Dreamland
How can you claim an authentic position for a family store in the
gaming market?
Strategy
Based on 3 main elements:
1.
IDENTITY
family store
responsible
               6/4/09
               Slide 4
2.
TREND
social gaming
                6/4/09
                Slide 5
3.
INSIGHT
generation gap
                 6/4/09
                 Slide 6
Dreamland brings families closer
together, using social gaming




                                   6/4/09
             ...
How?




       6/4/09
       Slide 8
Dreamland
Academy for
Parents
Learn parents everything they need to know about gaming
6/4/09
Slide 10
RESULTS
HUGE PR UPTAKE
Articles in Het Laatste Nieuws, De Morgen, De Standaard en
    Het Nieuwsblad, Het Belang Van Limbu...
spend the budget
on being interesting
not on MEDIA
                       6/4/09
                       Slide 12
90 % production
10 % media
                  6/4/09
                  Slide 13
indirect:
parents thinking about it

                            6/4/09
                            Slide 14
RESULTS
Dreamland got a relevant
position in the discussion about
gaming




                                   6/4/09
   ...
6/4/09
Slide 16
6/4/09
Slide 17
RESULTS
250 parents became convinced
brand ambassadors




                               6/4/09
                         ...
parents that learned something




                                 6/4/09
                                 Slide 19
Follow up campaign




                     6/4/09
                     Slide 20
BTP case : Dreamland Academy for Parents
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BTP case : Dreamland Academy for Parents

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Case presented on Boondoggle's "Beyond The Promise Sessions" about media

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BTP case : Dreamland Academy for Parents

  1. 1. Dreamland How can you claim an authentic position for a family store in the gaming market?
  2. 2. Strategy Based on 3 main elements:
  3. 3. 1. IDENTITY family store responsible 6/4/09 Slide 4
  4. 4. 2. TREND social gaming 6/4/09 Slide 5
  5. 5. 3. INSIGHT generation gap 6/4/09 Slide 6
  6. 6. Dreamland brings families closer together, using social gaming 6/4/09 Slide 7
  7. 7. How? 6/4/09 Slide 8
  8. 8. Dreamland Academy for Parents Learn parents everything they need to know about gaming
  9. 9. 6/4/09 Slide 10
  10. 10. RESULTS HUGE PR UPTAKE Articles in Het Laatste Nieuws, De Morgen, De Standaard en Het Nieuwsblad, Het Belang Van Limburg, Klasse schreven erover, alsook verscheidene weblogs Interviews on Studio Brussel, Radio 1, Radio Donna, 4fm, Q-Music, TMF, Jim, Ketnet and WTV. 6/4/09 Slide 11
  11. 11. spend the budget on being interesting not on MEDIA 6/4/09 Slide 12
  12. 12. 90 % production 10 % media 6/4/09 Slide 13
  13. 13. indirect: parents thinking about it 6/4/09 Slide 14
  14. 14. RESULTS Dreamland got a relevant position in the discussion about gaming 6/4/09 Slide 15
  15. 15. 6/4/09 Slide 16
  16. 16. 6/4/09 Slide 17
  17. 17. RESULTS 250 parents became convinced brand ambassadors 6/4/09 Slide 18
  18. 18. parents that learned something 6/4/09 Slide 19
  19. 19. Follow up campaign 6/4/09 Slide 20
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