Looney Tunes Online REVIEW - Warner Bros.pdl.warnerbros.com/wbol/us/sales/pdf/looneytunes.pdf ·...
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1 Looney Tunes Online REVIEW
Transcript of Looney Tunes Online REVIEW - Warner Bros.pdl.warnerbros.com/wbol/us/sales/pdf/looneytunes.pdf ·...
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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 thelicensed 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
• 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).
• Specific surveys for Looney Tunes are planned for May/June ‘04
Source: * Internal survey, 2003, U.S. and UK
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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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How can Looney Tunes online help sell a partner’s product?
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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How can Looney Tunes online help sell a partner’s product?
Product Messaging Case Study: US Virgin Islands aligns their brand with Looney Tunes
• Campaign Objective: Increase travel by targeting families in the U.S. and Europe
• Promotional strategy: Sponsorship of new “ToonedMarooned” episodes with product placement, interstitials and media throughout LT.com and WBOL
– Sweepstakes Overlay – “Watch n Win”
WBOL creates, builds, hosts & fulfills sweepstakes
• Time frame: 3-month campaign
• Results:
– over 300,000 entries
– increased awareness, traffic and data capture
Front and End Cards –Before and After Episode
Contextual “in-episode” sponsor branding
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How can Looneytunes Online help sell a partner’s product?
Sales: In many ways, brand sites can also be leveraged to drive sales directly:
• Product showcases with “buy” links:
• Downloadable coupons
• Retailer driven promotions
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How can Looney Tunes Online help sell a partner’s product?
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”:
• 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).
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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:
• Games
• Webisodes
– 42 Shorts available in the following languages:
French, German, Spanish (Latin + Castilian), Italian, Japanese
• Branded Viral Content
• Branded Digital downloads + desktop branding
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Available tactics to leverage Looney Tunes Online for partners
• Sweepstakes
• Sponsorship
• Message board marketing
• Rich media ads
• Mini-sites
• Activities
• Retailer co-marketing programs
A variety of tactics can be used to achieve these partner goals:
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Metrics
Numerous metrics can be made available to measure impact:Awareness:
• Impressions
• Plays
• Click through rates
• Unique users
Messaging/Branding
• Pre- and post pop-up surveys on brand attributes, intent to buy, etc.
Sales
• Clicks on “buy” links
• Coupon downloads and redemption
• Referrals to etailer partners
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Some examples…
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Taz Candy Gobble
• Objective: Position Ferrero candy as the most snackable candy in Europe
• 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, [email protected]• Cathi Cox, Intl Online, 818-977-4514, [email protected]• Mark Cregar, Intl Marketing, 818-977-7917, [email protected]• Sam Ades, Brand Strategy, 818-977-8891, [email protected]• Donna Amato, Online Wireless Marketing, 818-977-3391, [email protected]
EMEA• Kelly Bennett (EMEA), 44-207-984-6022,[email protected]• Emily Kaufman (France), 33-17-225-1444,[email protected]• Kiki Thaerigen (Germany),49-40-22-650-490,[email protected]• Justin Richardson (EMEA Wireless),44-207-984-6016,[email protected]
LatAm• Claudia Gonzalez (LatAm),818-977-3894,[email protected]
AsiaPac•Masako Ono (Japan),813-5251-6068,[email protected]
*Online also currently recruiting locally in Spain and Hong Kong.
