Case presented on Boondoggle's "Beyond The Promise Sessions" about media

2. Dreamland
How can you claim an authentic position for a family store in the
gaming market?

3. Strategy
Based on 3 main elements:

4. 1.
IDENTITY
family store
responsible
6/4/09
Slide 4

5. 2.
TREND
social gaming
6/4/09
Slide 5

6. 3.
INSIGHT
generation gap
6/4/09
Slide 6

7. Dreamland brings families closer
together, using social gaming
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Slide 7

8. How?
6/4/09
Slide 8

9. Dreamland
Academy for
Parents
Learn parents everything they need to know about gaming

10. 6/4/09
Slide 10

11. RESULTS
HUGE PR UPTAKE
Articles in Het Laatste Nieuws, De Morgen, De Standaard en
Het Nieuwsblad, Het Belang Van Limburg, Klasse schreven
erover, alsook verscheidene weblogs
Interviews on Studio Brussel, Radio 1,
Radio Donna, 4fm, Q-Music, TMF, Jim, Ketnet and WTV.
6/4/09
Slide 11

12. spend the budget
on being interesting
not on MEDIA
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Slide 12

13. 90 % production
10 % media
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Slide 13

14. indirect:
parents thinking about it
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Slide 14

15. RESULTS
Dreamland got a relevant
position in the discussion about
gaming
6/4/09
Slide 15

16. 6/4/09
Slide 16

17. 6/4/09
Slide 17

18. RESULTS
250 parents became convinced
brand ambassadors
6/4/09
Slide 18

19. parents that learned something
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Slide 19

20. Follow up campaign
6/4/09
Slide 20