Looney Tunes Online REVIEW

Transcription

Looney Tunes Online REVIEW
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Mission Statement
Looney Tunes Online provides an online platform to help strengthen
the Looney Tunes and build awareness and purchase intent for the
licensed and partner products associated with them.
Looney Tunes Online is live in the following regions:
UK, Italy, Spain, France, Germany, Japan,
Brazil, Latin America, and the USA
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How can a branded website help
sell a partner’s product?
The Target Audience
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Looney Tunes online is an online destination frequented by
the most likely buyers of licensed or associated product –the
fans (correlated from similar studies done on Harry Potter
online).
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Specific surveys for Looney Tunes are planned for May/June
‘04
Source: * Internal survey, 2003, U.S. and UK
How can Looney Tunes online
help sell a partner’s product?
Brand sites take this high potential
audience and use it to drive product sales
through several means…
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How can a website help sell a
partner’s product?
Awareness:
Brand sites inform the fans about new products by driving awareness in
key areas:
– Sponsorship of message boards, sweepstakes and other key
areas
– High impact ads
– High visibility touts for advertorial impact
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Product Messaging: In ways both obvious and subtle, the site can go
beyond awareness and suggest these products are cool “must haves”,
by associating these brands with them in compelling ways:
– Product integration
– Community placement (eg, seeding message boards)
– Mini –sites
– Any sweeps or promotion that associates the product with the
tonality or characters of the brand
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Product Messaging Case Study: US Virgin Islands aligns
their brand with Looney Tunes
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Campaign Objective: Increase travel by targeting
families in the U.S. and Europe
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Promotional strategy: Sponsorship of new “Tooned
Marooned” episodes with product placement,
interstitials and media throughout LT.com and
WBOL
–
Sweepstakes Overlay – “Watch n Win”

Front and End Cards –
Before and After Episode
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WBOL creates, builds, hosts & fulfills
sweepstakes
Time frame: 3-month campaign
Results:
–
over 300,000 entries
–
increased awareness, traffic and data capture
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Contextual “in-episode” sponsor branding
How can Looneytunes Online
Sales: In many ways, brand sites can also be leveraged to drive sales directly:
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Product showcases with “buy” links:
• Downloadable coupons
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Retailer driven promotions
How can Looney Tunes Online
Brand Building:
By keeping the brand relevant and top of mind, the brand site helps the
brand overall, providing a “tide that lifts all boats”:
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Continuous updates keep people coming back
The latest technology keeps it cool and up to date
Activities and content can be tweaked to send a new message (“we’re
more irreverent”) or target a new user (eg, 3D games to attract young
men).
Ongoing Tactics to build Looney
Tunes Online
A variety of tactics is used to build and maintain an audience that can be
leveraged by partners:
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Games
Webisodes
– 42 Shorts available in the
following languages:
French, German, Spanish
(Latin + Castilian), Italian,
Japanese
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Branded Viral Content
Branded Digital downloads +
desktop branding
Available tactics to leverage
Looney Tunes Online for partners
A variety of tactics can be used to achieve these partner
goals:
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Sweepstakes
Sponsorship
Message board marketing
Rich media ads
Mini-sites
Activities
Retailer co-marketing programs
Metrics
Numerous metrics can be made available to measure impact:
Awareness:
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Impressions
Plays
Click through rates
Unique users
Messaging/Branding
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Pre- and post pop-up surveys on brand attributes, intent to buy, etc.
Sales
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Clicks on “buy” links
Coupon downloads and redemption
Referrals to etailer partners
Some examples…
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Taz Candy Gobble
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Objective: Position Ferrero candy as the most snackable candy in
Europe
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Participant: Ferrero Candy
Description:
– Help Taz catch as many Ferrero candies as possible in the allotted
time
– Watch out for booby traps like bombs, that will lower your score
– High scorers can post their names on a highly visible board
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Contacts
Home Office
• Dan Cooke, US Sales, 818-977-4829, dan.cooke@warnerbros.com
• Cathi Cox, Intl Online, 818-977-4514, cathi.cox@warnerbros.com
• Mark Cregar, Intl Marketing, 818-977-7917, mark.cregar@warnerbros.com
• Sam Ades, Brand Strategy, 818-977-8891, sam.ades@warnerbros.com
• Donna Amato, Online Wireless Marketing, 818-977-3391, donna.amato@warnerbros.com
EMEA
• Kelly Bennett (EMEA), 44-207-984-6022,kelly.bennett@warnerbros.com
• Emily Kaufman (France), 33-17-225-1444,emily.kaufman@warnerbros.com
• Kiki Thaerigen (Germany),49-40-22-650-490,kiki.thaerigen@warnerbros.com
• Justin Richardson (EMEA Wireless),44-207-984-6016,justin.richardson@warnerbros.com
LatAm
• Claudia Gonzalez (LatAm),818-977-3894,claudia.gonzalez@warnerbros.com
AsiaPac
•Masako Ono (Japan),813-5251-6068,masako.ono@warnerbros.com
*Online also currently recruiting locally in Spain and Hong Kong.
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