Sony pics kids 2011 public


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Sony pics kids 2011 public

  1. 2. This is Stardoll <ul><li>The destination for virtual fashion and entertainment where users can express their creativity around fashion, celebrity, virtual shopping and dress-up games </li></ul><ul><li>Currently 97 million registered users the audience is deeply engaged in all aspects of self-expression, discovery, and communication </li></ul><ul><li>The site is updated daily with over 80,000 new fans joins daily across the globe </li></ul><ul><li>Stardoll HQ is based in Stockholm, with offices in Los Angeles, London, New York and Düsseldorf employing over 100 people </li></ul>
  2. 3. <ul><ul><li>Creative, compelling content </li></ul></ul><ul><ul><li>Wide reaching fully engaged global audience </li></ul></ul><ul><ul><li>Safe environments </li></ul></ul><ul><ul><li>Single buying point to access kids and their parents </li></ul></ul><ul><ul><li>Highly efficient media platform </li></ul></ul>Market leading reach of teens, tweens and parents
  3. 4. 27 th January, Marketing Week 3 page exclusive announcing new study from Stardoll and Carat Global looking at motivations, influences and digital behaviour Groundbreaking new insight into kids around the world
  4. 5. <ul><li>6.6m unique visitors (+4% mth on mth) </li></ul><ul><li>22.8m visits (+7%) </li></ul><ul><li>434m page views (+10%) </li></ul><ul><li>20 mins av time on site (+2%) </li></ul><ul><li>19 pages per visit (+4%) </li></ul><ul><li>75% of users aged 5-15 years old </li></ul><ul><ul><li>Source: Google Analytics last 30 days mth on mth & active users last 6 months </li></ul></ul>Stardoll EU traffic overview & family audience
  5. 6. <ul><li>Adults 25 – 49 represent 20% of the Stardoll audience </li></ul><ul><li>Women with children are 23% more likely to play with their children on Stardoll than they are on other sites </li></ul><ul><li>81% of mothers visit and play on Stardoll at least 1x a week </li></ul><ul><li>59% of mothers have their own Stardoll account </li></ul><ul><ul><li>Source: Comscore and Magid Study ‘10 </li></ul></ul>Stardoll Parents
  6. 7. Relevant case studies
  7. 8. Camp Rock 2 heavy integration, pan Euro 470k visits to brand page 107k click to plays of trailer 4.1m paid, 101m earned imps
  8. 9. Justin Bieber ’ Never Say Never’ Heavy integration including: Bieber club Bieber parties Dress up Bieber Dress up Miley Take me to Cinema e-card Share content with 5 friends Get JB jacket for registering at Paramount Picture Club 2m paid, 21m earned imps 6.6m interactions 25k parties created
  9. 10. <ul><li>Brief </li></ul><ul><li>Make our “unlikely hero” #1 at the box office, drive users to Paramount Club online </li></ul><ul><li>Solution </li></ul><ul><li>Create a ‘wild west’ theme within Stardoll, reward users for participation </li></ul><ul><li>Results </li></ul><ul><li>5,000 registrations on Paramount Picture Club, 50K cowboy hats/boots distributed for watching the trailer/joining the PP club </li></ul><ul><li> </li></ul>Rango
  10. 11. <ul><li>Brief </li></ul><ul><li>Make Shrek 3 the biggest and best Shrek of all! </li></ul><ul><li>Solution </li></ul><ul><li>Re-create Shrek’s nightmare on Stardoll and engage audience with exclusive store, cinema activity </li></ul><ul><li>Results </li></ul><ul><li>32% of audience reach in 1 month, 12,000 registrations on Paramount Picture Club, 39K trailer views </li></ul>Shrek Forever After
  11. 12. <ul><li>Brief </li></ul><ul><li>Create Chihuahua madness across the Stardoll website </li></ul><ul><li>Solution </li></ul><ul><li>Users participate in a ‘puppy hunt/round-up’ on the site, reward with virtual dogs back in Suite </li></ul><ul><li>Results </li></ul><ul><li>191K game completions, 1.1m virtual dogs acquired, 23K trailer views </li></ul>Beverly Hills Chihuahua 2
  12. 13. <ul><li>Brief </li></ul><ul><li>Reach key T/A and engage with Megamind, drive trailer views and new registrations to Paramount Picture Club </li></ul><ul><li>Solution </li></ul><ul><li>Gift wild & wacky Megamind clothing & apparel, campaign page and pester power using the “Wish Card” </li></ul><ul><li>Results </li></ul><ul><li>1,300 wish cards sent to parents, 44K trailer views, 10K registrations to Paramount Picture Club </li></ul>Megamind
  13. 14. 729k Unique Visitors to Tangled content 158k Unique Visitors played the trailer 22k clicks to the Facebook page Disney’s Tangled
  14. 15. <ul><li>Brief </li></ul><ul><li>Maximize reach of 7 – 14’s on the site, engage community with the plot, challenge users to ‘live the film’ in their own personal space </li></ul><ul><li>Solution </li></ul><ul><li>Users created their own Dragon Village Sceneries, massive HPTOver on day-of release </li></ul><ul><li>Results </li></ul><ul><li>64K Dragon Villages created, 700K uniques participated, 26K trailer views </li></ul>How To Train Your Dragon
  15. 16. <ul><li>Brief </li></ul><ul><li>Maximize box office takings with 11 year olds and their parents, focus on trailer views, ‘Cats & Dogs unite’ theme </li></ul><ul><li>Solution </li></ul><ul><li>Create the first ever ‘Cats & Dogs pet-shop’ on Stardoll, users adopt a cat or dog & get rewarded </li></ul><ul><li>Results </li></ul><ul><li>170K trailer views, 80% of users said they’d see it in Cinema, 200K uniques engaged with the content </li></ul>Cats & Dogs, The Revenge of Kitty Galore
  16. 17. <ul><li>Brief </li></ul><ul><li>Maximize box office takings with 13 – 18 year olds, showcase the star-studded cast, re-create the mystery of Alice’s adventure down the rabbit hole </li></ul><ul><li>Solution </li></ul><ul><li>Build ‘Wonderland’ into Stardoll, dress the Alice doll, HPTOvers for additional impact </li></ul><ul><li>Results </li></ul><ul><li>5m guaranteed imps, 10m delivered, 50K Trailer views, Alice in Wonderland doll garnered 134K imps </li></ul>Tim Burton’s Alice in Wonderland
  17. 18. What did we learn from Burlesque? <ul><li>An innovative one stop creative/media solution can be rolled out in multi-countries easily and cost efficiently </li></ul><ul><li>Deep level engagement with brands can be achieved on a large scale </li></ul><ul><li>A flexible platform that reacts quickly to last minute changes </li></ul><ul><li>100% localisation from content creation through to reporting </li></ul>
  18. 19. Ideas for Sony Pictures Kid’s Films 2011
  19. 20. <ul><li>Build buzz and excitement within community around releases with bespoke, integrated content </li></ul><ul><li>Efficiently reach high proportions of Kids and Parents with complete creative and media solutions </li></ul><ul><li>Give users the opportunity to engage with Sony films in their own space and in their own time </li></ul><ul><li>Allow consumers to share their comments and experience with broader communities on and off the Stardoll platform </li></ul><ul><li>Drive high volumes of click to view trailers </li></ul><ul><li>Reward users for engaging with Sony inspired content </li></ul>Overriding strategy around each film release
  20. 21. <ul><li>Build hub pages hosting copy, images, video and external links </li></ul><ul><li>Link into core Stardoll activites with teasers to bespoke content to create buzz and excitement in build up to and following release </li></ul><ul><li>Drive views of trailers playing in Stardoll Cinema and throughout site </li></ul><ul><li>Reward trailer views, landings at Facebook page, joining club, sharing with friends etc with virtual gifts </li></ul><ul><li>Efficiently reach T/A with age targeted co-branded traffic drivers and roadblock existing relevant clubs and dolls </li></ul><ul><li>Develop range of co-branded traffic drivers, both standard IAB and Stardoll bespoke format e.g. tenancy button (co-branded formats perform 3x as effectively as external ads) </li></ul><ul><li>Editorial support, including contest to win Stardollars and/or prizes from Sony, Facebook posts announcing content </li></ul>How?
  21. 22. Zookeeper – the idea <ul><li>Develop a bespoke Zookeeper suite shop where user’s can collect items and characters from the movie for their own suite </li></ul><ul><li>User’s suites are the the most popular destination on Stardoll after homepage (70m page views last 30 days in EU) </li></ul><ul><li>Suites are users personal homepage and very important </li></ul><ul><li>Suite shop is integral part of all users suites, Zookeeper would be a new category at the top of the shop </li></ul><ul><li>Users can vote for friends and other user’s suites </li></ul>
  22. 23. The suite shop
  23. 24. Example of a user in her Zookeeper styled suite
  24. 25. Homepage reskin
  25. 26. <ul><li>Transform all users by smurfing them for a day! </li></ul><ul><li>First time we have ever done this at Stardoll </li></ul><ul><li>Support this with campaign page incorporating a countdown to the big day of release and surprise, what’s going to happen? </li></ul><ul><li>Potential to hide the various Smurf characters around the site for the users to discover. Once they find all they can choose their favourite to adopt and keep in their suite </li></ul>Smurfs
  26. 27. All users are ’Smurfed’!
  27. 28. Campaign page is Smurf’s hub at Stardoll
  28. 29. Co-branded homepage puff
  29. 30. Homepage reskin
  30. 31. <ul><li>Help youngsters rediscover the cult that is Tintin </li></ul><ul><li>Create Tintin and snowy as the newest dress up dolls, to include their outfits and accessories they wear in the film. Incorporate Mood Book showcasing photographic images from film to inspire dress up creations </li></ul><ul><li>Dress up gaming functionality is the original game play from where Stardoll began life. It remains one of the top 3 most popular activities on the platform (44m visits to dress up doll pages last 30 days in EU) </li></ul><ul><li>Develop a Tintin club to find the most avid Tintin fans, showcase winning dress up creations and the users on Stardoll homepage for a day! </li></ul>Tintin – the idea
  31. 32. Logged out homepage reskin
  32. 33. <ul><li>xxx </li></ul>Logged in homepage reskin
  33. 34. <ul><li>Stardoll’s yearly advent calendar is Arthur Christmas in EU! </li></ul><ul><li>For the first time the calendar in EU will be taken over by a brand </li></ul><ul><li>8.5m visits last December </li></ul><ul><li>Supported with campaign page as hub of all Arthur Christmas content </li></ul><ul><li>All window gifts to be Arthur Christmas inspired and branded </li></ul><ul><li>Potential for new video releases to be behind some windows </li></ul>Arthur Christmas – the idea
  34. 35. Arthur Christmas Advent Calendar with video
  35. 36. Arthur Christmas Advent Calendar with video
  36. 37. Campaign page hub
  37. 38. <ul><li>Core activity integration (suite shop, doll, calendar, avatar transformation) </li></ul><ul><li>Film hub page (campaign page, club page) </li></ul><ul><li>Contests (including homepage winner showcase) </li></ul><ul><li>Virtual gifting at launch and in return for agreed actions e.g. trailer plays, engaging with content, landing at FB pg </li></ul><ul><li>Trailers in Stardoll Cinema </li></ul><ul><li>Full range of co-branded promo placements </li></ul><ul><li>Facebook and client site integration </li></ul><ul><li>ALL FULLY LOCALISED, GEO-TARGETED, AGE TARGETED AND REPORTED BY COUNTRY </li></ul>What’s included within each film campaign?
  38. 39. <ul><li>Live webchat functionality subject to talent availability </li></ul>Some optional extras
  39. 40. <ul><li>Use to drive younger users (aged 3-7) to content on Stardoll. In case of dress up dolls (Tintin) we can host d olls here also (350k UV’s p/mth) </li></ul>Optional extras
  40. 41. <ul><li>Video streaming directly in suite </li></ul>Optional extras
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