Spreadable Media Project: LEGO & Home Depot Katrina Corcoran Ali Defoe Macy Gilliland Wesley Higgins Joseph Meier
LEGO: A Brand with Transmedia Storytelling • LEGO comes from the Danish “leg godt ,” meaning to play well. • LEGO started out as a small carpenter’s shop founded by Ole Kirk Kristiansen in Denmark in 1932. It is currently owned by one of Kristiansen’s grandchildren. The company is now the third -largest toy manufacturer. Its main product is the LEGO brick, which promotes the company’s main values. • The LEGO brand values are imagination, creativity, fun, learning, caring and quality. • Here is a link to “The LEGO Story,” a 17 -minute animated short film about LEGO’s history: https://www.youtube.com/watch?v=NdDU_BBJW9Y Source: "Lego." Lego . Lego the Manufacture, 1 Jan. 2014. Web. 19 Sept. 2014. <http://www.lego.com/en-us/>.
LEGO: A Brand with Transmedia Storytelling • LEGO has many multifaceted products that build on and extend beyond its iconic LEGO brick. • Traditional LEGO toys include building sets and original LEGO content (e.g. Chima and Ninjago). They have also partnered with other well-established brands to create toy sets (e.g. Harry Potter, Star Wars, Disney, Minecraft, and many more). • In addition, LEGO has extended beyond their toys into video games, web games, apps, and short video clips. • They even branched into animated television series as well as the recent “The LEGO Movie,” which included many recognizable actors. To top off LEGO’s product extension, they also have many LEGOLAND Parks, which offer rides and interaction attractions for the whole family. Source: "Lego." Lego . Lego the Manufacture, 1 Jan. 2014. Web. 19 Sept. 2014. <http://www.lego.com/en-us/>.
LEGO: Campaign • Campaign: LEGO Builders of Tomorrow • Agency: 360 Public Relations LLC • Year Started: 2006 • Objectives: While one may think of Legos in terms of small children, 360 PR created this campaign to reach out to parents of the new generation. They wanted to restore LEGO toys as viable entertainment for children that are surrounded by technology and fast-paced schedules. They aimed to foster creative play that would give children creative skills even as they grow into adults, hence the title “Builders of Tomorrow”. Source:"Lego Builders of Tomorrow Campaign." Where to Find America's Leading Firms . Council of Public Relations Firms, 1 Jan. 2006. Web. 19 Sept. 2014. <http://prfirms.org/resources/lego-builders-of-tomorrow-campaign>.
LEGO: Strategy • 360 PR reviewed research reports and conducted original research. They found that parents are using the Internet for advice on many parenting issues, including play. They also administered surveys to see parents’ opinions on playtime for children. In addition, they consulted child development experts and parent blogger communities. • 360 PR then created the following interactive approaches for opening a dialogue with their audience: – A website for parents (www.legobuildersoftomorrow.com) – A podcast series (LEGO Playtime Podcasts) – A blog (www.dadinprogress.com)
LEGO: Media Platform – Website • Website (www.legobuildersoftomorrow.com) • This website has many features, including: o Stories from “Builders of Tomorrow,” which are short video clips from celebrities who attributed creative play to their success as adults. o Information on a donation program that asked children to send in Legos to help children impacted by Hurricane Katrina. LEGO matched each donation and this helped to involve children by helping others. o Tips on how to use Legos in the classroom and at home. o A scholarship contest, a checklist for starting a LEGO school club, and LEGO first league (a nationwide competition).
LEGO: Media Platform – Podcasts • Podcast series (LEGO Playtime Podcasts) • This podcast series connected to on-the-go parents. It featured many people, such as: o MIT Professor Mitch Resnick , head of MIT’s Lifelong Kindergarten Group. He lead a Q&A. o Actor/dad Matthew Broderick and clothing designer Eileen Fisher, who talked about creativity in their childhoods. o Moms who are inspiring their children’s creativity in unique ways
LEGO: Media Platform – Blog • Blog (www.dadinprogress.com) • This blog engaged parents online by introducing them to a LEGO dad who gave advice and commentary about ways to have creative playtime for kids. • Although 360 PR helped to launch and promote the blog, they did not contribute content in order to maintain integrity. A link to the blog was included on the website.
LEGO: Mechanisms for Spreadability • 360 PR promoted and shared their campaign through many outlets. • The website was featured in parenting, kids, and classroom publications (e.g. Big Apple Parent) as well as many magazines and newspapers (e.g. The Washington Post). It was also included on other websites (e.g. Child.com) • The podcast series was listed in several podcast directories, including ITunes, while the blog was featured in news articles and radio shows. In addition, the blog was also featured on other popular parenting and technology blogs.
LEGO: What Story is Communicated? • This campaign’s “story” was that even in our increasingly technological world, where children have cell phones and video games, creative play is possible. It promoted parental involvement through different, yet linked, platforms (a website, podcast series, and blog) that encouraged active participation outside of these tools.
LEGO: Measuring Transmedia Success • The results of the “Builders of Tomorrow” campaign were measured by 360 PR. • The website had about 92,186,083 impressions with pass along. In addition, the site had about 5,000 monthly visitors with more than 17,000 page views. The website included links to the podcasts and blog. • In addition to these measures, the success of the campaign could be measured with follow- up surveys on parents’ attitudes after exposure and LEGO sales numbers for that time period. Source:"Lego Builders of Tomorrow Campaign." Where to Find America's Leading Firms . Council of Public Relations Firms, 1 Jan. 2006. Web. 19 Sept. 2014. <http://prfirms.org/resources/lego-builders-of-tomorrow-campaign>.
Our Client: Home Depot • The Home Depot was founded in 1978 in Atlanta, GA. The founders, Bernie Marcus and Arthur Blank, envisioned a “do -it- yourself” store to cater to customer needs. The company prided itself on home improvement on a budget, while cultivating relationships through customer service. Their current slogan is, “More Saving, More Doing.” • Values: – taking care of their people – giving back to the community – doing the right thing – excellent customer service – creating shareholder value – building strong relationships – entrepreneurial spirit – respect for all people. Sources: “ The Home Depot: Our History." < https://corporate.homedepot.com/OurCompany/History/Pages/default.aspx .> Homer TLC, 2003. Web. 19 Sept. 2014. “The Home Depot: Our Values.” <https:// corporate.homedepot.com/OurCompany/Values/Pages/default.aspx> Homer TLC, 2003. Web. 19 Sept. 2014.
Home Depot: Audience • Since Home Depot is a do-it-yourself, home improvement chain, they tend to target people who own their homes or apartments. They also tend to target people who have families. • Age Range: 20 to about 60 • Gender: Primarily men, although they are expanding their market to include women • Income: Ranging from $20,000-$200,000 Source: “Marketing Communication Strategy Home Depot.” <http:// www.resdirectory.com/home_depot_paper.pdf> Home Depot, n.d. Web. 19 Sept. 2014.
Home Depot: Campaign Strategy • Objective: To transcend the “More Saving, More Doing” movement. Home Depot wants their audience to know they are not just another hardware store. They want to be the ultimate one-stop shop for all your home improvement needs at affordable prices. • The “ More Saving, More Doing” campaign is a way to get the pubic to explore their creativity while improving their home on a budget.
Home Depot: Campaign Strategy Cont. • Our first strategy is the “Redo on a low Revenue Challenge.” This is a way to gain popularity through social media presence. • Our second strategy is the blog and webisodes. They are geared toward young families who are just starting out and may not have home improvement as a priority. We want to show them that home improvement can be accessible and easy through our interactive, engaging campaign.
Home Depot: Media Platform – Webisode Series • Title: “More Saving, More Doing” Webisodes • Premise: Home Depot will feature a new 15-minute webisode each week on YouTube. Each of these webisodes will show some tips for home improvement. Viewers are encouraged to comment on our videos. • Public Involvement: Viewers are encouraged to a send in their videos (10 minutes maximum length) to our designated email, then the first Friday of every month we will choose a clip of the month. The other 5 minutes will be used to give brand information. If your video is the winner, we will feature you on our webisode.
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