Project 1 ID3: The Characters

Nanovor illustrations: great examples of cartoon characters who look like teenagers.

Teenage Superhero (Male)

Teenage Superhero (Female)

Little Zac Effron

Taylor Momsen

Project 1 ID3: Campaign Map & Home Page

The home page will need to have some sort of animation in a similar direction to the following sites:

Website proposed layout:

Example of a Facebook Application Page & You Tube Page:

Project 1 ID3: Concept

Concept: Engage celebrities & teenagers into game with several levels of pineapple challenges on Facebook that will encourage their parents to buy healthy Delmonte pineapple snacks.

Background to concept choice: Teenagers love technology and all the video games that are being created for Facebook, XBOX, and Wii. They get drawn in and play these games for hours with their friends. Farmville as social game example has over 79 million people playing, teens included. Popular culture and following celebrities is a big part of a teens TV and online viewing, with the Vampire Diaries, Teen Choice Awards, MTV, Teen and People Magazine and so forth. How do you bring pineapples into this realm? Pineapples are definitely a really unique fruit with their crazy texture and spiky leaves, so why not create a social game on Facebook with a series of levels where teens play against their favourite celebrities with the intent of knocking each other out of the game.

The levels of the game:

Ring Tossing

Hot Grenade

Harvesting Pineapples

Dart with Pineapple leaves

Surfing

Pineapple Football

Luau Challenge and so forth

The celebrities:

Jonas Bros

Zac Effron

Miley Cyrus

Justin Beaver

Vanessa Hudgens

Taylor Momsen

Selena Gomez

Daniel Radcliff

Playing the game:

To get to higher levels you either have to knock out enough celebrities to move forward or purchase Delmonte Pineapple snacks to add a new level to the game. Also pineapple snacks UPC codes give you extras like, a points lead over a celebrity, extra lives (if you get knocked out), power points, and so forth.

Chance to win cool prizes:

Win a all expense paid trip to the 2010 Teen Choice Awards and meet your favorite Pineapple Challenge celebrity player. Playing the game gives teens a chance to win or purchasing Delmonte Pineapple snacks and going to the Pineapple Challenge website and entering a code on the inside of the label, also provides multiple chances to enter.

Get engaged on social media:

• Teens follow teens on twitter as they play the game
• Teens send in Flickr and Youtube videos having fun with pineapple (carving them, having food fights)
• Recipes - teens add their favourite pineapple recipes
• Play against friends or with multiple friends against multiple celebrities
• Teens send status updates and twitter feeds about playing and beating their favourite celeb

The product:

Project 1 ID3: Brainstorming the Pineapple

Project 1 ID3: Objectives & Research

Create a new media campaign that will make pineapples irresistable to tweens and/or teenagers.

Determine the position and create a valuable and memorable experience.

Target Market: Teenagers aged 13 to 18 and Tweens age 8 to 12

- going through a number of physical and emotional changes

- trying to nail down their identity and define who they are.

- busy - they spend about 9.2 hours a week doing a combination of home work, school work, and casual part-time work

- under a lot of pressure from school and parents. Forced to balance the stress of both. Generally become good managers of time and are exceptional multi-taskers. Use their social time with friends as outlets and time away from stress.

- iGeneration - live in one of the most sophisticated technical environments where computers and technology are the commonplace. 84% own at least one personal media device (desktop, laptop, or cell phone). They spend about 2 hours a day on social media sites, email, pop culture sites and on-line games. Actively switch between a number of these at one time. They look for speed in everything related to technology.

- very socially aware. Grown up hearing about sustainability and world issues that have resulted in the tendency to embrace causes to help with poverty issues, community, and the environment.

- most wanted children in history who are showered with wealth and attention, therefore they are valuable targets for marketers.

Discovery Interviews:

Joshua (age 9): favorite social media site is Club Penguine. He talked about webkins also having a site. He's really big into sports (hockey and soccor). Plays free on-line games on miniclip.com like Florensia and Nitrome. Is a big collector of hockey cards, pokemon, and club penguine cards.

Devon (age 8): totally into video games. His favourite games are Super Mario Galaxy, Transformers, and Poptropica. He loved the idea of Super Mario turning into a pineapple and shooting juice into the dinosaur flowers mouths to blow them up.

Rebecca (age 12): too cool for school and not a lot to say. Pineapples make her think of Hawaii. She would eat them if she was forced to. Favorite social media site is facebook and club penguine. She talked about a school project she's working on where she has to come up with 10 activities to address poverty.

Darren (age 15): most of the kids his age are into Facebook and some of the facebook games like Farmville, Happy Aquarium and Happy Island. He spends quite a bit of time in You Tube. Most teens in his school are keen watchers of TV shows like Lost, Vampire Diaries, NCSI, House, American Idol, and So You Think You Can Dance. All seem to have gmail, MSN, or hotmail accounts. As for video games the big ones are Modern Warfare, Mass Effect 2, Assassins Creed, some racing games and NHL or NFL sports games. He personally loves games where you can get upgrades to secret levels or special weapons. If he was to win a trip somewhere, the big hit would be Disney Land. He's also an avid Leggo collector.

Pineapples:

Grown in the Philippines, Hawaii, Costa Rica, Thailand and Brazil

Native to Brazil

Take about 18 months to grow a pineapple. It's something you can do at home. Youtube had tonnes of how to videos.

Spongebob Squarepants lives in a pineapple

Big distributers are Dole and Delmonte

Angus Reid & Vision Critical: Research Solutions for the Digital Age

Market research is often touted as just a generator of statistics and data, but one of Canada's largest research organizations saw the opportunity to go leverage Digital Research solutions and differentiate themselves from the competition. They are no longer just a data source, but a data or market research source for the digital age.

The website alone shows a marked difference:

Ipsos-Reid
Vision Critical

Why did they go this route? Essentially, they had to. The traditional telephone research method wasn't working, in particular with the numbers of people who use cell phones exclusively, making them unreachable. They also had to speed up the process. In the old days, you would wait up to 6-weeks for preliminary data, today clients want their data instantly. Going digital has meant becoming faster, more efficient, and cost effective.

From a web 2.0 perspective, VC regularly updates their blog, twitter, and You tube social networks, but the experince and interesting source of data comes from the customized panels they create for their clients and the information that's generated by their own digital research work. They currently tap into 300,000 Canadians for their own polling source of data. It really has revolutionized the research world with stories worth talking about. Here's an example:

The Gap/Banana Republic: after approaching VC, received a customized research panel, of which 50,000 people joined. Talk about already being statistically significant. These people became the BR insiders, all ready to discuss the latest in fashion trends. The Insiders would participate in monthly surveys, receive sweepstakes incentives, newsletters to keep them on the inside track and engaged. One exercise that was particularly ground breaking, was each insider was asked to photograph themselves in various outfits. The results, allowed BR to (for the first time) peer in to their panelists closets and get a stronger sense of who their customers are. This information became significant to BR, when designing clothes or creating an in-store experience. The message starts to become viral with panelists themselves spread the message through their own social networks.

There's more examples like these for Nascar, Kodak, Jet blue, and so forth. Case Studies

Today, Vision Critical has created a great engine to reach the world with interesting relevant data and research experiences that people want to tweet, blog, and tell each other about.

VFS: New Media Became Part of Their Brand

When we were asked to present two examples of good new media experiences, I immediately placed the Vancouver Film School at the top of that list. I had the privilege of hearing Stephen Webster, Director of Marketing at VFS describe how he was challenged to spearhead an international marketing campaign, that was designed to put VFS on the map as a world renowned school. Today...

"VFS is not just a place where people come to make movies, but rather a place where the ideas, stories, and talent for film making originate. VFS plays a central role in Vancouver's creative development, providing a constant stream to North America's third largest television, animation, design, and video game production centre."

How did VFS come to make that statement? First, they recognized that traditional strategic marketing doesn't work. It just isn't responsive enough, and particularly so when you're dealing with 13 different products, 13 different markets, 13 different demographics, and 13 different psychographics. They took a different approach that meant first creating a handshake with a new customer, second, nurturing and growing the community, and lastly, creating opportunities for these communities to connect to one another, while establishing a unified brand focused not only on the skills, the education, but more importantly on a key differentiating factor, the experience at VFS (student work and portfolios).

Create the First Handshake: Show-off the variety of student work and launch the first VFS You Tube Scholarship Competition and then let the work speak for itself.

Peace of Mind Video
Scholarship Video
The Winner

The goal was to make the community involvement as large as possible, have a long-term tie in to the VFS brand, and because the You Tube community chose the winner, they had to be willing to accept any of the winners. The Theme of the Scholarship Competition was, What Matters to You, It's all about You".

Nurture & Grow the Community and allow them to Connect:

Connect and have a presence on "many" social networks (VFS blog, You Tube, Twitter, the list is endless)
Live by one guiding principle monitor all the feedback and comments and "Respond to Everything" with an authentic voice
To help add more fuel to the engine, Google and You Tube caught wind of the campaign and kicked in $500,000 in advertising, promotional, and custom applications.

The outcome

* Demand for the scholarship competition was and still is huge
* 2008 saw the largest intake of students in 22 years of which 50% are international students
* The calibre of candidates attending VFS has improved by leaps and bounds
* Created huge brand awareness
* Considered the # 1 School Channel on You Tube
* Get over 20,000 visits a day of which 94% are new visitors
* Recruiters approaching VFS and students for talent
* The story continues with the students. They are provided with tools to embed their work onto their blogs, websites, and you tube channels THE MORE PEOPLE SEE THE WORK, THE MORE THEY JOIN THE CONVERSATION!

The process today

* Post a video to Youtube every day of the week& make regular blog & twitter posts.
* Monitor the feedback and comments
* Respond in an authentic voice (no sales jargon)

Students Wreaking Havoc