Hasbro Addiction

7/29/2019 Hasbro Addiction

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Bop It - digital strategyRed Keds, , , 2012

Bop it

Digital strategy


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Strategic approachCreative brief

Media channels & tools choice


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Red logicBusiness task:Grow awareness > involve into an oflline game > iniciate a purchase.

Whos the target audience and what distracts their attention now?The core: 14-21. Broad audience 10-30.They like to hang out with their friends spontaneously (not necessary on fridays even at work during lunch or at schoolbreaks while the teacher is lait for a lesson).

They need a general tool for creating fun around them which never fails and helps to unite people and friends. .OCCASIONS: school breaks, cafes, home parties, vacations, parks etc,BUSINESS SOURCE: board games like Activity, Uno + any other time-killers (even including smoking).

Consumer insight:Board games are sometimes associated with nerds or something very childish, thats why a proposal to play a board gamecan be taken as a fail idea which is not appropriate for cool guys.

Most effective touchpoints:Branded site, social media, lifestyle and time-killing sites.

How does the category engage and how can we challenge this?Current board games category is not a mainstream because and there are not much creative and involvinf campaigns exceptfoursquaropoly. But still the category is perceived as something for narrow audience.We can destroy this stereotype and grow audience by giving an added value for playing Bop it for teens and young adults.

Communictaion role:Bop it beats the stereotype that board games are for kids or for people with no other interests by telling about cool addedvalues.


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Creative conceptBop it as a brand new addiction


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Manifesto and moodboard

Frantically checking Facebook? Munching on donuts when nobodys looking? Shopping till you drop?

Beware! A new addiction its on its way.

An addiction so powerful, it leaves no room for anything else.


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Bopping a new powerful addiction


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Mechanics

Say NO to bopping!An interactive website warns and educates visitors about the new

addiction, its symptoms and consequences. The list of Bop It dealers andplaces to avoid is provided.

My life is bopping.Pages in Social Media, promoting Bop It addicts lifestyle.


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Website concept


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Entering the website

The site starts with a disclaimer about potential consequences of becoming addicted to Bop It.

Use your own discretion when entering!

Quick tour explains that a highly addictive game is now allowed in Russia.

Warning! You might be in at-risk group!

Prove that you are of bopit-legal age and enter to learn more.


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Main page

Main page consists of

information blocks puttogether to educate about

the new addiction and

prevent it from spreading:

- addiction consequences;

- at-risk groups;- dangerous neighborhoods;

- for those who got hooked.


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Addiction consequences -

body scheme

Learn what happens to thebody when you become

addicted to Bop It!

Interactive info-graphic allows

you to choose a Bop It difficulty

level and see what happens tothe body:

- the pupils enlarge till they pop at an

expert level;

- the fingers grow bigger, at an

expert level an extra finger mightgrow on each hand;

- the knees become flexible both ways

due to constant bouncing.


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Addiction consequences -your social life before and aster

Info-graphic shows dreadful change

in social life that happens when one

is on Bop It.

- no more quiet alone time;

- overwhelming amount of phone calls;

- people gathering around wherever you go.


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Addiction consequences - video

We see a group of friends

happily playing Bop It and havinga good time.

Voice-over:

Pay attention to the typical symptoms!

Uncontrollable laughter, compulsive

rhythmical movements, prolonged stateof euphoria.

It might happen to you, if you are not

cautious.


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At-risk

Warning! Your friends might be at risk of

this new powerful addiction!

Check the list of typical Bop It addict

types. Think if you know anybody like

that.

Your friend tends to pull on door knobs,

push the elevator buttons and shout atthe concert?

They might become a next Bop It addict!

Choose a friend at-risk from the list of

your VK/FB friends and post a warning

on their wall with one simple click.

Information about a person becoming addicted

is posted on their wall aster they log in.


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Dangerous

neighborhoods

There are neighborhoods in your city thatare not bopit-safe.

Check the list of places where Bop It

addicts get together and avoid them at all

costs.

You can also check the list of prohibited

Bop It addicts groups in Social Media youmight get invited into. Say no!!!

Beware! Bop-dealers might approach you

at the mall and offer to try Bop It for free.

Some malls are particularly dangerous -

learn the addresses and keep clear!


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For those on Bop It

If you are on Bop It already, its

impossible to get off.

But there are things you can do tomake it easier.

Be responsible and check in with the

rehabilitation center.

Invite your VK/FB friends that have a

similar condition.

Rehab offers activities to help

monitor usage of Bop It(tournament table, event calendar,

forfeit suggestions).


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Petition!

Sign a petition to make Bop It illegal in Russia and save thousands of friends from becoming Bop It addicts!

When 100 signatures are reached, the petition will be sent to Tatyana A. Golikova, the Russian Federation

Minister of Health and Social Development. Stop the Bop It!!!

Sign to prohibit

the dangerous spread of

Bop It!


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Wiki

A wiki page about Bop It addiction and

controversy around it.

Some state that Bop It addiction can begood for you.

Links to the websites and Social Media.

If Wiki page is removed, a fake Wiki page

will be created.


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Extras


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Bop It responsibly!

If you are on Bop It make sure you

dont spread it around.

There are places in the city branded

with Bop It signs to keep your

addiction at bay.

If you need to Bop It - do it there!


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Bop It signs

Branded Bop It signs with directions

like pull, bop it, scream, etcare placed all over city:

by the doors;

next to the elevator buttons;

at McAuto ordering, etc.


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Social media promotion strategy


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Bop-it as a brand new cool addiction

Brand role in social media: to promote Bop-it lifestyle

emphasizing how cool its to be Bop-it addicted;

Tone of voice: friendly and controversial;


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Bop It addicts are coming!

Pages of bopit-addicts in VKontakte and Facebook where lifestyle is promoted, tips and

memos are shared and prohibitions are laughed at.


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Social media promotion strategy

Facebook.com & Vkontakte.ru

1st stage

INTRODUCE BOP IT MEME

http://meme-generator.ru/latesthttp://www.facebook.com/mtv.ruhttp://vk.com/comics_pagehttp://vk.com/comicsall

reach = 452 000

2nd stage 3rd stage

ANNOUNCE BOP IT PAGE

http://vk.com/cartekacabhttp://meme-generator.ru/latesthttp://www.facebook.com/mtv.ruhttp://vk.com/comics_pagehttp://vk.com/comicsall

reach= 514 000

SEED THE BOP IT PAGE

WITHIN CURRENT SUB-CULTURES

http://vk.com/hip_hop_shithttp://vk.com/bassmyasshttp://skateboarding.ru/http://vk.com/club97572 -

http://www.facebook.com/traektoria

reach=65 000

CONTEXT
http://skateboarding.ru/http://skateboarding.ru/http://skateboarding.ru/http://skateboarding.ru/http://skateboarding.ru/http://skateboarding.ru/http://skateboarding.ru/http://skateboarding.ru/http://skateboarding.ru/http://skateboarding.ru/http://skateboarding.ru/http://skateboarding.ru/http://skateboarding.ru/http://skateboarding.ru/http://skateboarding.ru/http://skateboarding.ru/http://vk.com/comics_pagehttp://vk.com/comics_pagehttp://vk.com/comics_pagehttp://vk.com/comics_pagehttp://vk.com/comics_pagehttp://vk.com/comics_pagehttp://vk.com/comics_pagehttp://vk.com/comics_pagehttp://www.facebook.com/mtv.ruhttp://www.facebook.com/mtv.ruhttp://meme-generator.ru/latesthttp://meme-generator.ru/latesthttp://vk.com/cartekacabhttp://vk.com/cartekacabhttp://vk.com/comics_pagehttp://vk.com/comics_pagehttp://vk.com/comics_pagehttp://vk.com/comics_pagehttp://vk.com/comics_pagehttp://vk.com/comics_pagehttp://vk.com/comics_pagehttp://vk.com/comics_pagehttp://vk.com/comics_pagehttp://vk.com/comics_pagehttp://www.facebook.com/mtv.ruhttp://www.facebook.com/mtv.ruhttp://meme-generator.ru/latesthttp://meme-generator.ru/latest


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Bop it at Twitter.com promotion

REPLY TO ADDICTED PEOPLE

1) Launch Bop-it twitter account with links to the promo-site, facebook page and vkontakte page;2) Promote Bop-it life style introducing Bop-it life style tips (1-2 per day);3) Find tweets with , etc. tags and answer them You haventexperienced addiction until you try Bop-it! or But still its nothing compared Bop-it and a link to the promo-site and online-application;


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Be addictive with bop it promotion

ADDICTION

TOUCHPOINTCALL-TO-ACTION TOOL

SOCIAL MEDIA:

VKONTAKTE.RU;

FACEBOOK.COM;

TWITTER.COM.

1) Calculate your time spent on social media youcan spend it on playing with your friends instead ofcommenting them;

2) Be aware or a new very addictive subculture.

Application; Context; Seeding.

VIDEO SITES:

RUTUBE.RU;

TVIDI.RU;

FILM.RU & MOLODEJJ.RU;

IVI.RU

Play a brand new addictive game Bop it instead ofwatching next video.

Pre-rolls; Post-rolls.

ONLINE GAMING

RUTUBE GAMING VIDEOS;

GAMEGURU.RU;

ONLINEGURU.RU;

MAIL.RU/GAMES

Play a brand new addictive game Bop it instead ofplaying next level/game.

Banners.

LIFESTYLE SITES:

LOOKATME.RU;

AFISHA.RU;

LIVEINTERNET.RU

1) Become a member of a brand new subcultureaddictive to a new type of addiction. Special project; Banners.


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Site promotion plan

BOPIT.RU

1ST: BUILDING AWARENESS 2ND: TACTIC INVOLVING CAMPAIGNS 3RD: CELEBRATION

PRODUCT PAGE

SOCIAL DESIGN: LIST OF FRIENDS VISITED SITE, INVITATIONS

GAMIFICATION: ACHIEVEMENTS & BADGES LAUNCH

FEB MAR APR MAY JUN JUL AUG SEPT OCT NOV DEC

FACEBOOK PAGE

VKONTAKTE GROUP

TWITTERBLOG

VIRAL CONTENT: VIDEO-INSTRUCTION, INFOGRAPHICS, CONTEST WITH UGC

BOP IT YEARBOOK

BANNERS

PRE/POST ROLLS

SPECIAL PROJECTS

SEEDING

CONTEXT

PRE/POST ROLLS

SEEDING


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THANK YOU!

Documents

Hasbro Addiction