Bop it Digital strategy

Bop It - digital strategy Red Keds, Москва, Россия, 2012

Strategic approach
Creative brief Media channels & tools choice

Bop It - digital strategy Red Keds, Москва, Россия, 2012

Red logic
Business task:
Grow awareness —> involve into an oflline game —> iniciate a purchase.

Who’s 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 school breaks 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, that’s why a proposal to play a board game can 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 except «foursquaropoly». 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 added values.

Bop It - digital strategy Red Keds, Москва, Россия, 2012

Creative concept
Bop it as a brand new addiction

Bop It - digital strategy Red Keds, Москва, Россия, 2012

Manifesto and moodboard

Frantically checking Facebook? Munching on donuts when nobody’s looking? Shopping till you drop? Beware! A new addiction it’s on its way. An addiction so powerful, it leaves no room for anything else.
Bop It - digital strategy Red Keds, Москва, Россия, 2012

Bopping – a new powerful addiction

Bop It - digital strategy Red Keds, Москва, Россия, 2012

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» and places to avoid is provided. «My life is bopping». Pages in Social Media, promoting Bop It addicts lifestyle.

Bop It - digital strategy Red Keds, Москва, Россия, 2012

Website concept

Bop It - digital strategy Red Keds, Москва, Россия, 2012

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.
Bop It - digital strategy Red Keds, Москва, Россия, 2012

Main page
Main page consists of information blocks put together to educate about the new addiction and prevent it from spreading: - addiction consequences; - at-risk groups; - dangerous neighborhoods; - for those who got hooked.

Bop It - digital strategy Red Keds, Москва, Россия, 2012

Addiction consequences body scheme
Learn what happens to the body when you become addicted to Bop It! Interactive info-graphic allows you to choose a Bop It difficulty level and see what happens to the body:
- the pupils enlarge till they pop at an expert level; - the fingers grow bigger, at an expert level an extra finger might grow on each hand; - the knees become flexible both ways due to constant bouncing.

Bop It - digital strategy Red Keds, Москва, Россия, 2012

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.

Bop It - digital strategy Red Keds, Москва, Россия, 2012

Addiction consequences - video
We see a group of friends happily playing Bop It and having a good time.
Voice-over: «Pay attention to the typical symptoms! Uncontrollable laughter, compulsive rhythmical movements, prolonged state of euphoria. It might happen to you, if you are not cautious.»

Bop It - digital strategy Red Keds, Москва, Россия, 2012

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 at the 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.

Bop It - digital strategy Red Keds, Москва, Россия, 2012

Dangerous neighborhoods
There are neighborhoods in your city that are 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 you might 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!

Bop It - digital strategy Red Keds, Москва, Россия, 2012

For those on Bop It
If you are on Bop It already, it’s impossible to get off. But there are things you can do to make 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).

Bop It - digital strategy Red Keds, Москва, Россия, 2012

Petition!
Sign to prohibit the dangerous spread of Bop It!

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!!!

Bop It - digital strategy Red Keds, Москва, Россия, 2012

Wiki
A wiki page about Bop It addiction and controversy around it. Some state that Bop It addiction can be good for you. Links to the websites and Social Media. If Wiki page is removed, a fake Wiki page will be created.

Bop It - digital strategy Red Keds, Москва, Россия, 2012

Extras

Bop It - digital strategy Red Keds, Москва, Россия, 2012

Bop It responsibly!
If you are on Bop It make sure you don’t 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!

Bop It - digital strategy Red Keds, Москва, Россия, 2012

Bop It signs
Branded Bop It signs with directions like «pull», «bop it», «scream», etc are placed all over city: by the doors; next to the elevator buttons; at McAuto ordering, etc.

Bop It - digital strategy Red Keds, Москва, Россия, 2012

Social media promotion strategy

Bop It - digital strategy Red Keds, Москва, Россия, 2012

Bop-it as a brand new cool addiction

Brand role in social media: to promote Bop-it lifestyle emphasizing how cool it’s to be Bop-it addicted; Tone of voice: friendly and controversial;

Bop It - digital strategy Red Keds, Москва, Россия, 2012

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.

Bop It - digital strategy Red Keds, Москва, Россия, 2012

Social media promotion strategy

Facebook.com & Vkontakte.ru
1st stage
INTRODUCE BOP IT MEME

2nd stage
ANNOUNCE BOP IT PAGE

3rd stage
SEED THE BOP IT PAGE WITHIN CURRENT SUB-CULTURES

http://meme-generator.ru/latest http://www.facebook.com/mtv.ru http://vk.com/comics_page http://vk.com/comicsall

http://vk.com/cartekacab http://meme-generator.ru/latest http://www.facebook.com/mtv.ru http://vk.com/comics_page http://vk.com/comicsall reach= 514 000

http://vk.com/hip_hop_shit http://vk.com/bassmyass http://skateboarding.ru/ http://vk.com/club97572 экстремальная барахолка http://www.facebook.com/traektoria reach=65 000

reach = 452 000

CONTEXT

Bop It - digital strategy Red Keds, Москва, Россия, 2012

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 “не могу остановиться”, “зависимость” etc. tags and answer them “You haven’t experienced addiction until you try Bop-it!” or “But still it’s nothing compared Bop-it” and a link to the promosite and online-application;

Bop It - digital strategy Red Keds, Москва, Россия, 2012

«Be addictive with bop it» promotion
ADDICTION TOUCHPOINT
SOCIAL MEDIA:
• VKONTAKTE.RU; • FACEBOOK.COM; • TWITTER.COM.

CALL-TO-ACTION
1) Calculate your time spent on social media — you can spend it on playing with your friends instead of commenting them; 2) Be aware or a new very addictive subculture. Play a brand new addictive game Bop it instead of watching next video.

TOOL
• Application; • Context; • Seeding. • Pre-rolls; • Post-rolls.

VIDEO SITES:
• RUTUBE.RU; •TVIDI.RU; • FILM.RU & MOLODEJJ.RU; • IVI.RU

ONLINE GAMING
• RUTUBE GAMING VIDEOS; • GAMEGURU.RU; • ONLINEGURU.RU; • MAIL.RU/GAMES

Play a brand new addictive game «Bop it» instead of playing next level/game.

• Banners.

LIFESTYLE SITES:
• LOOKATME.RU; • AFISHA.RU; • LIVEINTERNET.RU

1) Become a member of a brand new subculture addictive to a new type of addiction.

• Special project; • Banners.

Bop It - digital strategy Red Keds, Москва, Россия, 2012

Site promotion plan
FEB MAR APR MAY JUN JUL AUG SEPT OCT NOV DEC

1ST: BUILDING AWARENESS

2ND: TACTIC INVOLVING CAMPAIGNS

3RD: CELEBRATION

BOPIT.RU
PRODUCT PAGE VIRAL CONTENT: VIDEO-INSTRUCTION, INFOGRAPHICS, CONTEST WITH UGC SOCIAL DESIGN: LIST OF FRIENDS VISITED SITE, INVITATIONS GAMIFICATION: ACHIEVEMENTS & BADGES LAUNCH BOP IT YEARBOOK
SPECIAL PROJECTS SEEDING CONTEXT
FACEBOOK PAGE VKONTAKTE GROUP TWITTER BLOG

BANNERS PRE/POST ROLLS

PRE/POST ROLLS SEEDING

Bop It - digital strategy Red Keds, Москва, Россия, 2012

THANK YOU!

Bop It - digital strategy Red Keds, Москва, Россия, 2012

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