Beruflich Dokumente
Kultur Dokumente
Strategic approach
Creative brief Media channels & tools choice
Red logic
Business task:
Grow awareness > involve into an oline 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 school breaks 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 game can be taken as a fail idea which is not appropriate for cool guys.
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 except foursquaropoly. 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 added values.
Creative concept
Bop it as a brand new addiction
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.
Bop It - digital strategy Red Keds, , , 2012
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 and places to avoid is provided. My life is bopping. Pages in Social Media, promoting Bop It addicts lifestyle.
Website concept
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.
Bop It - digital strategy Red Keds, , , 2012
Main page
Main page consists of information blocks put together to educate about the new addiction and prevent it from spreading: - addiction consequences; - at-risk groups; - dangerous neighborhoods; - for those who got hooked.
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 at the 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 aer they log in.
Dangerous neighborhoods
There are neighborhoods in your city that are 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 you might get invited into. Say no!!! Beware! Bop-dealers might approach you at the mall and oer to try Bop It for free. Some malls are particularly dangerous learn the addresses and keep clear!
Petition!
Sign to prohibit the dangerous spread of Bop It!
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!!!
Wiki
A wiki page about Bop It addiction and controversy around it. Some state that Bop It addiction can be good for you. Links to the websites and Social Media. If Wiki page is removed, a fake Wiki page will be created.
Extras
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!
Bop It signs
Branded Bop It signs with directions like pull, bop it, scream, etc are placed all over city: by the doors; next to the elevator buttons; at McAuto ordering, etc.
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;
Pages of bopit-addicts in VKontakte and Facebook where lifestyle is promoted, tips and memos are shared and prohibitions are laughed at.
2nd stage
ANNOUNCE BOP IT PAGE
3rd stage
SEED THE BOP IT PAGE WITHIN CURRENT SUB-CULTURES
CONTEXT
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 havent experienced addiction until you try Bop-it! or But still its nothing compared Bop-it and a link to the promosite and online-application;
CALL-TO-ACTION
1) Calculate your time spent on social media you can spend it on playing with your friends instead of commenting them; 2) Be aware or a new very addictive subculture. Play a brand new addictive game Bop it instead of watching next video.
TOOL
Application; Context; Seeding. Pre-rolls; Post-rolls.
VIDEO SITES:
RUTUBE.RU; TVIDI.RU; FILM.RU & MOLODEJJ.RU; IVI.RU
ONLINE GAMING
RUTUBE GAMING VIDEOS; GAMEGURU.RU; ONLINEGURU.RU; MAIL.RU/GAMES
Play a brand new addictive game Bop it instead of playing next level/game.
Banners.
LIFESTYLE SITES:
LOOKATME.RU; AFISHA.RU; LIVEINTERNET.RU
3RD: CELEBRATION
BOPIT.RU
PRODUCT PAGE VIRAL CONTENT: VIDEO-INSTRUCTION, INFOGRAPHICS, CONTEST WITH UGC SOCIAL DESIGN: LIST OF FRIENDS VISITED SITE, INVITATIONS GAMIFICATION: ACHIEVEMENTS & BADGES LAUNCH BOP IT YEARBOOK
SPECIAL PROJECTS SEEDING CONTEXT
FACEBOOK PAGE VKONTAKTE GROUP TWITTER BLOG
THANK YOU!