awKward.
awKward.
MIDDLE SCHOOL
What was i t l ike for you?
awKward.
backTaking you
WE’VEALL
BEENTHERE
18-34 year olds like to entertain friends in their home
34 million
reliving your most embarrassingexperiences through storytelling,laughter, and acceptance
awKward is:
object: to graduate from middle school
What does i t look l ike?
Pass each class
Tell your middle school stories
Get to the auditorium first
Collect your 10 cards (8 Pop Quiz, 2 Stories)
How do you graduate?
Packaging
Viral Introduction
Metrics
Impressions % participate Probability Assigned Participants
26,000,000 7% 40% 728,000
26,000,000 8% 30% 624,000
26,000,000 9% 20% 468,000
26,000,000 10% 10% 260,000
Expected # of participants =
2,080,000
Expected # of Inquiries =
68,640
Expected # of Participants % inquiry Probability Assigned Inquiries
2,080,000 2% 20% 8,320
2,080,000 3% 40% 24,960
2,080,000 4% 30% 24,960
2,080,000 5% 10% 10,400
Expected # of Inquiries % purchase Probability Assigned Games sold
68,640 15% 20% 2,059
68,640 17% 25% 2,917
68,640 20% 45% 6,178
68,640 25% 10% 1,716
Expected # of games sold =
12,870
Games Sold Margin Profit
12,870 $18.50 $238,095
Subtract fixed costsSubtract fixed costs ($175,000)
Profit after campaign =
$63,095
Return on Investment =
36.05%
awKward.
Questions?