hot wheels record breakers proposal
TRANSCRIPT
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MATTEL CREATIONS
HARNESSING UGC Insights and Proposal June 2016
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MATTEL CREATIONS
ORGANIZE UGC ELEVATE BRAND DRIVE CONVERSION
HARNESSING UGC
THE CHALLENGE
Influence user-‐generated content
direcEon and purpose.
Test new business model that leverages UGC and shows posiEve ROI
Create compelling formula that delivers
brand promise
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MATTEL CREATIONS
0 10 20 30 40 50 60 70 Millions
User Generated Hot Wheels Created
53 Million
13MM 3MM 3MM 1.85MM 778K 500K*
Apps & Games .com
YouTube top-‐500 videos featuring Hot Wheels branded IP, Instagram posts tagged #hotwheels x average # of followers per user (350), public menEons on Facebook x average number of friends per users (338), Twi_er menEons x average number of followers per user (200). Pinterest guessEmate.
Average Monthly Reach by Channel Branded Content, Organic Reach vs. User Generated Content Reach, 2015
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MATTEL CREATIONS
+527 Million Views
of Hot Wheels Content in Last 12 Months
94% Content Created by Fans 63%
Top 500 Hot Wheels Videos, last 12 months as of February 8th, YouTube.com Search: Hot Wheels
DIGITAL LANDSCAPE
YouTube
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MATTEL CREATIONS
January February March April May June July August September October November
42,990 #hotwheels posts, last 30 days
243% in 2015
StaEgram as of 12/13/15 and Synthesio MenEons on Instagram
DIGITAL LANDSCAPE
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MATTEL CREATIONS
Home Movies
Buy Sell Trade
Photography Custom Kits
New Ideas
DIGITAL LANDSCAPE
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MATTEL CREATIONS
Every minute, a new post tagged #hotwheels hits Instagram
StaEgram, as of 12/13/15
DIGITAL LANDSCAPE
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MATTEL CREATIONS
RECORD BREAKERS #
HARNESSING UGC
THE SOLUTION
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MATTEL CREATIONS
Dollar Shave Club
+3 Million Subscribers
$615MM
Blue Apron
+4 Million Subscribers
$2B
HARNESSING UGC
Comps
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MATTEL CREATIONS
HARNESSING UGC
Comps
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MATTEL CREATIONS
MAKE HISTORY
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MATTEL CREATIONS
HARNESSING UGC
Proposal
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MATTEL CREATIONS
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MATTEL CREATIONS
Monthly SubscripEon Box: Record Breakers
$9.99 -‐ 29.99 / Month • Each month delivers a new record to set. • Each box includes a Hot Wheels car, • Includes all track pieces and items to recreate
featured stunt or challenge.
HARNESSING UGC
Proposal
Set up instrucEons
Prize
Coupon to drive to retail
Hot Wheels Car
Stunt of the month, long jump example includes a clamp, two pieces of track a ramp and a catcher
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MATTEL CREATIONS
I A M T H E # R E CO RD B R E A K E R
ACHIEVEMENT
Get famous
EXPERIMENTATION
Perfect the stunt
CREATIVTY
Capture the moment
COMPETITION
Accept the challenge
EXHILIRATION
Your box arrives