Playground sessions andy _melody fin

OCTOBER 24, 2012 | PREPARED BY: ANDY PRATT | Funny Garbage | Creative Director

MELODY HAN | Taboola | Sponsored Content Sales

Playground Sessions is a fun and interactive new software platform that teaches you how to play the piano/keyboard using popular songs

you know and love

•  Audience skews male (~70%) •  60% aged 19-30 years old •  Very few are buying for their

children •  Slightly more than half of users

are outside of the US •  Income is mostly <100k •  40-50% are students

COMMUNICATIONS GOAL

INCREASE AWARENESS

• 750,000 qualified visitors

INCITE PURCHASE

• Improved conversion

rate > 0.75%

TIME FRAME

• 12 months

AGE GROUPS: preteens,

tweens, teens, young adults

https://twitter.com/search?q=%22if%20i%20could%20play%20piano%22&src=typd

THEY LOVE: themselves, their friends, pop culture & celebrities (in

that order) THEY ENJOY LEARNING (as

long as it doesn’t feel like learning)

AGE GROUPS: preteens,

tweens, teens, young adults THEY ARE:

digitally connected,

socially savvy, mobile

“Despite the stereotype of young urban adults and business travelers driving the purchase of so many iPhones and Blackberry devices, it’s teens who are coming onto the mobile Internet in droves. Nielsen recorded a 45 percent surge in usage among teens 13-17 in July,”

Mike Shields - AdWeek

http://www.adweek.com/news/technology/mobile-internet-usage-nielsen-study-113615

AGE GROUPS: preteens,

tweens, teens, young adults THEIR DIGITAL

INTERESTS: pop culture,

friends, music and games

TEENS LOVE MUSIC AND VIDEOS: 88% downloaded music & videos

TEENS LOVE PLAYING GAMES: 82% played games

TEENS LOVE BEING SOCIAL: 88% used Facebook

Stats based on behavior in the last year

http://www.slideshare.net/nickblack/digital-teens-the-drivers-of-digital-behavior (SLIDE 7)

Playground Sessions builds on their digital

interests

TEENS LOVE MUSIC AND VIDEOS: “Playground lets you pick songs that inspire you the most. “

TEENS LOVE PLAYING GAMES: “Suddenly practicing feels more like a game than a chore, which makes all the difference.”

TEENS LOVE BEING SOCIAL: “Use Facebook DailyEarn badges for your accomplishments, then proudly display and share them with friends.”

Quotes taken directly from playgroundsessions.com

COMMUNICATIONS FRAMEWORK

CURRENT BEHAVIOR • Users are finding their way to the Playground Sessions

site, but sales of the software are not ideal and conversion rate is low

DESIRED RESPONSE • Wider awareness of the product amongst target audience

& decision makers (parents) • Increase in qualified traffic to website with higher

conversion rate (>0.75%) • Increase in sales

MEDIA CHANNELS

• MTV, Nick/TeenNick, Glee, American Idol, The Voice

TV/Pop Culture Websites

• Twitter, Facebook, MySpace, Songza, Pandora, Spotify, Vevo

Social & Music Websites

• Mobile ads in games/apps, QR codes

Mobile

• SEO: Google, Amazon; Discovery: Taboola, Outbrain, YouTube

Search

PHASES & MESSAGING

Phase 1: Awareness

• Focused media buys on TV websites (MTV, Glee, American Idol) • Social/music site promotions and Buzzfeed sponsored content

campaigns http://www.buzzfeed.com/babymantis/15-animals-that-have-started-their-own-band-1opu

• Searches for keyboard purchases (Amazon) and “how to play” queries - possibly also sell software via additional Amazon storefront?

• “Discoveries” and earned media • Celebrity endorsements with known champions of music/arts

education like Alicia Keys

Phase 2: Acquisition

Phase 3: Retention & Sharing

PHASES & MESSAGING

Phase 1: Awareness

Phase 2: Acquisition

• Mobile-optimized microsite with “Add to Wishlist” option for teens to send to parents

• On-ramp system allowing users to sign up by promoting a favorite song to learn from immediately (current website homepage is appealing to adults, but not as dynamic as necessary for teens)

• Best "piano/keyboard purchase guide" designed to appeal to kids and parents http://bit.ly/RqK6sV

• Choice of songs with lyrics in addition to instrument-only compositions to capitalize on those who also wish to sing

Phase 3: Retention & Sharing

PHASES & MESSAGING

Phase 1: Awareness

Phase 2: Acquisition

Phase 3: Retention & Sharing

• Free song giveaway as reward once social sharing level reached • Referral bonus for learning with friends • Gamification (as above) with GetGlue badges for number of songs

learned, videos uploaded, sharing & referrals (influencing) • Promotion where celeb picks favorite user generated PS

performance • Reverse karaoke app (you add the piano track, or piano and vocals)

• We are suggesting a new Playground Sessions homepage with an on-ramp system designed to hook Teens. This homepage provides specific metrics for teens.

Increased conversion rate on site (> .75%)

• Measured by FB likes, Twitter followers and the use of a branded Twitter hashtag

Increased brand awareness measured by FB likes and Twitter

followers

• This could be encouraged by having a pop celebrity pick their favorite rendition of their song, sharing bonuses/rewards

Increased use of UGC on YouTube of users playing their favorite

songs

SUCCESS! WE SEE: