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FOUNDATIONS

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by

Lydia Kim

on 21 November 2013

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Transcript of FOUNDATIONS

FOUNDATIONS
LAUNCH CAMPAIGN
11.13.2013

YOUR TEAM
NATHAN THE COUCH CRUSADER
Awareness -
BUILD
excitement

ROI -
INSPIRE

people to purchase

Engagement -
CREATE
community


FLOWCHART
CHALLENGES
Promoting a New Franchise

Driving Sales

Making Sci-Fi Sexy

CONSUMER INSIGHT
MEDIA INSIGHT
#THEEND.
AGENDA
Landscape Snapshot
Challenges & Opportunities
Target and Consumer Insights
Media Plan Objectives
Campaign Overview and Recommendation
Budget and Flighting
OPPORTUNITIES
Today’s “Gamers” are Well-Rounded

Futuristic Technology is in the Spotlight

People Seek Out Experiences


TARGET
CASUAL GAMER
MEDIAN AGE: 28
AVG. HHI: $70,000
OCCUPATION: SALES
Adventurous
Creative
Well Informed
Tech Savvy
Risk Takers
Opinionated
Values Opinions
Social
Influencers
Vocal
Hard Workers

Couch Crusaders
value
& rely on a connected digital
ecosystem
but desire a tangible sense of
belonging
50% OF CONSUMERS TIME ONLINE [ DESKTOP OR MOBILE] IS SPENT ON SOCIAL NETWORKS
2012 Nielsen Social Media Study
OUR AUDIENCE IS 41% MORE LIKELY TO BELIEVE THAT THEIR FRIENDSHIPS WOULDN'T BE AS CLOSE WITHOUT THEIR CELLPHONE
Simmons Spring 2012 NCS Adult Full Year|Study|Prizm
OBJECTIVES
ACHIEVING A HIGH SOCIAL STATUS IS IMPORTANT


143
ADVENTURE IS IMPORTANT


131
ATTENDED MUSICAL PERFORMANCES IN THE LAST 12 MONTHS

181
LISTENS TO ELECTRONIC/DANCE MUSIC

218
“FIRST, THE CONTINUED USE OF THE WORD "OUR" IN YOUR PROMOTIONS - GREAT WORK TRYING TO MAKE IT MORE THAN A PERSONAL, AN INDIVIDUAL EXPERIENCE."
Facebook Comment by Follower of Destiny The Game

COMPETITIVE LANDSCAPE
#BECOMELEGEND.
#THANKYOU.
PRE-ORDER
MANIFEST DESTINY
LAUNCH
EXTEND MESSAGE
BRING
DESTINY
TO LIFE!

MANIFEST DESTINY 2014


DeadMau5
La Roux
Zedd
Dillon Francis
HeadHunterz
Groundislava

LOCATION
Saturday, May 10th 2014
Vasquez Rocks
Immersive 360 experience

EDM indexes high against our target
High crossover, reaches the casual gamer
Generates buzz while pushing pre-orders
Built-in audiences with mass awareness
Makes sci-fi sexy
Bridging gap between trends & gaming
Creates a community
Shared interests & brand experience

WHY IT WORKS: MAKING FANTASY REALITY

Create a sense of
community

beyond
the game
2013 MRI Target Run
2013 MRI Target Run
2013 SimmonsTarget Run
Gaming
Lounges
Gaming personalities
Test the game
3D Experience
Ocular helmets
Responsive Walls
Light shows & 3D projection mapping

PERFORMING ARTISTS
CREATING AN EXPERIENCE
Full transcript