Sony pics kids 2011 public
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This is Stardoll
The destination for virtual fashion and entertainment where users can express their creativity around fashion, celebrity, virtual shopping and dress-up games
Currently 97 million registered users the audience is deeply engaged in all aspects of self-expression, discovery, and communication
The site is updated daily with over 80,000 new fans joins daily across the globe
Stardoll HQ is based in Stockholm, with offices in Los Angeles, London, New York and Düsseldorf employing over 100 people
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Creative, compelling content
Wide reaching fully engaged global audience
Safe environments
Single buying point to access kids and their parents
Highly efficient media platform
Market leading reach of teens, tweens and parents
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27th January, Marketing Week
http://www.marketingweek.co.uk/trends/girls-just-want-to-have-fun-in-the-media-mix/3022759.article
3 page exclusive announcing new study from Stardoll and Carat Global looking at motivations, influences and digital behaviour
Groundbreaking new insight into kids around the world
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6.6m unique visitors (+4% mth on mth)
22.8m visits (+7%)22.8m visits (+7%)
434m page views (+10%)434m page views (+10%)
20 mins av time on site (+2%)20 mins av time on site (+2%)
19 pages per visit (+4%)19 pages per visit (+4%)
75% of users 75% of users aged 5-15 years oldaged 5-15 years old
Source: Google Analytics last 30 days mth on mth & active users last 6 months
Stardoll EU traffic overview & family audience
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Adults 25 – 49 represent 20% of the Stardoll audience
Women with children are 23% more likely to play with their children on Stardoll than they are on other sites
81% of mothers visit and play on Stardoll at least 1x a week
59% of mothers have their own Stardoll account
Source: Comscore and Magid Study ‘10
Stardoll Parents
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Relevant case studies
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Camp Rock 2 heavy integration, pan Euro
470k visits to brand page107k click to plays of trailer
4.1m paid, 101m earned imps
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Justin Bieber’Never Say Never’
Heavy integration including:
Bieber clubBieber parties
Dress up BieberDress up Miley
Take me to Cinema e-cardShare content with 5 friendsGet JB jacket for registering
at Paramount Picture Club
2m paid, 21m earned imps6.6m interactions
25k parties created
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Brief
Make our “unlikely hero” #1 at the box office, drive users to Paramount Club online
Solution
Create a ‘wild west’ theme within Stardoll, reward users for participation
Results
5,000 registrations on Paramount Picture Club, 50K cowboy hats/boots distributed for watching the trailer/joining the PP club
http://premiereclub.paramountpictures.co.uk/register.php
Rango
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Brief
Make Shrek 3 the biggest and best Shrek of all!
Solution
Re-create Shrek’s nightmare on Stardoll and engage audience with exclusive store, cinema activity
Results
32% of audience reach in 1 month, 12,000 registrations on Paramount Picture Club, 39K trailer views
Shrek Forever After
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Brief
Create Chihuahua madness across the Stardoll website
Solution
Users participate in a ‘puppy hunt/round-up’ on the site, reward with virtual dogs back in Suite
Results
191K game completions, 1.1m virtual dogs acquired, 23K trailer views
Beverly Hills Chihuahua 2
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Brief
Reach key T/A and engage with Megamind, drive trailer views and new registrations to Paramount Picture Club
Solution
Gift wild & wacky Megamind clothing & apparel, campaign page and pester power using the “Wish Card”
Results
1,300 wish cards sent to parents, 44K trailer views, 10K registrations to Paramount Picture Club
Megamind
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729k Unique Visitors to Tangled content
158k Unique Visitors played the trailer
22k clicks to the Facebook page
Disney’s Tangled
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Brief
Maximize reach of 7 – 14’s on the site, engage community with the plot, challenge users to ‘live the film’ in their own personal space
Solution
Users created their own Dragon Village Sceneries, massive HPTOver on day-of release
Results
64K Dragon Villages created, 700K uniques participated, 26K trailer views
How To Train Your Dragon
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Brief
Maximize box office takings with 11 year olds and their parents, focus on trailer views, ‘Cats & Dogs unite’ theme
Solution
Create the first ever ‘Cats & Dogs pet-shop’ on Stardoll, users adopt a cat or dog & get rewarded
Results
170K trailer views, 80% of users said they’d see it in Cinema, 200K uniques engaged with the content
Cats & Dogs, The Revenge of Kitty Galore
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Brief
Maximize box office takings with 13 – 18 year olds, showcase the star-studded cast, re-create the mystery of Alice’s adventure down the rabbit hole
Solution
Build ‘Wonderland’ into Stardoll, dress the Alice doll, HPTOvers for additional impact
Results
5m guaranteed imps, 10m delivered, 50K Trailer views, Alice in Wonderland doll garnered 134K imps
Tim Burton’s Alice in Wonderland
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What did we learn from Burlesque?
An innovative one stop creative/media solution can be rolled out in multi-countries easily and cost efficiently
Deep level engagement with Deep level engagement with brands can be achieved on a brands can be achieved on a large scalelarge scale
A flexible platform that reacts A flexible platform that reacts quickly to last minute changesquickly to last minute changes
100% localisation from 100% localisation from content creation through to content creation through to reportingreporting
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Ideas for Sony Pictures Kid’s Films 2011
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Build buzz and excitement within community around releases with bespoke, integrated content
Efficiently reach high proportions of Kids and Parents Efficiently reach high proportions of Kids and Parents with complete creative and media solutionswith complete creative and media solutions
Give users the opportunity to engage with Sony films Give users the opportunity to engage with Sony films in their own space and in their own timein their own space and in their own time
Allow consumers to share their comments and Allow consumers to share their comments and experience with broader communities on and off the experience with broader communities on and off the Stardoll platformStardoll platform
Drive high volumes of click to view trailersDrive high volumes of click to view trailers
Reward users for engaging with Sony inspired contentReward users for engaging with Sony inspired content
Overriding strategy around each film release
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Build hub pages hosting copy, images, video and external linksBuild hub pages hosting copy, images, video and external links
Link into core Stardoll activites with teasers to bespoke content Link into core Stardoll activites with teasers to bespoke content to create buzz and excitement in build up to and following to create buzz and excitement in build up to and following releaserelease
Drive views of trailers playing in Stardoll Cinema and throughout Drive views of trailers playing in Stardoll Cinema and throughout sitesite
Reward trailer views, landings at Facebook page, joining club, sharing with friends etc with virtual gifts
Efficiently reach T/A with age targeted co-branded traffic drivers and roadblock existing relevant clubs and dolls
Develop range of co-branded traffic drivers, both standard IAB and Stardoll bespoke format e.g. tenancy button (co-branded formats perform 3x as effectively as external ads)external ads)
Editorial support, including contest to win Stardollars and/or Editorial support, including contest to win Stardollars and/or prizes from Sony, Facebook posts announcing contentprizes from Sony, Facebook posts announcing content
How?
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Zookeeper – the idea
Develop a bespoke Zookeeper suite shop where user’s can collect items and characters from the movie for their own suite
User’s suites are the the most popular destination on Stardoll after homepage (70m page views last 30 days in EU)
Suites are users personal homepage and very Suites are users personal homepage and very importantimportant
Suite shop is integral part of all users suites, Suite shop is integral part of all users suites, Zookeeper would be a new category at the top of the Zookeeper would be a new category at the top of the shopshop
Users can vote for friends and other user’s suitesUsers can vote for friends and other user’s suites
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The suite shop
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Example of a user in her Zookeeper styled suite
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Homepage reskin
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Transform all users by smurfing them for a day!
First time we have ever done this at StardollFirst time we have ever done this at Stardoll
Support this with campaign page incorporating a Support this with campaign page incorporating a countdown to the big day of release and surprise, countdown to the big day of release and surprise, what’s going to happen?what’s going to happen?
Potential to hide the various Smurf characters around Potential to hide the various Smurf characters around the site for the users to discover. Once they find all the site for the users to discover. Once they find all they can choose their favourite to adopt and keep in they can choose their favourite to adopt and keep in their suitetheir suite
Smurfs
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All users are ’Smurfed’!
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Campaign page is Smurf’s hub at Stardoll
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Co-branded homepage puff
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Homepage reskin
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Help youngsters rediscover the cult that is Tintin
Create Tintin and snowy as the newest dress up dolls, to include their outfits and accessories they wear in the film. Incorporate Mood Book showcasing photographic images from film to inspire dress up creations
Dress up gaming functionality is the original game Dress up gaming functionality is the original game play from where Stardoll began life. It remains one of play from where Stardoll began life. It remains one of the top 3 most popular activities on the platform (44m the top 3 most popular activities on the platform (44m visits to dress up doll pages last 30 days in EU)visits to dress up doll pages last 30 days in EU)
Develop a Tintin club to find the most avid Tintin fans, Develop a Tintin club to find the most avid Tintin fans, showcase winning dress up creations and the users on showcase winning dress up creations and the users on Stardoll homepage for a day!Stardoll homepage for a day!
Tintin – the idea
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Logged out homepage reskin
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xxx
Logged in homepage reskin
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Stardoll’s yearly advent calendar is Arthur Christmas in EU!
For the first time the calendar in EU will be taken over by a brand
8.5m visits last December
Supported with campaign page as hub of all Arthur Christmas content
All window gifts to be Arthur Christmas inspired and branded
Potential for new video releases to be behind some windows
Arthur Christmas – the idea
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Arthur Christmas Advent Calendar with video
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Arthur Christmas Advent Calendar with video
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Campaign page hub
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Core activity integration (suite shop, doll, calendar, avatar transformation)
Film hub page (campaign page, club page)Film hub page (campaign page, club page)
Contests (including homepage winner showcase)Contests (including homepage winner showcase)
Virtual gifting at launch and in return for agreed actions Virtual gifting at launch and in return for agreed actions e.g. trailer plays, engaging with content, landing at FB pge.g. trailer plays, engaging with content, landing at FB pg
Trailers in Stardoll CinemaTrailers in Stardoll Cinema
Full range of co-branded promo placementsFull range of co-branded promo placements
Facebook and client site integrationFacebook and client site integration
ALL FULLY LOCALISED, GEO-TARGETED, AGE TARGETED ALL FULLY LOCALISED, GEO-TARGETED, AGE TARGETED AND REPORTED BY COUNTRYAND REPORTED BY COUNTRY
What’s included within each film campaign?
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Live webchat functionality subject to talent availability
Some optional extras
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Use www.paperdollheaven.com to drive younger users (aged 3-7) to content on Stardoll. In case of dress up dolls (Tintin) we can host dolls here also (350k UV’s olls here also (350k UV’s p/mth)p/mth)
Optional extras
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Video streaming directly in suite
Optional extras
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