Nikodemo's case


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Nikodemo’s Case
“Animation and Innovation”

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Nikodemo's case

  1. 1. Nikodemo’s Case “ Animation and Innovation” Cartoon Digital Murcia April 2009 | albert garcia pujadas
  2. 2. Created by accident <ul><li>Cálico Electrónico: a character created almost accidentally in the midst of the pre-Youtube era. </li></ul><ul><li>Originally a wizard for an ecommerce website. </li></ul><ul><li>Cálico Electrónico generated/generates a huge following among internet users accumulating thousands of die-hard fans </li></ul>
  3. 3. We’ve always broken moulds <ul><li>As a digital company native to the Internet we were the first to use Flash in order to create animation. </li></ul><ul><ul><li>The first company worldwide to create a feature film using Flash (confirmed by Adobe) + winners of several awards for innovation and creativity. </li></ul></ul><ul><li>Strategy of launching products on the Internet instead of more expensive formats (film, TV) </li></ul><ul><li>This enables us to test the product, create a brand and generate fidelity at a low cost, increasing possibilities of success for traditional mediums. </li></ul><ul><li>An internet brand with 20 licensed products? </li></ul>
  4. 4. “ If you can dream it, you can do it” Walt Disney
  5. 5. <ul><li>Projects and products for third parties </li></ul><ul><li>Licenses with a minimum guarantee approach </li></ul><ul><li>Without profiting from the community </li></ul><ul><li>Brand creation (series/characters), profit from the rights and generate income from internet adverts, licensing and merchandising. </li></ul><ul><li>Profit from the community </li></ul><ul><li>Develop more original contents maintaining their rights. </li></ul><ul><li>Internationalize the brands </li></ul><ul><li>Adapt the successful original projects from the net to TV and film. </li></ul>Initial business plan Present-future business plan Financing <ul><li>for: </li></ul><ul><li>Consolidating a management team. </li></ul><ul><li>Generating a business model for internet series' (downloads, games, community) </li></ul><ul><li>Internationalization </li></ul><ul><li>Preparing for the leap to TV </li></ul><ul><li>Developing more original projects </li></ul>
  6. 6. … what about the money?
  7. 7. … what about the money? <ul><li>1st financing round </li></ul><ul><li>LaCaixa CapitalRisc (participative loan convertible to capital) </li></ul><ul><li>+ ENISA: participative loan </li></ul>, what’s behind the project’s success?
  8. 8. Joining four concepts of products and services that are usually managed separately An innovative approach Audiovisual animation Publicity Branded entertainment Multiplatform (PC, mobile technology, TV, film, videogames) Internet, Ecommerce, Online games Freemium
  9. 9. 07/09/09 confidencial Consumer Aggregators (contents) Advertisers <ul><li>Advertisers </li></ul><ul><li>Media agencies and purchasing centers </li></ul><ul><li>Advertising agencies </li></ul><ul><li>Television channels and all digital content aggregators </li></ul>Our target <ul><li>Sex: 80%  male </li></ul><ul><li>Age group: from15-30 years old (80%) </li></ul>
  10. 10. Share or perish Before Now “Calico-anywhere” “ official” content only on One monthly 7-12 min episode One weekly 2 min chapter Official content distributed on the net and is the brand’s sanctuary, a fanbase community.
  11. 11. Brands Brand 3 Entertain Animation Web > Multiplatform Humor / irreverent / punk Creation and development of emotional ties Client’s intelligence Community Electronic commerce, Licensing, Publicity profits, Contents sale Monetize
  12. 13. Reflections out loud s/Wikipedia: “ Cálico Electrónico is a Flash animation comedy series distributed on the Internet for free.”
  13. 15. Brands: Where do we stand? Age of austerity Devaluation of brands and their commercial messages find and tune our true voice Genuine dialogues The end of only one voice Polyphonic and polyhedral environment Better our ability of influence Harmony of different voices and notes Jazz
  14. 16. Brands: where do we stand? brand client client client client client client client client client client client The brand as a broadcast (pre-Internet) The open brand as a facilitator (Internet 2.0) The closed brand as the centre of everything (Internet 1.0) Finite contact points Infinite contact points client client client client client client client client client client client brand company brand client client client client client client client client client client client client client client client client
  15. 17. We demand more of our brands … less promises Brands have to behave differently
  16. 18. … and more experiences Entertainment/Marketing: The line is blurring Advertainment Hybridisation online-offline Advergaming Persistent worlds contents Emotional ties Full service contracts Ubiquitous multiplatform tangibilize on demand Pay per view Useful memorable
  17. 19. … a social experience comprised of thousands of interactions
  18. 20. Word of mouth is still the most credible and effective form of advertising Tools to make it happen and Measure it’s effects Send it Rumors aren’t bought … it happens buzz influencing mobile Honest publicity Artful honesty This is how Cálico came to be and was diffused viral confidence quickly Web of contacts
  19. 21. Creating a “conversation ecosystem”
  20. 22. the brand community Devotion Compatible and combinable virtuality Honesty Without moral issues Superficiality The need to belong Rituals and traditions Community dynamics Relationship Compromise reciprocity share Geographic dispersion Nostalgia for Traditional icons anonymity? sanctuary open fans
  21. 23. the brand community
  22. 24. <ul><li> website </li></ul><ul><li>100.000 registered users </li></ul><ul><li>380.000 unique users per month and 770.000 visits </li></ul><ul><li>Average time per session: over 10 minutes </li></ul><ul><li>More than 11 million videos watched since july 08 </li></ul>The brand community
  23. 25. brands that learn (Crowdsourcing or Collective wisdom ) Better the product Better the buzz Wikipedia Continuous tuning Online surveys R + D outsourcing Protagonism for the users prosumers Open source Perpetual Beta version conversation Open lab Forums comments votes
  24. 26. brands that learn
  25. 27. Monetize loyalty (loyalty economy ) Donations acknoledgement apostles Honesty transparency relation Emotional compromise Coin ? Free? confidence Loyalty 2.0. Active loyalty micro payments Cell phones as a change purse licensing
  26. 28. Monetize fidelity: income models <ul><li>From advertising profits on our website that acts as a brand community: </li></ul><ul><ul><li>Conventional formats (banners, etc..) with different rate settings (CPM, CPC, CPL) </li></ul></ul><ul><ul><li>video formats (posters, product placement,..) </li></ul></ul><ul><li>Licensing for brand use </li></ul><ul><li>Original merchandising (more than 20 products) </li></ul><ul><li>Direct content sale via the Internet (SMS,...) </li></ul><ul><li>Content rights sales (mobile,TV,..) </li></ul><ul><li>Content creation for other brands (branded entertainment) </li></ul>
  27. 32. Company scalability? Internationalization New Markets (new languages ) Easy entertainment + humor Multiplatform production and diffusion Creation of new Engaging brands
  28. 33. Thank you ! [email_address] blog