Duncan Yo-Yo Digital Strategy

A Digital Spin

“The Original World’s #1”

after 80 years, they’re on the down swing

All Tied Up

challengers

verticalyomegasaturn precisionteam losi

horizontalhobby modelingvideo gamesonline ecosystems

Duncan>No clear Brand Voice>Unwilling to share their brand with users>Viewed as old fashioned, nerdy, or unexciting

strung out

yo-yo’erstereotypes

on

too nerdyold fashioned boring

childlikeblack and white disinterested

theRetro Culturist

yo yo movie

Content Categoriesstyletrend

designart

fashion

Digital ExpressionFacebook

FlickrWordpress

VimeoTwitter

StumbleUpon

the participant’s Digital Diet

“use of digital channels and media for self expression and establishing

personal design ethos”

>Appeals to childlike nostalgia>Old persuasive messaging comes across as less suspicious>Allows for counter cultural movements

“Why new ‘old’ design works”

online design experience

•”Wayback Machine” sourcing/

color palette analysis

•retro time capsule

•YoYo design

•facebook photo/ Flickr integration

•online purchase

mobile design experience

Location Specific Historical Imagery

•geotagged retro businesses•cultural iconography• local color palettes

•facebook account tie in

Launch Plan

•Trial in select trend sensitive/ design cities (SF, LA, NYC, Miami)

•Measure digital chatter, blog, pr coverage

•Adjust implementation before national launch