EXECUTIVE SUMMARY Multiplatform release of a movie-based game with the Smurfs license, based on and timed with the Smurfs 2 Movie (Sony Pictures Entertainment)
THE GAME 2011 G AME TITLE === The Smurfs 2 G ENRE ====== 2D Platformer 189K Units P LATFORMS ====== X360 on Wii (US) ====== PS3 338K Units ====== Wii on DS (US) ====== WiiU ====== DS 18M Installs 9M Fans WW D EV ======= UbiSF / WayForward R ELEASE D ATE ==== 7/16/2013 30M Installs WW
SITUATIONAL ANALYSIS • $142M DOMESTIC • $563M WW • Sony Pictures largest movie of 2011 T HE STARS RETURN FOR • Star studded cast – including Neal SEQUEL AND ADD C HRISTINA Patrick Harris, Sofia Vergara and R ICCI George Lopez S MURF ’ S WERE EVERYWHERE • Massive movie marketing budget IN 2011!!! • Huge brand equity and recognition 96% AWARENESS W / ADULTS 66% AWARENESS W / KIDS • Kids Games over index during console transitions 10% OF VG SALES ON AVG 11%-12% DURING TRANSITIONS
MOVIE OVERVIEW Gargamel has created an evil version of Smurfs called the Naughties. Together the Naughties kidnap Smurfette and imprison her in Paris. Its now up to Papa Smurf and friends to return to our world, save the day and prevent Smurfette from turning into a Naughty herself!
GAME OVERVIEW
KEY FEATURES Play up to 4 players with 8 different playable Smurfs each equipped with one special ability
KEY FEATURES Experience the Smurfs adventure from the movie playing thru 6 different worlds: Smurf Village, NYC, Paris…
ONLY ON Wii U Join in as a 5 th player on the GamePad and control Clockwork Smurf on the touchscreen to help your friends by dropping pickup items and by defeating enemies on their behalf.
TARGET Messaging: Messaging: • Relive the fun of the • A great, accessible game, Smurfs 2 movie! for you and your kids to play together!
POSITIONING Relive the exciting adventures of SMURFS 2 the movie and travel the world as your favorite Smurfs to defeat Gargamel
SWOT ANALYSIS • Strong IP awareness • Potential market is smaller due to console cycle ending • Successful first game • Weak launch time frame • Proven genre / style • Gameplay can be • Movie marketing perceived as too easy campaign • No access to movie talent S W O T • End of console life cycle • People will immediately think of 2011’s Dance game is a huge opportunity for license kids games • Smurf’s 2 license partners
COMPETITIVE LANDSCAPE (Movies) MAY JUN JULY AUG SEPT OTHER NOTEABLE RELEASES SPLITING EFFECTING MS%
COMPETITIVE LANDSCAPE (Games) MAY JUN JULY AUG SEPT ASSUMED MOVIE GAMES JUST ANNOUNCED & Q3 EST RELEASE CONFIRMED
FY 2011 KIDS MOVIE TITLES (HISTORICAL) 1.6 $250 Millions Millions 1.4 $191 $200 1.2 $165 $144 $149 $143 1.0 $123 $133 $150 0.8 $100 $64 $78 0.6 0.4 $50 0.2 0.0 $- Total Sales Box Office A MOVIE BOX OFFICE HELPS SPUR VG UNIT SALES, BIGGER B.O. = BIGGER SALES
LTD 2012 KIDS MOVIE TITLES (HISTORICAL BY PLATFORM) $237 140 $250 $216 120 $200 $179 100 $161 Thousands $150 Millions 80 60 $100 40 $50 20 - $0 Brave Wreck-It-Ralph Madagascar 3 Ice Age 4 Wii DS 3DS X360 PS3 Box Office NINTENDO IS THE CLEAR PLATFORM OF CHOICE FOR KIDS GAMES
MARKETING STRATEGY
OPPORTUNITES • Promotional opportunities to piggyback on existing movie partners: McDonald’s Happy Meal, Haribo candies , or the Live Smurfs tour (malls and theme parks nationwide) • Join retail meetings involving all licensees and extend game exposure / integration • Participate in bundles and GWPs with Sony or other licensees • DVD in-box inserts and retail stories for Holiday 2013
STRATEGY OBJECTIVES - Achieve Sell Through objectives (TBD) across all SKUs - Achieve at least 1 cross licensee partnership - Integrate into at least 1 Sony Marketing event LEVERAGE THE MOVIE ACTIVATE AND EDUCATE OUR CROSS-PROMOTE AT RETAIL CAMPAIGN FANBASE Work closely with Sony Partner with other Smurf’s Develop a strong Digital / Pictures to leverage and 2 licensees and gain CRM outreach plan piggy back on their existing incremental placement and utilizing our Facebook movie marketing sell-in at retail database campaign
TEAM GOALS & TACTICS
SHOPPER MARKETING CROSS-PROMOTE AT RETAIL LEVERAGE THE MOVIE CAMPAIGN
SHOPPER MARKETING BIG IDEA
PROMOTIONS CROSS-PROMOTE AT RETAIL LEVERAGE THE MOVIE CAMPAIGN
DIGITAL MARKETING CROSS-PROMOTE AT RETAIL LEVERAGE THE MOVIE CAMPAIGN
CRM / LOYALTY CROSS-PROMOTE AT RETAIL LEVERAGE THE MOVIE CAMPAIGN
PUBLIC RELATIONS CROSS-PROMOTE AT RETAIL LEVERAGE THE MOVIE CAMPAIGN
MEDIA CROSS-PROMOTE AT RETAIL LEVERAGE THE MOVIE CAMPAIGN ACTIVATE AND EDUCATE OUR FANBASE GOALS - Secure a targeted TV media buy to support game launch AFTER the movie campaign has ended - Support TV campaign with a online media and search word spend - Leverage spends across Ubisoft portfolio to increase value added opportunities for Smurfs 2
CREATIVE FOR REVIEW
COMMUNICATION CALENDAR
MARKETING CALENDAR FEB Smurf’s Fashion Show at NY Fashion Week MAR White House Easter Egg Roll (3/31) Est Game Announcement MAY Trailer #2 releases in theater JUN Full Movie Campaign (Outdoor, in-theater, TV, Print) JUL Comic-Con, Premiere and Game Release AUG Start targeted game TV buy supported with online ads and search
Recommend
More recommend
