4. How can one of America’s favorite toys appeal to young adults?
Challenge:
!"#$%&'()%*'+$,%-.+/)(%)"0$1%'2%3#425%-%"-66*%$'()-/,07%2##/0$,%'8#49"#/&(%)"#&:%;4'&%)"#%&#&'40#(%'2%3#42%!-4(%0$%
)"#%<-71%*-4.%)'%)#44'40=0$,%-%*'+$,#4%<4')"#4%90)"%.-4)(5%3#42%"-(%7#&#$)#.%0)(#/2%0$%)"#%&0$.(%'2%&0//0'$(:%>+)%$'95%
3#42?(%'40,0$-/%-+.0#$7#%0(%-//%,4'9$%+6%-$.%<#/0#8#(%3#42?(%64'.+7)(%-4#%-%)"0$,%'2%)"#%6-():%@'9%7-$%-.8#4)0(0$,%74#-)#%-%
(+77#((2+/%64'.+7)%/-+$7"%'2%)"#%$#9%3#42%3AB)401#%,+$%-$.%4#6/-$)%3#42%0$)'%6'6+/-4%7+/)+4#C
Opportunity:
F$.#4%)"#%.0,0)-/%0$G+#$7#%'2%'+4%9'4/.5%)"#%-<0/0)*%)'%6#4('$-/0=#%64'6#4)*%0(%$')%'$/*%9-$)#.5%<+)%('&#)0&#(%#H6#7)#.:%
E2)#4%.'0$,%4#(#-47"%)"4'+,"%('70-/%&#.0-5%9#%2'+$.%-%8-()%-&'+$)%'2%3#42%(+66'4)#4(%9"'%('/#/*%6+47"-(#%)"#%,+$(%I+()%
)'%7+()'&0=#%)"#&:%J"#%'66'4)+$0)*%/0#(%90)"0$%)"0(:
Insight:
D4#-)080)*5%2+$5%-$.%0$$'8-)0'$%-4#%)"#%2'+$.-)0'$%'2%-//%3#42%64'.+7)(:%E$%'/.#4%-+.0#$7#%&+()%<#%-</#%)'%2##/%-%(#$(#%'2%
-))-7"&#$)%)'%)"#%3#42%3AB)401#:%!#%90//%74#-)#%)"-)%-))-7"&#$)%)"4'+,"%6#4('$-/0=-)0'$:
5. My Thoughts
Why are we communicating?
3#42%"-($?)%7"-$,#.5%<+)%)"#04%-+.0#$7#%"-(:%!#%-4#%7'&&+$07-)0$,%)"#%2-7)%)"-)%02%'+4%-+.0#$7#%2'+$.%+(#%2'4%3#42?(%
64'.+7)(%-)%'$#%)0&#%0$%)"#04%/02#5%)"#*%7-$%4#7-6)+4#%)"-)%(-&#%I'*%0$%-%$#9%9-*%)"4'+,"%7+()'&0=-)0'$:
Our Audience? ND'&07%>''1%O+*(P
KLM%*#-4%'/.%0$)4'8#4)(%(#-47"0$,%2'4%)"#04%$07"#
Passions
•Reading comics
•Being on the leader board for 1st-person shooters
•Creative Engineering
Influence hubs
•Tech Blogs
•Gamer Mags
•Fellow enthusiasts
Channel Habits
•Active on social network sites (youtube)
•Listens to Satellite radio
•Watches Sci-Fi Programs
6. My Thoughts
NJ"#%3'4)"#-()#4$%U'$#(#(P
Insights about our target? KQM%*#-4%'/.%R#$%-$.%!'&#$%S''10$,%2'4%$#9%TH6#40#$7#(
-Need Customization
-Need to be part of a group
-Want a sense of Approval
v
Strategy
B"'97-(#%)"#%3#42%3AB)401#%-(%2+//*%7+()'&0=-</#%,-.,#)%2'4%'+4%9"'%/'8#(%V%$##.(%
6#4('$-/0=-)0'$%
7. Media
What types of media and why?
A3-)0'$90.#%7-&6-0,$
AW#-4%/'$,%/'$,%7-&6-0,$%()-4)0$,%'$#%&'$)"%640'4%)'%64'.+7)%/-+$7"
AE%&0H%'2%('70-/%&#.0-5%+(#4%,#$#4-)#.%7'$)#$)5%6-4)$#4("06(5%-$.%#H6#40#$)0-/%<4-$.0$,:
Venue Why?
X+4%)-4,#)%(6#$.(%-%"+,#%-&'+$)%'2%"0(%.-*%'$%('70-/%$#)9'410$,%(0)#(%(+7"%-(%
Social Media ;-7#<''1%V%W'+)+<#
User X+4%)-4,#)%/'8#(%)'%6-4)0706-)#%-$.%<#%-</#%)'%("-4#%"0(%)"'+,")(%-$.%74#-)0'$(%
Generated 90)"%')"#4(
Y-4)$#4("06(%90)"%/01#%&0$.#.%64'.+7)(%90//%7+)%7'()(%-$.%,-0$%-))#$)0'$%0$%
Partnerships $#9%&-41#)(
Experiential O08#(%-+.0#$7#%-%L()%"-$.%'66'4)+$0)*%)'%0$)#4-7)%90)"%)"#%64'.+7)%<#2'4#%
Branding 6+47"-(#%-$.%90)$#((%)"#%2+$
8. Executions Examples
Y-4)$#4("06%90)"%E7)080(0'$%)'%64'&')#%
3#42%0$%6'6+/-4%[0.#'%O-&#(
F(#4%,#$#4-)#.%R'.0Z7-)0'$%7'$)#()
O08#%0$G+#$7#4(%-.8-$7#%7'6*%'2%3AB)401#%)'%0$74#-(#%6'(0)08#%
3#42%TH6#40#$7#%D#$)#4(%-)%D'&07%D'$%7'$8#$)0'$(
Y
