose a friend at-risk from the list of
your VK/FB friends and post a warning
on their wall with one simple click.
Information about a person becoming addicted
is posted on their wall aster they log in.
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Dangerous
neighborhoods
There are neighborhoods in your city thatare not bopit-safe.
Check the list of places where Bop It
addicts get together and avoid them at all
costs.
You can also check the list of prohibited
Bop It addicts groups in Social Media youmight get invited into. Say no!!!
Beware! Bop-dealers might approach you
at the mall and offer to try Bop It for free.
Some malls are particularly dangerous -
learn the addresses and keep clear!
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Bop It - digital strategyRed Keds, , , 2012
For those on Bop It
If you are on Bop It already, its
impossible to get off.
But there are things you can do tomake it easier.
Be responsible and check in with the
rehabilitation center.
Invite your VK/FB friends that have a
similar condition.
Rehab offers activities to help
monitor usage of Bop It(tournament table, event calendar,
forfeit suggestions).
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Bop It - digital strategyRed Keds, , , 2012
Petition!
Sign a petition to make Bop It illegal in Russia and save thousands of friends from becoming Bop It addicts!
When 100 signatures are reached, the petition will be sent to Tatyana A. Golikova, the Russian Federation
Minister of Health and Social Development. Stop the Bop It!!!
Sign to prohibit
the dangerous spread of
Bop It!
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Bop It - digital strategyRed Keds, , , 2012
Wiki
A wiki page about Bop It addiction and
controversy around it.
Some state that Bop It addiction can begood for you.
Links to the websites and Social Media.
If Wiki page is removed, a fake Wiki page
will be created.
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Extras
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Bop It responsibly!
If you are on Bop It make sure you
dont spread it around.
There are places in the city branded
with Bop It signs to keep your
addiction at bay.
If you need to Bop It - do it there!
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Bop It - digital strategyRed Keds, , , 2012
Bop It signs
Branded Bop It signs with directions
like pull, bop it, scream, etcare placed all over city:
by the doors;
next to the elevator buttons;
at McAuto ordering, etc.
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Social media promotion strategy
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Bop-it as a brand new cool addiction
Brand role in social media: to promote Bop-it lifestyle
emphasizing how cool its to be Bop-it addicted;
Tone of voice: friendly and controversial;
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Bop It - digital strategyRed Keds, , , 2012
Bop It addicts are coming!
Pages of bopit-addicts in VKontakte and Facebook where lifestyle is promoted, tips and
memos are shared and prohibitions are laughed at.
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Bop It - digital strategyRed Keds, , , 2012
Social media promotion strategy
Facebook.com & Vkontakte.ru
1st stage
INTRODUCE BOP IT MEME
http://meme-generator.ru/latesthttp://www.facebook.com/mtv.ruhttp://vk.com/comics_pagehttp://vk.com/comicsall
reach = 452 000
2nd stage 3rd stage
ANNOUNCE BOP IT PAGE
http://vk.com/cartekacabhttp://meme-generator.ru/latesthttp://www.facebook.com/mtv.ruhttp://vk.com/comics_pagehttp://vk.com/comicsall
reach= 514 000
SEED THE BOP IT PAGE
WITHIN CURRENT SUB-CULTURES
http://vk.com/hip_hop_shithttp://vk.com/bassmyasshttp://skateboarding.ru/http://vk.com/club97572 -
http://www.facebook.com/traektoria
reach=65 000
CONTEXT
http://skateboarding.ru/http://skateboarding.ru/http://skateboarding.ru/http://skateboarding.ru/http://skateboarding.ru/http://skateboarding.ru/http://skateboarding.ru/http://skateboarding.ru/http://skateboarding.ru/http://skateboarding.ru/http://skateboarding.ru/http://skateboarding.ru/http://skateboarding.ru/http://skateboarding.ru/http://skateboarding.ru/http://skateboarding.ru/http://vk.com/comics_pagehttp://vk.com/comics_pagehttp://vk.com/comics_pagehttp://vk.com/comics_pagehttp://vk.com/comics_pagehttp://vk.com/comics_pagehttp://vk.com/comics_pagehttp://vk.com/comics_pagehttp://www.facebook.com/mtv.ruhttp://www.facebook.com/mtv.ruhttp://meme-generator.ru/latesthttp://meme-generator.ru/latesthttp://vk.com/cartekacabhttp://vk.com/cartekacabhttp://vk.com/comics_pagehttp://vk.com/comics_pagehttp://vk.com/comics_pagehttp://vk.com/comics_pagehttp://vk.com/comics_pagehttp://vk.com/comics_pagehttp://vk.com/comics_pagehttp://vk.com/comics_pagehttp://vk.com/comics_pagehttp://vk.com/comics_pagehttp://www.facebook.com/mtv.ruhttp://www.facebook.com/mtv.ruhttp://meme-generator.ru/latesthttp://meme-generator.ru/latest -
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Bop It - digital strategyRed Keds, , , 2012
Bop it at Twitter.com promotion
REPLY TO ADDICTED PEOPLE
1) Launch Bop-it twitter account with links to the promo-site, facebook page and vkontakte page;2) Promote Bop-it life style introducing Bop-it life style tips (1-2 per day);3) Find tweets with , etc. tags and answer them You haventexperienced addiction until you try Bop-it! or But still its nothing compared Bop-it and a link to the promo-site and online-application;
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Bop It - digital strategyRed Keds, , , 2012
Be addictive with bop it promotion
ADDICTION
TOUCHPOINTCALL-TO-ACTION TOOL
SOCIAL MEDIA:
VKONTAKTE.RU;
FACEBOOK.COM;
TWITTER.COM.
1) Calculate your time spent on social media youcan spend it on playing with your friends instead ofcommenting them;
2) Be aware or a new very addictive subculture.
Application; Context; Seeding.
VIDEO SITES:
RUTUBE.RU;
TVIDI.RU;
FILM.RU & MOLODEJJ.RU;
IVI.RU
Play a brand new addictive game Bop it instead ofwatching next video.
Pre-rolls; Post-rolls.
ONLINE GAMING
RUTUBE GAMING VIDEOS;
GAMEGURU.RU;
ONLINEGURU.RU;
MAIL.RU/GAMES
Play a brand new addictive game Bop it instead ofplaying next level/game.
Banners.
LIFESTYLE SITES:
LOOKATME.RU;
AFISHA.RU;
LIVEINTERNET.RU
1) Become a member of a brand new subcultureaddictive to a new type of addiction. Special project; Banners.
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Bop It - digital strategyRed Keds, , , 2012
Site promotion plan
BOPIT.RU
1ST: BUILDING AWARENESS 2ND: TACTIC INVOLVING CAMPAIGNS 3RD: CELEBRATION
PRODUCT PAGE
SOCIAL DESIGN: LIST OF FRIENDS VISITED SITE, INVITATIONS
GAMIFICATION: ACHIEVEMENTS & BADGES LAUNCH
FEB MAR APR MAY JUN JUL AUG SEPT OCT NOV DEC
FACEBOOK PAGE
VKONTAKTE GROUP
TWITTERBLOG
VIRAL CONTENT: VIDEO-INSTRUCTION, INFOGRAPHICS, CONTEST WITH UGC
BOP IT YEARBOOK
BANNERS
PRE/POST ROLLS
SPECIAL PROJECTS
SEEDING
CONTEXT
PRE/POST ROLLS
SEEDING
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THANK YOU!