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Summary of efforts surrounding the premiere of DOKI animated series in Latin America.
Summary of efforts surrounding the premiere of DOKI animated series in Latin America.
Summary of efforts surrounding the premiere of DOKI animated series in Latin America.
Summary of efforts surrounding the premiere of DOKI animated series in Latin America.
Summary of efforts surrounding the premiere of DOKI animated series in Latin America.
Summary of efforts surrounding the premiere of DOKI animated series in Latin America.
Summary of efforts surrounding the premiere of DOKI animated series in Latin America.
Summary of efforts surrounding the premiere of DOKI animated series in Latin America.
Summary of efforts surrounding the premiere of DOKI animated series in Latin America.
Summary of efforts surrounding the premiere of DOKI animated series in Latin America.
Summary of efforts surrounding the premiere of DOKI animated series in Latin America.
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Summary of efforts surrounding the premiere of DOKI animated series in Latin America.

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This is a summary of the public relations strategy and efforts behind the premiere of DOKI animated series in Latin America.

This is a summary of the public relations strategy and efforts behind the premiere of DOKI animated series in Latin America.

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  • 1. DOKI Launch in Latin America / COMMUNICATIONS REPORT Page 1 LAUNCH IN LATIN AMERICA COMMUNICATIONS ACTIVITY REPORT MAY 2013 EXECUTIVE SUMMARY On Monday, April 15, 2013, Discovery Kids launched in Latin America DOKI, the long- awaited animated series inspired by its signature character and his troop of friends. Produced by Portfolio Entertainment, the 26 half-hour episode program follows Doki as he and his friends come together, embarking on fascinating expeditions to discover the wonders of the world. Each episode features two adventures planned earlier by Doki and his friends at their lakeside clubhouse. The show is intended to inspire young viewers to ask interesting questions about their world, maximize the resources at their disposal, seek out expert advice, look for clues in unexpected places and never let themselves be discouraged by obstacles in their way. The series imparts basic knowledge in a range of disciplines such as biology, astronomy, geology, geography, art, music and more. DOKI, the series, is the first original animation produced by Discovery Kids that will be distributed and broadcasted in several continents around the world. Doki, the character, was introduced by Discovery Kids in 2005. Show Promotion: Publicity efforts surrounding the launch of DOKI centered around the coordination of a comprehensive PR campaign that included a production announcement on June 11, 2012, a collection of one-on-one interviews conducted in March, 2013 with the series’ producers Julie Stall (Portfolio Entertainment) and Adriano Schmid (Discovery Kids), as well as curriculum expert Jordan Brown and Discovery Kids VP and Channel Director Angela Recio Sondon. Promotional activities continued in April with press screenings and green carpet events organized by the communications teams in Bogota, Buenos Aires, Mexico City, Rio de Janeiro and Sao Paulo which were attended by press, clients, local celebrities and opinion makers
  • 2. DOKI Launch in Latin America / COMMUNICATIONS REPORT Page 2 accompanied by their children. Activities culminated with a company-wide celebration of DOKI’s premiere on April 15 that also gave employees the opportunity to view the first episode of the show. Ratings: Each of the activities mentioned above garnered extensive and high quality media coverage across the region, but most importantly, high ratings for the show’s premiere. DOKI achieved double and triple digit increases in Mexico (vs. the previous 6 week time slot average) and propelled Discovery Kids to #1 for the weekday timeslots of 2:30pm and #1 throughout the weekend during its timeslot. In Brazil, the series also had double digit boosts and was #1 for almost all of its weekday timeslots. And in Colombia, the network was #1 during its weekday timeslot and took the #1 and #2 slot during the weekend. MEDIA RELATIONS SUMMARY 1. Number of clips: Following the activities detailed above, 155 clips were captured surrounding the story of DOKI. These include hits generated in radio, open TV, national as well as regional newspapers, magazines and websites from trade and consumer media. 2. Circulation (Reach)*: Up to May 6, print date of this report, an overall circulation of 66,930,545 had been reached for DOKI in Argentina, Brazil, Chile, Colombia and Mexico. 3. Ad Value Equivalency (AVE): We also estimate that the media coverage garnered to date has an ad value of USD $457,174 (almost half a million dollars!). 4. Credibility**: We also estimate that the credibility value of the coverage is USD$1,364,576. COVERAGE FROM INITIAL ANNOUNCEMENT (June, 2012): Country Clips Circulation AVE Credibility All 28 4,393,773 47,279 141,837 COVERAGE FROM PREMIERE (March and April, 2013): Country Clips Circulation AVE Credibility Argentina 35 25,352,619 58,616 171,848 Brazil 38 16,987,088 158,860.00 475,383 Chile 6 1,861,314 16,014 48,042 Colombia 24 2,107,254 67,333 201,999 Mexico 24 16,228,497 109,072.00 325,467.00 TOTAL 127 62,536,772 409,895 1,222,739 * Impressions are calculated by multiplying the circulation by an average of 3 readers per issue. ** Credibility is calculated by multiplying the total AVE value by 3.
  • 3. DOKI Launch in Latin America / COMMUNICATIONS REPORT Page 3 CAMPAIGN DETAILS: FIRST ANNOUNCEMENT – June 11, 2012 Discovery Kids announced the production of DOKI to create anticipation, especially in trade media. This announcement also highlighted the selection of Portfolio Entertainment as producers and world-wide distributors of the show. INTERVIEWS – March, 2013 Getting press closer to the characters of our shows always proves to be extremely effective and this was no exception. Working with Portfolio Entertainment, we were able to secure interviews with series producer Julie Stall and curriculum expert Jordan Brown. From the Discovery Kids’ end there was producer Adriano Schmid, who served as supervisor of the project, and Discovery Kids VP and Channel Director Angela Recio Sondon. The idea behind securing these interviews was to promote DOKI from the entertainment, educational and industry angles. Stall Brown Schmid Sondon PRESS KIT In addition to these interviews, and to further promote the series, the Miami communications team developed and provided the PR teams across the region with a high- end press kit that was also a premium. The kit included a USB that contained information, images and the first episode of DOKI in Spanish and Portuguese, a passport, as well as a branded silicon bracelet and lanyard. The premium contained in the kit was a canvas backpack which was a replica of Doki’s bag in the show.
  • 4. DOKI Launch in Latin America / COMMUNICATIONS REPORT Page 4 SCREENING EVENTS AND TOWN HALL MEETING – April 6-15, 2013 The launch of DOKI was a milestone for Discovery Kids, and the occasion called for a big celebration so, a collective decision was made to host screening events a-la-movie premiere in each key market. Below are highlights from each event: SAÕ PAULO AND RIO DE JANEIRO, APRIL 6 AND 7TH Avant premiere on April 6th, in Sao Paulo, held at JK Iguatemi’s movie theater. Guests watched the first two episodes of DOKI and later took pictures with Doki and Mundi at the meet & greet point before and after the screening. Journalists from top media outlets such as Folha de S. Paulo, Meio & Mensagem, Vogue Kids, UOL, Pais & Filhos and QUEM, among others, attended the event. Total attendance: 308 guests On April 7th, journalists, special guests and celebrities from Rio de Janeiro viewed the sneak preview of the series, took pictures with the characters and the children were able to engage in drawing activities. Important to highlight the presence of Samia Mazzuco, reporter from Rede Globo, and local personalities Danielle Winits, Bianca Rinaldi, Glória Maria, Mel Maia, Rosa Maria Murtinho. Total attendance: 236 guests. SAÕ PAULO RIO DE JANEIRO
  • 5. DOKI Launch in Latin America / COMMUNICATIONS REPORT Page 5 BUENOS AIRES, APRIL 6 Event held at a local movie theater for press and their children, with a total attendance of 60 journalists and 57 kids. Important to highlight the presence of the famous Argentine comedian and show host Sebastián Wainraich, who came with his daughter. MEXICO CITY, APRIL 10 Event also held at a local movie theater with three separate screenings, filled to capacity. Attendees included local celebrities, socialites and 30 journalists who came with their children. Important to highlight the presence of the following media outlets: Reforma, Excélsior, El Universal and Quién, among others. Total attendance: 190 guests. BOGOTA, APRIL 13 Event took place at the auditorium of Gimnasio Moderno, a local private school. Screening was attended by approximately 200 guests, which included press, clients and local celebrities who came with their children. Important to highlight the presence of 20 toddlers from ICBF, a local institution that lends assistance to underprivileged children. Media outlets present at the event included 15 Minutos Magazine, Semana Magazine, El Tiempo newspaper, RCN Television, Cromos and Hola Magazines, among others.
  • 6. DOKI Launch in Latin America / COMMUNICATIONS REPORT Page 6 TOWNHALL CELEBRATION, APRIL 15 Screening event for employees of DNLA-USH. Simultaneous broadcast to all Discovery offices across the region.
  • 7. DOKI Launch in Latin America / COMMUNICATIONS REPORT Page 7 SAMPLES OF THE TOP COVERAGE RECEIVED IN MARKET ARGENTINA Diario Clarin
  • 8. DOKI Launch in Latin America / COMMUNICATIONS REPORT Page 8 BRAZIL Crescer Magazine
  • 9. DOKI Launch in Latin America / COMMUNICATIONS REPORT Page 9 CHILE El Mercurio
  • 10. DOKI Launch in Latin America / COMMUNICATIONS REPORT Page 10 COLOMBIA El Pais, Cali
  • 11. DOKI Launch in Latin America / COMMUNICATIONS REPORT Page 11 MEXICO Milenio Newspaper

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