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Presentation cases1

  1. 1. First web portal for kids and tweens<br />
  2. 2. Tvidi.ru is a JV of RosBusinessConculting and Tweegee (Israel).<br />Tvidi was launched in October, 2008 with limited access; open release in February, 2009.<br />Tvidi’sconcept is based on successful record of Israeli web portal for kids Tipo.co.il. 85% of Israeli kids are registered on Tipo.<br />
  3. 3. Registration Dynamics<br />Everyday on Tvidi.ru:<br />Up to 2 000 kids create accounts<br />About 50 000 kids visit website<br />Spt 1, 2011 = 1 291 537 registered users<br />
  4. 4. Monthly Unique Visitors and <br />Pageviews Dynamics<br />Every month our kids view more than 19,000,000 pages.<br />Average pageviews is 20 pages<br />Average time on site is 13 minutes<br />Pageviews Dynamics<br />
  5. 5. Our Audience<br />Registered users by gender<br />The core audience is from 9 to 14 years old<br /><ul><li> 88% of kids live in Russia</li></ul>Registered users by age<br />
  6. 6. Visitors by Russian regions<br />
  7. 7. «Kvasenok heroes adventures» Contest<br />August, 2010<br />
  8. 8. Fairytales Contest «Kvasenok heroes adventures» <br />Task: <br />To write a fairytale aboutKvasenok and his friends<br />Comments:<br />More than 1 100 commentsin 2 weeks,<br />More than 820 written fairytales<br />
  9. 9. Announcement of the contest<br />Banner<br />CTR: 1,13%<br />Contest promo<br />Button<br />CTR: 1,12%<br />
  10. 10. «Legend of the Guardians» <br /> and<br />«Cats & Dogs»Year 2010 <br />
  11. 11. “Legend of the Guardians” cartoon<br />Banner<br />Cartoon promo<br />Button<br />Announcement in the “News of the day” channel<br />
  12. 12. Article about the movie and forum<br />Comments:<br />6 432<br />viewings,<br />More than 220 commentsin 1 week<br />
  13. 13. «Legend of the Guardians» Branded Forum <br />"Legend of the Guardians " branded Forum with announcement article and trailer of the movie. Kids were offered to discuss cartoon and different legends they know.<br />Viewings- 44 373<br />Posts – 193<br />Backgrounds used– 1353<br />Branded background<br />
  14. 14. «Cats & Dogs» Announcement<br />Branded header<br />Button<br />Movie promo<br />Announcement onthe “News of the day” channel<br />Banner<br />
  15. 15. «Cats & Dogs» cartoon<br />Comments:<br />16 321 viewings, <br />More than 700 comments in 2 weeks<br />
  16. 16. «Yogi Bear» cartoonYear 2010<br />
  17. 17. Announcementof «Yogi Bear» cartoon<br />Announcementof cartoon at the Promo channel <br />Banner<br />Announcement of cartoon on the«News of the day» channel<br />
  18. 18. «Yogi Bear» cartoon<br />Promotion of Branded game<br />Branded game channel<br />Game promotion<br />Banner<br />Unique users reach: 243245ppl<br />
  19. 19. «Yogi Bear» cartoon News<br />Children's comments :<br />1 766 viewings in 2 weeks<br />
  20. 20. «Collect the Smurfs!» contest2011<br />
  21. 21. Announcement of the «Smurfs» movie<br />Button<br />CTR: 3,74%<br />Main page announcement<br />Movie Promo<br />Banner<br />CTR: 1,76%<br />Announcement of the contest on the«News of the day» channel<br />
  22. 22. «Collect Smurfs!» contest<br />More than 1 700 000 page viewings ,<br />More than 120 000 collected Smurfs,<br />12 000 participants in 2 weeks<br />
  23. 23. Contest News<br />Comments:<br />7 068 viewings, <br />More than 200 comments in a week<br />
  24. 24. “Cartoon Network” TV channel <br />Year 2010<br />
  25. 25. Cartoon Network<br />Banner<br />CTR: 2,95%<br />News Promo<br />Button<br />CTR: 2,53%<br />
  26. 26. Cartoon Network Quiz<br />Comments:<br />The task was to find answers and tips to the quiz at Tvidi Cartoon Network channeland on Cartoon Network TV channel.<br />Kids works examples:<br />More than 4000 participants,<br />More than 900 comments<br />
  27. 27. Branded Forum<br />Entrance to the Cartoon Network Forum<br />Banner<br />CTR: 1,22%<br />Branded background<br />Viewings- 170078<br />Posts– 1713<br />Backgrounds used– 7755<br />
  28. 28. Contest - Quiz «Ben 10»<br />The Quiz was devoted to the “magic” date 10.10.10 Kids were supposed to find tips on Tvidi’s Cartoon Networkchannel. The final task was to create “Ben’s 10” new embodiment.<br />Works of the winners:<br />
  29. 29. Mailing<br />Invitation cards for “Ben’s 10” Day were sent through e-mails.<br />Cards sent: 276 383 <br />More than 5000 childrenfollowed the link from a card to the “Ben 10” trailer<br />Invitation card<br />«Ben 10» trailer<br />
  30. 30. Cartoon Network Game<br />Game:<br />Banner<br />CTR: 2,39%<br />Game comments:<br />
  31. 31. Announcement of the Cartoon Network’smoving to their own website<br />Banner<br />CTR: 1,22%<br />More than 11 000 followed the link to www.cartoonnetwork.ru<br />Banner<br />CTR: 1,27%<br />
  32. 32. Tvidi’s Cartoon Network Channel<br />More than 450 000 channel viewings and 35 000 trailer viewings<br />in 6 months<br />
  33. 33. «World full of Smiles» contest<br />08.04.2010-29.04.2010<br />
  34. 34. “World full of Smiles” Contest<br />«World full of smiles» <br />More than 2800 participants in 3 weeks<br />Branded background<br />The task was to find a smile in surrounding objects, take a photo and upload it to the Beeline Forum.<br />Example of a smile.<br />
  35. 35. Article about the contest<br />Kids comments:<br />Max in Beeline Branded clothes <br />More than 2400 comments<br />
  36. 36. Main page announcement<br />Banner<br />CTR: 0,97%<br />Button<br />CTR: 2,79%<br />News promo<br />Announcement on “News of the day” channel<br />
  37. 37. Beeline loyalty and knowledge poll<br />30 147 participants<br />19 770 participants<br />
  38. 38. Support of movie premieresYear 2010<br />
  39. 39. Main page branding<br />«Rapunzel». Leads to the promo page<br />«Alice in Wonderland» leads to the magic letter<br />
  40. 40. Cool branded letter<br />With a help of web-instruments children create a beautiful animated flashcard with cartoon characters. It can be send to friends or take a part in a contest.<br />Colorful mailing-invitation to participate in a Disney contest.<br />CTR – from 40%<br />
  41. 41. Fascinating Quiz for the most fastest<br />More than10 000 participants in 2 weeks!<br />
  42. 42. ТеdiPlay juicesummer 2010<br />
  43. 43. Virtual Tvidi Worlds– space for branding<br />Tedi Play<br />Branded elements on the streets<br />Links from branded elements lead to the promo page<br />CTR – 3,2%<br />
  44. 44. In2 months children “bought”<br />300 000 itemsbranded with Tedi Play juice<br />Unusual furniture<br />
  45. 45. Contest <br />5 000 participants in6 weeks!<br />Contest of stories, photosand videos about the active way of living.<br />Kids upload their works to the special branded forum.<br />
  46. 46. Sony PSP Patapon 3Spring 2011<br />
  47. 47. Branded game page<br />Branded background<br />On this page kids can:<br /><ul><li>Play
  48. 48. Comment
  49. 49. Evaluate
  50. 50. See the Leaderboard
  51. 51. Send a link to a friend
  52. 52. Post it at Vkontakte and MoiMir</li></ul>Game<br />
  53. 53. Lego NinjagoWinter 2010-2011<br />
  54. 54. New collection of Ninjago heroes and games<br />More than <br />80 000 video viewings in 2 months<br /><ul><li>Lego –News. Everything about Ninjago!
  55. 55. Exclusive videos
  56. 56. Fantastic posters for downloading!</li></li></ul><li>Support of offline events<br />Announcements of <br />Lego Ninjagotournaments in different cities<br />More than 80 000 children received an invitation for an event<br />
  57. 57. Quiz that attracts users to the client’s website<br />Every day kids get a new question. An answer could be found at Lego website.<br />The first who answers – gets a prize!<br /><ul><li>More than11 000 participants in 2 weeks
  58. 58. More than60 000 visitsto the client’s website</li></li></ul><li>Exclusive gifts for boys for the 23rd of February.<br />Kids received more than 60 000 gifts in2 weeks!<br />
  59. 59. Special project2010-2011<br />
  60. 60. Tasks:<br /><ul><li>To make children friends with brand characters Ring and Ding
  61. 61. With a help of interactive communications attract kids to the brand
  62. 62. Positioning mobile network as an only one and the best one for kids and teens</li></li></ul><li>“Stone, scissors, paper” game!<br />Played more than 10 000 times in a month<br />
  63. 63. “Comic book” contest<br />Cross-promowith the «Megamind» movie<br />Children made more than 5000 comic books about Megamind, Ring and Ding adventures.<br />
  64. 64. Contest- Quest<br />Cross-promowith the «Rango» cartoon<br />Every day children get a new secret task.<br />For example to find a ciphered word in a text, find secret sign hided on a picture, etc. <br />Participants who found water source, get super prizes!<br />
  65. 65. NiveaonTvidi.Ru<br />
  66. 66. Entrance to the Nivea channel<br />Entrance to the Nivea Lip Care channel <br />Announcement of Nivea news<br />Announcement of Nivea game<br />Nivea News<br />
  67. 67. Nivea Lip Care channel<br /> «Nivea shiniest smile» contest<br />Nivea games<br />Nivea News. Updates every day<br />BannerNivea<br />Nivea Lip Care products catalog<br /> Nivea Forum<br />
  68. 68. Nivea Branded News<br />Branded News<br />Product placement<br />Rating<br />
  69. 69. IKEA onTvidi.ru<br />
  70. 70. Project № 1:IKEAat kids houses <br />One of the main entertainments on Tvidi is designing your own house with a furniture from Tvidi catalogue. <br />The project «Create a room of your dreams with IKEA». <br />Tvidifurniture catalogue becomes an IKEA catalogue. All children will be able to choose chair, a floor lamp or a carpet , and place it at their houses.<br />Childrenwill «buy»more than 150 000IKEA furniture items. <br />
  71. 71. Example of IKEA room.<br />Children are very proud of their houses and own-made designs. They invite friends to their virtual houses on Tvidi. <br />We can make branded wall-papers, branded names of furniture items.<br />
  72. 72. Branded IKEA elements in Tvidi Worlds<br />“Billboard” placement on the main street with an announcement «Create a room of your dreams with IKEA».Link from the “billboard” leads to the article about the campaign.<br />
  73. 73. Example of a poster placement next to the School entrance.<br />«Create a room of your dreams with IKEA».<br />Link from the poster leads to the article about the campaign.. <br />
  74. 74. Project №2:«Color up your room and studies with IKEA» contest<br />Kids adore games, quizzes and contests. Pieces of IKEA furniture (sofa, computer table, bra, etc.) will appear on Tvidi pages.Children should catch and collect them on a special promo page.<br />
  75. 75. The promo page is a scheme of a room or a class in white and black colors with IKEA items. When a child catches a piece of furniture, it appears on a scheme and gets colorful. The winner is a person who collected all the IKEA items.<br />Kids will collect 180 000IKEA itemsin 3 weeks.<br />
  76. 76. Main page announcement<br />Button<br />News promo<br />Banner 300х250 <br />Announcement on the “News of the day” channel<br />
  77. 77. Wearing Justice on the way to school<br />with a help of Tvidi<br />
  78. 78. Floating banners + Button<br />Button links to the Justice promo page. Moscow targeting.<br />Floating Justice clothes banners on the all Tvidi pages. The link leads to the Justice promo page.Moscow targeting.<br />
  79. 79. Letter of happiness from Glamour Ksyu<br />She is cool and trendy, knows everything about boys, movies, music and fashion.<br />Ksyu – is like the elder sister for all the Tvidi girls. She is asked «what to wear for a party?» and «what clothes are the best for school?»<br />All the Moscow girls get letters from Ksyu where Ksyu tells about the new Justice catalogue. Link in the letter leads to the Justice promo page. <br />
  80. 80. Justice promo page<br />On the promo page Ksyu introduces the new Justice catalogue and promises to send it to everyone who will upload Justice accessorizes for their avatar.<br />
  81. 81. Branded avatar<br />Adding branded elements to the avatar catalogue.<br />It could be trousers, t-shirt or any other accessorize from Justice collection.<br />Justice clothes<br />Блузка Justice<br />
  82. 82. Tvidi user in Justice clothes.<br />Avatar of a Tvidiuser.<br />Kids will be able to wear Justice clothes.<br />
  83. 83. Getting Justice catalogue!<br />All the girls who uploaded Justice for their avatar picture get the Justice catalogue through an e-mail.<br />
  84. 84. Let the sun shine!<br />AmbreSolaire<br />
  85. 85. Main page promo<br />Загораем правильно вместе <br />с Амбр Солер<br />Banner 683*60<br />Button<br />News promo<br />Что такое UV?<br />
  86. 86. Articles<br /><ul><li>We will write a couple of articles and teach children:
  87. 87. When the Sun is harmful and useful
  88. 88. How to sunbathe correctly, and how to choose protective means</li></li></ul><li>Polls<br /><ul><li>We will ask children if they know how to sunbathe in a proper way.</li></ul>Крем от солнца:<br />Обязательно <br />пользуюсь<br />Что это?<br />Бесполезная вещь<br />Когда вредно <br />загорать?<br />Всегда<br />С 12.00 до 16.00<br />С 9.00 до 12.00<br />
  89. 89. The most sunny contest!<br />What should be taken to the beach? How to sunbathe? Which protective means to use? Write a creative instruction how to sunbathe in a proper way!<br />Winners will receive a stock of AmbreSolaire for the whole summer !<br /><ul><li>All users can participate.
  90. 90. The task is to create a story, photo story, draw a story, etc. about proper behavior on the beach.
  91. 91. The contest will be held by Glamour Ksyu- the most famous Tvidi character..</li></li></ul><li>Additional Promo<br />Branded header<br />Конкурс<br />от <br />Амбр Солер<br />When clicking on the Sun, it gets bigger and leads to the contest<br />
  92. 92. Summer with МТС<br />
  93. 93. Main page branding<br />Лето с МТС на Твиди!<br />Branded header<br />Летом с МТС веселее!<br />Banner 683*60<br />Button<br />Обсуждаем лето!<br />News promo<br />Летом с МТС веселее!<br />
  94. 94. We will go, we will rush off…<br />Летом с МТС веселее!<br />Обсуждаем лето!<br />МТС Connect deer<br />Clicking on it, deer goes down<br />
  95. 95. Connecting<br />Adeer skips down through the whole page<br />MTC Promo<br />Привет!!!<br />Интернет есть везде!<br />Общайся с твинейджерами <br />на даче!<br />Новый год летом?<br />Это прикольно!<br />
  96. 96. With МТС you’re always at Tvidi!<br />A deer activates the promo. Clicking the different buttons, a child can get not only the information about MTC advantages but to have fun as well.<br />Привет!!!<br />Link to the article<br />MTC Mobile Forum<br />МТС Connect<br />Game<br />Интернет есть везде!<br />Общайся с твинейджерами <br />на даче!<br />Новый год летом?<br />Это прикольно!<br />
  97. 97. Telling and showing<br /><ul><li>The News will be available in 2 formats: text and video
  98. 98. Video will show how to connect with friends through internet while you are at summer residence.
  99. 99. The article will explain it as well. Kids can leave comments here.
  100. 100. The article will be written by Max, the most famous Tvidi character.</li></li></ul><li>Ate - chewed<br />
  101. 101. Main page announcement<br />Banner 683*60<br />Share an Orbit smile with friends!<br />News promo<br />Button<br />Чтобы зубы были здоровы….<br />Article announcement<br />Game promo<br />
  102. 102. Small kids not allowed!<br /><ul><li>While transferring tо the Orbit page, kids will be asked their age.
  103. 103. Kids younger than 12 y.owon’t get to the Orbit page</li></ul>How old are You?<br />I’m<br />>12<br /><12<br />Thank you for <br />your answer!<br />Transfer to the Tvidi main page<br />Welcome!<br />Transfer to the<br />Orbit page.<br />Cookie<br />Cookie<br />
  104. 104. Ate-chewed: play and remember <br /><ul><li>You should chew Orbit after each meal!
  105. 105. As you see your friend finishing his meal, offer an Orbit to him.</li></ul>+15<br />
  106. 106. Orbit on your computer<br />Desktop bar<br />Notifies about:<br /><ul><li>New letters
  107. 107. Interesting Orbit News
  108. 108. Time to chew Orbit</li></ul>News!<br />You received a letter!<br />It’s Orbit Time!<br />
  109. 109. It’s Orbit Time<br />It’sOrbit Time!<br />
  110. 110. You have a white smile!<br /><ul><li>Upload your photo to Tvidior smile at the webcam
  111. 111. Orbit will define whiteness of your smile and advice you how many Orbit gums you should chew per day.</li></li></ul><li>Impress friends with your smile!<br /> Улыбнись вместе с Orbit!<br /><ul><li>Make your smile shine right now with a help of virtual Orbit gum!
  112. 112. Send it to all your friends.</li></li></ul><li>Smile to everybody – they chew Orbit after meals<br /><ul><li>Orbit smiles photo gallery
  113. 113. Smiles rating
  114. 114. Every day the most white smile gets a gift–a stock of Orbit for the whole class</li></ul>Smile withOrbit!<br />Smile withOrbit!<br />Smile withOrbit!<br />
  115. 115. A date? Don’t forget to chew Orbit!<br /><ul><li>Tvidiusers have a calendars where they markimportant dates
  116. 116. Getting ready for a date or a birthday party it is important not to forget to chew Orbit. We will remind about it!</li></ul>Notification:<br />Today you are going to a birthday party! <br />After you eat a birthday cake, don’t forget to chewOrbit!<br />
  117. 117. Let’s talk about Orbit<br />Topics to discuss:<br /><ul><li>The most tastyOrbit?
  118. 118. Ways to care about your teeth
  119. 119. New tastes from Orbit</li></ul>«My favorite Orbit»<br />«Virtual dentist»<br />
  120. 120. Clear your brain with Orbit!<br /><ul><li>Orbithelps to concentrate</li></ul>Clear your brain- chew<br />
  121. 121. Orbitpromo channel onTvidi<br />
  122. 122. Your smile<br />Games<br />Desktop<br />Contests<br />Forum<br />News<br />Games<br />Smiles Contest<br />News<br />Время Orbit!<br />OrbitDesktop<br />Main Orbit page<br />
  123. 123. Orbit News<br />Each week news about: <br /><ul><li>Teeth health
  124. 124. How to care about teeth
  125. 125. Funny facts about chewing gum</li></li></ul><li>Clearasil <br />
  126. 126. Main page announcement<br />Banner 728х90<br />News promo<br />Button<br />Announcement on“Newsof the day” channel<br />Banner 240х400<br />
  127. 127. Promo page<br />Video contest “Become better!”<br />Rating<br />Clearanews<br />Clearahill game<br />Clearatest<br />Rating<br />
  128. 128. Video contest “Become better!”<br />The task is pretty simple. Participants should record a short video about the event that made them a bit better.It could be a smile from a stranger or cleaning the room, or a song one heard on radio, etc.<br />Each user can upload as many videos as he wants.<br />For each uploaded video, user gets points, e.gClearpower . Everyone’s participation is recorded at the Leaderboard.<br />The most active participant gets a gift from Clearasil. <br />
  129. 129. Branded contest page<br />Time till the end of the contest<br />Rules and Prizes<br />Upload your Video<br />Best videos<br />Product placement<br />Tell friends about the contest. Invite by e-mail.<br />New videos<br />Users that have voted.<br />
  130. 130. Clearatest<br />Everyone has lacks and weaknesses. The main thing is to understand what they are and to try to improve them so you can become better/stronger.<br />Tests from Clearasil will help to deal with it. Taking the tests, you will get to know what your weaknesses are and how to cope with them.<br />Examples:<br />Do you understand yourself<br />How shy you are. <br />Does He/She likes you<br />Participants get points for taking tests and get Clearpower so they can move on at the leaderboard.<br />
  131. 131. Branded Clearanews<br />All the News can be commented, evaluated, be send to friends and be reposted at Vkontakte and MoiMir<br />
  132. 132. Clearahill game Placement and promotion<br />More than 300 000 usersvisit Tvidigame channel<br />For the gamers attraction , we will place the Clearahill game.<br />Game promotion:<br /><ul><li>Separate Clearasil section with a quick entrance to the game
  133. 133. Clearahill game at «New games» section
  134. 134. Clearahill game at «Popular games» section</li></li></ul><li>Branded game page <br />Branded background<br />On this page kids can:<br /><ul><li>Play
  135. 135. Comment
  136. 136. Evaluate
  137. 137. See the Leaderboard
  138. 138. Send a link to a friend
  139. 139. Post it at Vkontakte and MoiMir</li></ul>Game<br />
  140. 140. Welcome to Tvidi!<br />

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