OCTOBER 24, 2012 | PREPARED BY: ANDY PRATT | Funny Garbage | Creative DirectorMELODY HAN | Taboola | Sponsored Content Sales
Playground Sessions is a fun and interactivenew software platform that teaches you how to play the piano/keyboard using popular songs you know and love • Audience skews male (~70%) • 60% aged 19-30 years old • Very few are buying for their children • Slightly more than half of users are outside of the US • Income is mostly <100k • 40-50% are students
THEY LOVE: themselves,AGE GROUPS: their friends, preteens, pop culture &tweens, teens, celebrities (in young adults THEY ENJOY that order) LEARNING (as long as it doesn’t feel like learning) https://twitter.com/search?q=%22if%20i%20could%20play%20piano%22&src=typd
AGE GROUPS: preteens,tweens, teens, young adults THEY ARE: digitally connected, socially savvy, mobile “Despite the stereotype of young urban adults and business travelers driving the purchase of so many iPhones and Blackberry devices, it’s teens who are coming onto the mobile Internet in droves. Nielsen recorded a 45 percent surge in usage among teens 13-17 in July,” Mike Shields - AdWeek http://www.adweek.com/news/technology/mobile-internet-usage-nielsen-study-113615
AGE GROUPS: preteens,tweens, teens, young adults THEIR DIGITAL INTERESTS: pop culture, friends, music and games TEENS LOVE MUSIC AND VIDEOS: 88% downloaded music & videos TEENS LOVE PLAYING GAMES: 82% played games TEENS LOVE BEING SOCIAL: 88% used Facebook Stats based on behavior in the last year http://www.slideshare.net/nickblack/digital-teens-the-drivers-of-digital-behavior (SLIDE 7)
Playground Sessions builds on their digital interestsTEENS LOVE MUSIC AND VIDEOS:“Playground lets you pick songs that inspire you the most. “TEENS LOVE PLAYING GAMES:“Suddenly practicing feels more like a game than a chore,which makes all the difference.”TEENS LOVE BEING SOCIAL:“Use Facebook DailyEarn badges for youraccomplishments, then proudly display and share themwith friends.” Quotes taken directly from playgroundsessions.com
COMMUNICATIONS FRAMEWORKCURRENT BEHAVIOR • Users are finding their way to the Playground Sessions site, but sales of the software are not ideal and conversion rate is lowDESIRED RESPONSE • Wider awareness of the product amongst target audience & decision makers (parents) • Increase in qualified traffic to website with higher conversion rate (>0.75%) • Increase in sales
MEDIA CHANNELS TV/Pop Culture Websites • MTV, Nick/TeenNick, Glee, American Idol, The Voice Social & Music Websites • Twitter, Facebook, MySpace, Songza, Pandora, Spotify, Vevo Mobile • Mobile ads in games/apps, QR codes Search • SEO: Google, Amazon; Discovery: Taboola, Outbrain, YouTube
PHASES & MESSAGING Phase 1: Phase 2: Phase 3: Retention Awareness Acquisition & Sharing• Focused media buys on TV websites (MTV, Glee, American Idol)• Social/music site promotions and Buzzfeed sponsored content campaigns http://www.buzzfeed.com/babymantis/15-animals-that-have-started-their-own-band-1opu• Searches for keyboard purchases (Amazon) and “how to play” queries - possibly also sell software via additional Amazon storefront?• “Discoveries” and earned media• Celebrity endorsements with known champions of music/arts education like Alicia Keys
PHASES & MESSAGING Phase 1: Phase 2: Phase 3: Retention Awareness Acquisition & Sharing• Mobile-optimized microsite with “Add to Wishlist” option for teens to send to parents• On-ramp system allowing users to sign up by promoting a favorite song to learn from immediately (current website homepage is appealing to adults, but not as dynamic as necessary for teens)• Best "piano/keyboard purchase guide" designed to appeal to kids and parents http://bit.ly/RqK6sV• Choice of songs with lyrics in addition to instrument-only compositions to capitalize on those who also wish to sing
PHASES & MESSAGING Phase 1: Phase 2: Phase 3: Retention Awareness Acquisition & Sharing• Free song giveaway as reward once social sharing level reached• Referral bonus for learning with friends• Gamification (as above) with GetGlue badges for number of songs learned, videos uploaded, sharing & referrals (influencing)• Promotion where celeb picks favorite user generated PS performance• Reverse karaoke app (you add the piano track, or piano and vocals)
SUCCESS! WE SEE: • We are suggesting a new PlaygroundIncreased conversion Sessions homepage with an on-ramp system rate on site (> .75%) designed to hook Teens. This homepage provides specific metrics for teens. Increased brandawareness measured • Measured by FB likes, Twitter followers andby FB likes and Twitter the use of a branded Twitter hashtag followersIncreased use of UGC on YouTube of users • This could be encouraged by having a pop celebrity pick their favorite rendition of their playing their favorite song, sharing bonuses/rewards songs
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