SlideShare a Scribd company logo
Confidential - Dubit
The “Fanatomy” of Kids Media
(and how to use it)
David Kleeman
SVP, Global Trends, Dubit
for KRE8TIF, August 2018
Dubit is a global
kids and family agency
with an onsite PlayLab…
Confidential - Dubit
…and a 70-person
strategy, research and digital
team, in three countries.
Confidential - Dubit
Confidential - Dubit
Serving amazing clients
2 surveys per year
2000 children and
parents
2 surveys per year
1300 children and
parents
1 survey per year
1000 children and
parents
1 survey per year
1000 children and
parents
1 survey per year
1000 children and
parents
1 survey per year
1000 children and
parents
1 survey per year
1000 children and
parents
1 survey per year
800 children and
parents
1 survey per year
800 children and
parents
1 survey per year
800 children and
parents
1 survey per year
2000 children and
parents
Confidential - Dubit
Confidential - Dubit
Fanatomy:
If you don’t know where you’re going,
you might end up somewhere else.
- Yogi Berra
0%
15%
30%
March 2015 March 2016 March 2017
Confidential - Dubit
788 930Number of different brands
Top 5 brands (market share) 16.2% 22.1%
Long tail, fat head
1048
25.4%
355 40
38% 39%
435
31%
284
49%
Apps Social TVToys
#of Brands
Top 5 Share
Confidential - Dubit
The squeezed middle
Blockbuster
Efficiency
Passion
0%
15%
30%
March 2015 March 2016 March 2017
Confidential - Dubit
Be better than Lego, Upin or Angry
Children have roughly three favorite brands at a time.
To break in, you may need to topple a favorite.
Confidential - Dubit
ExpressionInterpretation
Depth Relevance Interact Community Niche
Exploration Identification Creativity Development Differentiation
Casual Active Fan Superfan
What the owner of the original text is communicating
How the audience interprets and interacts with the text
Confidential - Dubit
ExpressionInterpretation
Depth
Create multiple
points of content
e.g. characters,
sub-plots
Relevance
Measure points
of engagement
and focus on
these
Interact
Invest in content
your audience
engages with
Community
Provide a place
for your audience
to talk. You don’t
need to own this
space
Niche
Serve the
superfan via
deep and easter-
egg content
Exploration
Allows the
audience to
explore content
Identification
Allows the
audience to
think the content
is for them
Creativity
Audience
expands
narrative
because it
relates to them
Development
Allows the
audience to
improvise the
brand
Differentiation
The superfan
feels ownership
Casual Active Fan Superfan
Confidential - Dubit
Consistency & Authenticity
Confidential - Dubit
What’s My Fanatomy?
The T-Shirt Test
Confidential - Dubit
Do Kids Wear Your Brand?
Confidential - Dubit
ExpressionInterpretation
Depth Relevance Interact Community Niche
Exploration Identification Creativity Development Differentiation
Casual Active Fan Superfan
More interactive?
Maintaining share
CONSISTENCY & AUTHENTICITY
Consuming
Producing/Sharing
Confidential - Dubit
The Tools of Fanatomy
Confidential - Dubit
The Tools of Fanatomy:
Minecraft:
Leveraging Superfans to Add Reach
Birth of
Minecraft
October:
Survival
Mode
June: Enters
Alpha Stage
August:
Pocket
Edition
Released
May: Xbox
360 edition
Released
December: PS3
edition Released
Minecraft Realms
Launched
September:
PS4 / Xbox
One edition
Released
December:
Passes to
Beta Stage
June:
Multiplayer
Released
February:
LEGO
Minecraft
Announced
Engagement
June:
Microsoft
Hololens
Demonstration
February:
Minecraft Pi
Edition
Released
0%
25%
50%
75%
100%
Summer 2009 2010 2011 2012 2013 2014 2015 2016
Early AdoptionInnovation Acceleration
Mainstream and sustainIncubatory growth Acceleration
Late majority
Minecraft growth by user type
1
Confidential - Dubit
Confidential - Dubit
To access David’s full presentation and several more
examples of “Tools of Fanatomy”, contact Stephanie
Whitley at stephanie.whitley@dubitlimited.com
www.dubitlimited.com

More Related Content

Similar to Kre8tif Fanatomy Presentation

Content Creators for Good: A Brand Guide to Working with Influencers
Content Creators for Good: A Brand Guide to Working with InfluencersContent Creators for Good: A Brand Guide to Working with Influencers
Content Creators for Good: A Brand Guide to Working with Influencers
Tara Nolan
 
Hawkes bay
Hawkes bayHawkes bay
Hawkes bay
Rodney Payne
 
Social Media Identity: Who Am I and How Did I Get Here
Social Media Identity: Who Am I and How Did I Get Here Social Media Identity: Who Am I and How Did I Get Here
Social Media Identity: Who Am I and How Did I Get Here
Nili Molvin Zaharony
 
How to Grow an Ad Agency: A Story of Vision, Culture, Reinvention
How to Grow an Ad Agency: A Story of Vision, Culture, ReinventionHow to Grow an Ad Agency: A Story of Vision, Culture, Reinvention
How to Grow an Ad Agency: A Story of Vision, Culture, Reinvention
edward boches
 
#12 IMU: PR for Inbound Marketing (GF402)
#12 IMU: PR for Inbound Marketing (GF402)#12 IMU: PR for Inbound Marketing (GF402)
#12 IMU: PR for Inbound Marketing (GF402)
HubSpot
 
RED GAFFA AIDC PRESENTATION
RED GAFFA AIDC PRESENTATIONRED GAFFA AIDC PRESENTATION
RED GAFFA AIDC PRESENTATION
Tamara Piller
 
Mediacritppt
MediacritpptMediacritppt
Mediacritppt
millerll1233
 
Creating Communication Consistency
Creating Communication Consistency Creating Communication Consistency
Creating Communication Consistency
Jessica Smith
 
Nonprofitstorytelling
NonprofitstorytellingNonprofitstorytelling
Nonprofitstorytelling
NonprofitsMatter
 
The Power of Tele-Visual Experiences & Pinterest
The Power of Tele-Visual Experiences & PinterestThe Power of Tele-Visual Experiences & Pinterest
The Power of Tele-Visual Experiences & Pinterest
Benjamin Weisman
 
LECTURE 2: Don Stanley's Design Class LSC 332 @UW Madison
LECTURE 2: Don Stanley's Design Class LSC 332 @UW MadisonLECTURE 2: Don Stanley's Design Class LSC 332 @UW Madison
LECTURE 2: Don Stanley's Design Class LSC 332 @UW Madison
Don Stanley
 
CMC2016 - How To Become a Top 5 Global Kids Brand
CMC2016 - How To Become a Top 5 Global Kids BrandCMC2016 - How To Become a Top 5 Global Kids Brand
CMC2016 - How To Become a Top 5 Global Kids Brand
Dubit
 
GCSE Lesson 1 Representation in the Media
GCSE Lesson 1 Representation in the MediaGCSE Lesson 1 Representation in the Media
GCSE Lesson 1 Representation in the Media
RafaelPerezOlivan
 
20 new truths for social media stars
20 new truths for social media stars20 new truths for social media stars
20 new truths for social media stars
Benjamin Weisman
 
Branding And Social Media
Branding And Social MediaBranding And Social Media
Branding And Social Media
columbus imPRessions
 
Star Quality for Pets.
Star Quality for Pets.Star Quality for Pets.
Star Quality for Pets.
Ullash Tiwari
 
What Fundraisers Can Learn From Rappers
What Fundraisers Can Learn From RappersWhat Fundraisers Can Learn From Rappers
What Fundraisers Can Learn From Rappers
Nonsense London
 
Branded Content - Wrigley 5Gum
Branded Content - Wrigley 5GumBranded Content - Wrigley 5Gum
Branded Content - Wrigley 5Gum
Nick Tubb
 
A Story to Tell: Facebook and Marketing
A Story to Tell: Facebook and MarketingA Story to Tell: Facebook and Marketing
A Story to Tell: Facebook and Marketing
Benjamin Kirby
 
Ignite The Spark
Ignite The SparkIgnite The Spark
Ignite The Spark
Dave Fleet
 

Similar to Kre8tif Fanatomy Presentation (20)

Content Creators for Good: A Brand Guide to Working with Influencers
Content Creators for Good: A Brand Guide to Working with InfluencersContent Creators for Good: A Brand Guide to Working with Influencers
Content Creators for Good: A Brand Guide to Working with Influencers
 
Hawkes bay
Hawkes bayHawkes bay
Hawkes bay
 
Social Media Identity: Who Am I and How Did I Get Here
Social Media Identity: Who Am I and How Did I Get Here Social Media Identity: Who Am I and How Did I Get Here
Social Media Identity: Who Am I and How Did I Get Here
 
How to Grow an Ad Agency: A Story of Vision, Culture, Reinvention
How to Grow an Ad Agency: A Story of Vision, Culture, ReinventionHow to Grow an Ad Agency: A Story of Vision, Culture, Reinvention
How to Grow an Ad Agency: A Story of Vision, Culture, Reinvention
 
#12 IMU: PR for Inbound Marketing (GF402)
#12 IMU: PR for Inbound Marketing (GF402)#12 IMU: PR for Inbound Marketing (GF402)
#12 IMU: PR for Inbound Marketing (GF402)
 
RED GAFFA AIDC PRESENTATION
RED GAFFA AIDC PRESENTATIONRED GAFFA AIDC PRESENTATION
RED GAFFA AIDC PRESENTATION
 
Mediacritppt
MediacritpptMediacritppt
Mediacritppt
 
Creating Communication Consistency
Creating Communication Consistency Creating Communication Consistency
Creating Communication Consistency
 
Nonprofitstorytelling
NonprofitstorytellingNonprofitstorytelling
Nonprofitstorytelling
 
The Power of Tele-Visual Experiences & Pinterest
The Power of Tele-Visual Experiences & PinterestThe Power of Tele-Visual Experiences & Pinterest
The Power of Tele-Visual Experiences & Pinterest
 
LECTURE 2: Don Stanley's Design Class LSC 332 @UW Madison
LECTURE 2: Don Stanley's Design Class LSC 332 @UW MadisonLECTURE 2: Don Stanley's Design Class LSC 332 @UW Madison
LECTURE 2: Don Stanley's Design Class LSC 332 @UW Madison
 
CMC2016 - How To Become a Top 5 Global Kids Brand
CMC2016 - How To Become a Top 5 Global Kids BrandCMC2016 - How To Become a Top 5 Global Kids Brand
CMC2016 - How To Become a Top 5 Global Kids Brand
 
GCSE Lesson 1 Representation in the Media
GCSE Lesson 1 Representation in the MediaGCSE Lesson 1 Representation in the Media
GCSE Lesson 1 Representation in the Media
 
20 new truths for social media stars
20 new truths for social media stars20 new truths for social media stars
20 new truths for social media stars
 
Branding And Social Media
Branding And Social MediaBranding And Social Media
Branding And Social Media
 
Star Quality for Pets.
Star Quality for Pets.Star Quality for Pets.
Star Quality for Pets.
 
What Fundraisers Can Learn From Rappers
What Fundraisers Can Learn From RappersWhat Fundraisers Can Learn From Rappers
What Fundraisers Can Learn From Rappers
 
Branded Content - Wrigley 5Gum
Branded Content - Wrigley 5GumBranded Content - Wrigley 5Gum
Branded Content - Wrigley 5Gum
 
A Story to Tell: Facebook and Marketing
A Story to Tell: Facebook and MarketingA Story to Tell: Facebook and Marketing
A Story to Tell: Facebook and Marketing
 
Ignite The Spark
Ignite The SparkIgnite The Spark
Ignite The Spark
 

Recently uploaded

一比一原版兰加拉学院毕业证(Langara毕业证书)学历如何办理
一比一原版兰加拉学院毕业证(Langara毕业证书)学历如何办理一比一原版兰加拉学院毕业证(Langara毕业证书)学历如何办理
一比一原版兰加拉学院毕业证(Langara毕业证书)学历如何办理
hyfjgavov
 
一比一原版(UO毕业证)渥太华大学毕业证如何办理
一比一原版(UO毕业证)渥太华大学毕业证如何办理一比一原版(UO毕业证)渥太华大学毕业证如何办理
一比一原版(UO毕业证)渥太华大学毕业证如何办理
bmucuha
 
DATA COMMS-NETWORKS YR2 lecture 08 NAT & CLOUD.docx
DATA COMMS-NETWORKS YR2 lecture 08 NAT & CLOUD.docxDATA COMMS-NETWORKS YR2 lecture 08 NAT & CLOUD.docx
DATA COMMS-NETWORKS YR2 lecture 08 NAT & CLOUD.docx
SaffaIbrahim1
 
一比一原版英国赫特福德大学毕业证(hertfordshire毕业证书)如何办理
一比一原版英国赫特福德大学毕业证(hertfordshire毕业证书)如何办理一比一原版英国赫特福德大学毕业证(hertfordshire毕业证书)如何办理
一比一原版英国赫特福德大学毕业证(hertfordshire毕业证书)如何办理
nyvan3
 
一比一原版多伦多大学毕业证(UofT毕业证书)学历如何办理
一比一原版多伦多大学毕业证(UofT毕业证书)学历如何办理一比一原版多伦多大学毕业证(UofT毕业证书)学历如何办理
一比一原版多伦多大学毕业证(UofT毕业证书)学历如何办理
eoxhsaa
 
Jio cinema Retention & Engagement Strategy.pdf
Jio cinema Retention & Engagement Strategy.pdfJio cinema Retention & Engagement Strategy.pdf
Jio cinema Retention & Engagement Strategy.pdf
inaya7568
 
REUSE-SCHOOL-DATA-INTEGRATED-SYSTEMS.pptx
REUSE-SCHOOL-DATA-INTEGRATED-SYSTEMS.pptxREUSE-SCHOOL-DATA-INTEGRATED-SYSTEMS.pptx
REUSE-SCHOOL-DATA-INTEGRATED-SYSTEMS.pptx
KiriakiENikolaidou
 
Build applications with generative AI on Google Cloud
Build applications with generative AI on Google CloudBuild applications with generative AI on Google Cloud
Build applications with generative AI on Google Cloud
Márton Kodok
 
一比一原版卡尔加里大学毕业证(uc毕业证)如何办理
一比一原版卡尔加里大学毕业证(uc毕业证)如何办理一比一原版卡尔加里大学毕业证(uc毕业证)如何办理
一比一原版卡尔加里大学毕业证(uc毕业证)如何办理
oaxefes
 
06-12-2024-BudapestDataForum-BuildingReal-timePipelineswithFLaNK AIM
06-12-2024-BudapestDataForum-BuildingReal-timePipelineswithFLaNK AIM06-12-2024-BudapestDataForum-BuildingReal-timePipelineswithFLaNK AIM
06-12-2024-BudapestDataForum-BuildingReal-timePipelineswithFLaNK AIM
Timothy Spann
 
A gentle exploration of Retrieval Augmented Generation
A gentle exploration of Retrieval Augmented GenerationA gentle exploration of Retrieval Augmented Generation
A gentle exploration of Retrieval Augmented Generation
dataschool1
 
Cell The Unit of Life for NEET Multiple Choice Questions.docx
Cell The Unit of Life for NEET Multiple Choice Questions.docxCell The Unit of Life for NEET Multiple Choice Questions.docx
Cell The Unit of Life for NEET Multiple Choice Questions.docx
vasanthatpuram
 
一比一原版澳洲西澳大学毕业证(uwa毕业证书)如何办理
一比一原版澳洲西澳大学毕业证(uwa毕业证书)如何办理一比一原版澳洲西澳大学毕业证(uwa毕业证书)如何办理
一比一原版澳洲西澳大学毕业证(uwa毕业证书)如何办理
aguty
 
[VCOSA] Monthly Report - Cotton & Yarn Statistics May 2024
[VCOSA] Monthly Report - Cotton & Yarn Statistics May 2024[VCOSA] Monthly Report - Cotton & Yarn Statistics May 2024
[VCOSA] Monthly Report - Cotton & Yarn Statistics May 2024
Vietnam Cotton & Spinning Association
 
一比一原版美国帕森斯设计学院毕业证(parsons毕业证书)如何办理
一比一原版美国帕森斯设计学院毕业证(parsons毕业证书)如何办理一比一原版美国帕森斯设计学院毕业证(parsons毕业证书)如何办理
一比一原版美国帕森斯设计学院毕业证(parsons毕业证书)如何办理
asyed10
 
一比一原版英属哥伦比亚大学毕业证(UBC毕业证书)学历如何办理
一比一原版英属哥伦比亚大学毕业证(UBC毕业证书)学历如何办理一比一原版英属哥伦比亚大学毕业证(UBC毕业证书)学历如何办理
一比一原版英属哥伦比亚大学毕业证(UBC毕业证书)学历如何办理
z6osjkqvd
 
在线办理(英国UCA毕业证书)创意艺术大学毕业证在读证明一模一样
在线办理(英国UCA毕业证书)创意艺术大学毕业证在读证明一模一样在线办理(英国UCA毕业证书)创意艺术大学毕业证在读证明一模一样
在线办理(英国UCA毕业证书)创意艺术大学毕业证在读证明一模一样
v7oacc3l
 
原版制作(unimelb毕业证书)墨尔本大学毕业证Offer一模一样
原版制作(unimelb毕业证书)墨尔本大学毕业证Offer一模一样原版制作(unimelb毕业证书)墨尔本大学毕业证Offer一模一样
原版制作(unimelb毕业证书)墨尔本大学毕业证Offer一模一样
ihavuls
 
一比一原版格里菲斯大学毕业证(Griffith毕业证书)学历如何办理
一比一原版格里菲斯大学毕业证(Griffith毕业证书)学历如何办理一比一原版格里菲斯大学毕业证(Griffith毕业证书)学历如何办理
一比一原版格里菲斯大学毕业证(Griffith毕业证书)学历如何办理
lzdvtmy8
 
Predictably Improve Your B2B Tech Company's Performance by Leveraging Data
Predictably Improve Your B2B Tech Company's Performance by Leveraging DataPredictably Improve Your B2B Tech Company's Performance by Leveraging Data
Predictably Improve Your B2B Tech Company's Performance by Leveraging Data
Kiwi Creative
 

Recently uploaded (20)

一比一原版兰加拉学院毕业证(Langara毕业证书)学历如何办理
一比一原版兰加拉学院毕业证(Langara毕业证书)学历如何办理一比一原版兰加拉学院毕业证(Langara毕业证书)学历如何办理
一比一原版兰加拉学院毕业证(Langara毕业证书)学历如何办理
 
一比一原版(UO毕业证)渥太华大学毕业证如何办理
一比一原版(UO毕业证)渥太华大学毕业证如何办理一比一原版(UO毕业证)渥太华大学毕业证如何办理
一比一原版(UO毕业证)渥太华大学毕业证如何办理
 
DATA COMMS-NETWORKS YR2 lecture 08 NAT & CLOUD.docx
DATA COMMS-NETWORKS YR2 lecture 08 NAT & CLOUD.docxDATA COMMS-NETWORKS YR2 lecture 08 NAT & CLOUD.docx
DATA COMMS-NETWORKS YR2 lecture 08 NAT & CLOUD.docx
 
一比一原版英国赫特福德大学毕业证(hertfordshire毕业证书)如何办理
一比一原版英国赫特福德大学毕业证(hertfordshire毕业证书)如何办理一比一原版英国赫特福德大学毕业证(hertfordshire毕业证书)如何办理
一比一原版英国赫特福德大学毕业证(hertfordshire毕业证书)如何办理
 
一比一原版多伦多大学毕业证(UofT毕业证书)学历如何办理
一比一原版多伦多大学毕业证(UofT毕业证书)学历如何办理一比一原版多伦多大学毕业证(UofT毕业证书)学历如何办理
一比一原版多伦多大学毕业证(UofT毕业证书)学历如何办理
 
Jio cinema Retention & Engagement Strategy.pdf
Jio cinema Retention & Engagement Strategy.pdfJio cinema Retention & Engagement Strategy.pdf
Jio cinema Retention & Engagement Strategy.pdf
 
REUSE-SCHOOL-DATA-INTEGRATED-SYSTEMS.pptx
REUSE-SCHOOL-DATA-INTEGRATED-SYSTEMS.pptxREUSE-SCHOOL-DATA-INTEGRATED-SYSTEMS.pptx
REUSE-SCHOOL-DATA-INTEGRATED-SYSTEMS.pptx
 
Build applications with generative AI on Google Cloud
Build applications with generative AI on Google CloudBuild applications with generative AI on Google Cloud
Build applications with generative AI on Google Cloud
 
一比一原版卡尔加里大学毕业证(uc毕业证)如何办理
一比一原版卡尔加里大学毕业证(uc毕业证)如何办理一比一原版卡尔加里大学毕业证(uc毕业证)如何办理
一比一原版卡尔加里大学毕业证(uc毕业证)如何办理
 
06-12-2024-BudapestDataForum-BuildingReal-timePipelineswithFLaNK AIM
06-12-2024-BudapestDataForum-BuildingReal-timePipelineswithFLaNK AIM06-12-2024-BudapestDataForum-BuildingReal-timePipelineswithFLaNK AIM
06-12-2024-BudapestDataForum-BuildingReal-timePipelineswithFLaNK AIM
 
A gentle exploration of Retrieval Augmented Generation
A gentle exploration of Retrieval Augmented GenerationA gentle exploration of Retrieval Augmented Generation
A gentle exploration of Retrieval Augmented Generation
 
Cell The Unit of Life for NEET Multiple Choice Questions.docx
Cell The Unit of Life for NEET Multiple Choice Questions.docxCell The Unit of Life for NEET Multiple Choice Questions.docx
Cell The Unit of Life for NEET Multiple Choice Questions.docx
 
一比一原版澳洲西澳大学毕业证(uwa毕业证书)如何办理
一比一原版澳洲西澳大学毕业证(uwa毕业证书)如何办理一比一原版澳洲西澳大学毕业证(uwa毕业证书)如何办理
一比一原版澳洲西澳大学毕业证(uwa毕业证书)如何办理
 
[VCOSA] Monthly Report - Cotton & Yarn Statistics May 2024
[VCOSA] Monthly Report - Cotton & Yarn Statistics May 2024[VCOSA] Monthly Report - Cotton & Yarn Statistics May 2024
[VCOSA] Monthly Report - Cotton & Yarn Statistics May 2024
 
一比一原版美国帕森斯设计学院毕业证(parsons毕业证书)如何办理
一比一原版美国帕森斯设计学院毕业证(parsons毕业证书)如何办理一比一原版美国帕森斯设计学院毕业证(parsons毕业证书)如何办理
一比一原版美国帕森斯设计学院毕业证(parsons毕业证书)如何办理
 
一比一原版英属哥伦比亚大学毕业证(UBC毕业证书)学历如何办理
一比一原版英属哥伦比亚大学毕业证(UBC毕业证书)学历如何办理一比一原版英属哥伦比亚大学毕业证(UBC毕业证书)学历如何办理
一比一原版英属哥伦比亚大学毕业证(UBC毕业证书)学历如何办理
 
在线办理(英国UCA毕业证书)创意艺术大学毕业证在读证明一模一样
在线办理(英国UCA毕业证书)创意艺术大学毕业证在读证明一模一样在线办理(英国UCA毕业证书)创意艺术大学毕业证在读证明一模一样
在线办理(英国UCA毕业证书)创意艺术大学毕业证在读证明一模一样
 
原版制作(unimelb毕业证书)墨尔本大学毕业证Offer一模一样
原版制作(unimelb毕业证书)墨尔本大学毕业证Offer一模一样原版制作(unimelb毕业证书)墨尔本大学毕业证Offer一模一样
原版制作(unimelb毕业证书)墨尔本大学毕业证Offer一模一样
 
一比一原版格里菲斯大学毕业证(Griffith毕业证书)学历如何办理
一比一原版格里菲斯大学毕业证(Griffith毕业证书)学历如何办理一比一原版格里菲斯大学毕业证(Griffith毕业证书)学历如何办理
一比一原版格里菲斯大学毕业证(Griffith毕业证书)学历如何办理
 
Predictably Improve Your B2B Tech Company's Performance by Leveraging Data
Predictably Improve Your B2B Tech Company's Performance by Leveraging DataPredictably Improve Your B2B Tech Company's Performance by Leveraging Data
Predictably Improve Your B2B Tech Company's Performance by Leveraging Data
 

Kre8tif Fanatomy Presentation

  • 1. Confidential - Dubit The “Fanatomy” of Kids Media (and how to use it) David Kleeman SVP, Global Trends, Dubit for KRE8TIF, August 2018
  • 2. Dubit is a global kids and family agency with an onsite PlayLab… Confidential - Dubit
  • 3. …and a 70-person strategy, research and digital team, in three countries. Confidential - Dubit
  • 5. 2 surveys per year 2000 children and parents 2 surveys per year 1300 children and parents 1 survey per year 1000 children and parents 1 survey per year 1000 children and parents 1 survey per year 1000 children and parents 1 survey per year 1000 children and parents 1 survey per year 1000 children and parents 1 survey per year 800 children and parents 1 survey per year 800 children and parents 1 survey per year 800 children and parents 1 survey per year 2000 children and parents Confidential - Dubit
  • 6. Confidential - Dubit Fanatomy: If you don’t know where you’re going, you might end up somewhere else. - Yogi Berra
  • 7. 0% 15% 30% March 2015 March 2016 March 2017 Confidential - Dubit 788 930Number of different brands Top 5 brands (market share) 16.2% 22.1% Long tail, fat head 1048 25.4% 355 40 38% 39% 435 31% 284 49% Apps Social TVToys #of Brands Top 5 Share
  • 8. Confidential - Dubit The squeezed middle Blockbuster Efficiency Passion 0% 15% 30% March 2015 March 2016 March 2017
  • 9. Confidential - Dubit Be better than Lego, Upin or Angry Children have roughly three favorite brands at a time. To break in, you may need to topple a favorite.
  • 10. Confidential - Dubit ExpressionInterpretation Depth Relevance Interact Community Niche Exploration Identification Creativity Development Differentiation Casual Active Fan Superfan What the owner of the original text is communicating How the audience interprets and interacts with the text
  • 11. Confidential - Dubit ExpressionInterpretation Depth Create multiple points of content e.g. characters, sub-plots Relevance Measure points of engagement and focus on these Interact Invest in content your audience engages with Community Provide a place for your audience to talk. You don’t need to own this space Niche Serve the superfan via deep and easter- egg content Exploration Allows the audience to explore content Identification Allows the audience to think the content is for them Creativity Audience expands narrative because it relates to them Development Allows the audience to improvise the brand Differentiation The superfan feels ownership Casual Active Fan Superfan
  • 13. Confidential - Dubit What’s My Fanatomy? The T-Shirt Test
  • 14. Confidential - Dubit Do Kids Wear Your Brand?
  • 15. Confidential - Dubit ExpressionInterpretation Depth Relevance Interact Community Niche Exploration Identification Creativity Development Differentiation Casual Active Fan Superfan More interactive? Maintaining share CONSISTENCY & AUTHENTICITY Consuming Producing/Sharing
  • 16. Confidential - Dubit The Tools of Fanatomy
  • 17. Confidential - Dubit The Tools of Fanatomy: Minecraft: Leveraging Superfans to Add Reach
  • 18. Birth of Minecraft October: Survival Mode June: Enters Alpha Stage August: Pocket Edition Released May: Xbox 360 edition Released December: PS3 edition Released Minecraft Realms Launched September: PS4 / Xbox One edition Released December: Passes to Beta Stage June: Multiplayer Released February: LEGO Minecraft Announced Engagement June: Microsoft Hololens Demonstration February: Minecraft Pi Edition Released 0% 25% 50% 75% 100% Summer 2009 2010 2011 2012 2013 2014 2015 2016 Early AdoptionInnovation Acceleration Mainstream and sustainIncubatory growth Acceleration Late majority Minecraft growth by user type 1 Confidential - Dubit
  • 19. Confidential - Dubit To access David’s full presentation and several more examples of “Tools of Fanatomy”, contact Stephanie Whitley at stephanie.whitley@dubitlimited.com www.dubitlimited.com