EXECUTIVE SUMMARY
Multiplatform release of a movie-based game with the Smurfs license, based on and timed
with the Smurfs 2 Movie (Sony Pictures Entertainment)
THE GAME
GAME TITLE === The Smurfs 2 GENRE ====== 2D Platformer PLATFORMS ====== X360
====== PS3 ====== Wii ====== WiiU ====== DS
DEV ======= UbiSF / WayForward
RELEASE DATE ==== 7/16/2013
189K Units on Wii (US)
338K Units on DS (US)
18M Installs 9M Fans WW
2011
30M Installs WW
• Sony Pictures largest movie of 2011
• Star studded cast – including Neal Patrick Harris, Sofia Vergara and George Lopez
• Massive movie marketing budget
• Huge brand equity and recognition
• Kids Games over index during console transitions
SITUATIONAL ANALYSIS
• $142M DOMESTIC
• $563M WW
SMURF’S WERE EVERYWHERE IN 2011!!!
96% AWARENESS W/ ADULTS
66% AWARENESS W/ KIDS
THE STARS RETURN FOR SEQUEL AND ADD CHRISTINA RICCI
10% OF VG SALES ON AVG
11%-12% DURING TRANSITIONS
MOVIE OVERVIEW
Gargamel has created an evil version of Smurfs called the Naughties. Together the Naughties kidnap Smurfette and imprison her in Paris.
Its now up to Papa Smurf and friends to return to our world, save the day and prevent Smurfette from turning into a Naughty herself!
GAME OVERVIEW
KEY FEATURES
Play up to 4 players with 8 different playable Smurfs each equipped with one special ability
KEY FEATURES
Experience the Smurfs adventure from the movie
playing thru 6 different worlds: Smurf Village, NYC,
Paris…
ONLY ON Wii U
Join in as a 5th player on the GamePad and control Clockwork Smurf on the touchscreen to help your friends by dropping pickup
items and by defeating enemies on their behalf.
TARGET
Messaging: • Relive the fun of the
Smurfs 2 movie!
Messaging: • A great, accessible game,
for you and your kids to play together!
POSITIONING
Relive the exciting adventures of SMURFS 2 the movie and travel the world as your favorite Smurfs
to defeat Gargamel
SWOT ANALYSIS
• People will immediately think of 2011’s Dance game
• End of console life cycle is a huge opportunity for license kids games
• Smurf’s 2 license partners
• Potential market is smaller due to console cycle ending
• Weak launch time frame • Gameplay can be
perceived as too easy • No access to movie talent
• Strong IP awareness • Successful first game • Proven genre / style • Movie marketing
campaign
S W
T O
COMPETITIVE LANDSCAPE (Movies)
MAY JUN JULY AUG SEPT
OTHER NOTEABLE RELEASES SPLITING EFFECTING MS%
COMPETITIVE LANDSCAPE (Games)
MAY JUN JULY AUG SEPT
Q3 EST RELEASE JUST ANNOUNCED &
CONFIRMED
ASSUMED MOVIE GAMES
FY 2011 KIDS MOVIE TITLES (HISTORICAL)
A MOVIE BOX OFFICE HELPS SPUR VG UNIT SALES, BIGGER B.O. = BIGGER SALES
$191
$143 $165
$144 $149
$123 $133
$64 $78
$-
$50
$100
$150
$200
$250
0.0
0.2
0.4
0.6
0.8
1.0
1.2
1.4
1.6
Mill
ion
s
Mill
ion
s
Total Sales Box Office
LTD 2012 KIDS MOVIE TITLES (HISTORICAL BY PLATFORM)
$237
$179
$216
$161
$0
$50
$100
$150
$200
$250
-
20
40
60
80
100
120
140
Brave Wreck-It-Ralph Madagascar 3 Ice Age 4
Mill
ion
s
Tho
usa
nd
s
Wii DS 3DS X360 PS3 Box Office
NINTENDO IS THE CLEAR PLATFORM OF CHOICE FOR KIDS GAMES
MARKETING STRATEGY
OPPORTUNITES
• Promotional opportunities to piggyback on existing movie partners: McDonald’s Happy Meal, Haribo candies, or the Live Smurfs tour (malls and theme parks nationwide)
• Join retail meetings involving all licensees and extend game exposure / integration
• Participate in bundles and GWPs with Sony or other licensees
• DVD in-box inserts and retail stories for Holiday 2013
STRATEGY
OBJECTIVES
- Achieve Sell Through objectives (TBD) across all SKUs - Achieve at least 1 cross licensee partnership - Integrate into at least 1 Sony Marketing event
CROSS-PROMOTE AT RETAIL
Partner with other Smurf’s 2 licensees and gain
incremental placement and sell-in at retail
LEVERAGE THE MOVIE CAMPAIGN
Work closely with Sony Pictures to leverage and
piggy back on their existing movie marketing
campaign
ACTIVATE AND EDUCATE OUR FANBASE
Develop a strong Digital / CRM outreach plan
utilizing our Facebook database
TEAM GOALS & TACTICS
SHOPPER MARKETING
CROSS-PROMOTE AT RETAIL LEVERAGE THE MOVIE CAMPAIGN
GOALS
- Explore and confirm licensee partnerships - Approach retailers with Sony + partners to maximize exposure - Develop a circular and pricing story to support in-store initiatives
- Confirm and integrate at retailers investing in The Smurfs 2 - Develop a Holiday DVD promotional plan
- Promote Smurfs through retailers web and social media outlets
ACTIVATE AND EDUCATE OUR FANBASE
FY12 MS% Walmart Target Amazon TRU GameStop BestBuy
DS 27.1% 19.6% 2.8% 19.7% 19.9% 10.1%
Wii 32.3% 22.8% 3.9% 15.4% 10.4% 8.3%
SHOPPER MARKETING
BIG IDEA
Develop and promote a retailer exclusive SKU with a licensee or movie partner
PROMOTIONS CROSS-PROMOTE AT RETAIL LEVERAGE THE MOVIE CAMPAIGN
GOALS
- Develop 360 plans with Licensees and Shopper Marketing - Find non-Retailer focused partnership to extend the brand
- Incorporate the SMURF’S games into events (White House Egg Roll, Promotional Tour)
- Create a presence at Comic-Con SD for one final push before launch
ACTIVATE AND EDUCATE OUR FANBASE
DIGITAL MARKETING CROSS-PROMOTE AT RETAIL LEVERAGE THE MOVIE CAMPAIGN
GOALS
- Support and extend any current retail plans and promotions
- Integrate and leverage Smurfs 2 movie campaign
- Develop a simple and functional website
ACTIVATE AND EDUCATE OUR FANBASE
CRM / LOYALTY CROSS-PROMOTE AT RETAIL LEVERAGE THE MOVIE CAMPAIGN
GOALS
- Integrate into any and all CRM campaigns for Smurfs 2
- Develop a CRM campaign targeting the 15M+ SMURF fans acquired through the FB game
ACTIVATE AND EDUCATE OUR FANBASE
PUBLIC RELATIONS CROSS-PROMOTE AT RETAIL LEVERAGE THE MOVIE CAMPAIGN
GOALS
- Integrate a gameplay demo or mention into all events or alerts
- Work to create buzz around Comic-Con SD
ACTIVATE AND EDUCATE OUR FANBASE
MEDIA CROSS-PROMOTE AT RETAIL LEVERAGE THE MOVIE CAMPAIGN
GOALS
- Secure a targeted TV media buy to support game launch AFTER the movie campaign has ended
- Support TV campaign with a online media and search word spend
- Leverage spends across Ubisoft portfolio to increase value added opportunities for Smurfs 2
ACTIVATE AND EDUCATE OUR FANBASE
CREATIVE
FOR
REVIEW
COMMUNICATION CALENDAR
MARKETING CALENDAR
FEB Smurf’s Fashion Show at NY Fashion Week
MAR White House Easter Egg Roll (3/31) Est Game Announcement
MAY Trailer #2 releases in theater
JUN Full Movie Campaign (Outdoor, in-theater, TV, Print)
JUL Comic-Con, Premiere and Game Release
AUG Start targeted game TV buy supported with online ads and search