OMNI-CHANNEL MARKETING

Situation

As part of THQ’s multi-year, multi-product license agreement with DreamWorks Animation, Kung Fu Panda 2 was one of the key products in the portfolio. I planned an Omni-Channel Global Marketing launch for Kung Fu Pand2 video game in line with the movie launch across multi-platforms (X360, Kinect, PS3, U-Draw for the Wii, DS, and IOS platforms) with a direct-to-consumer campaign (targeted to kids 9-14) to include media (TV and print), digital (display ads, website, email, assets/content marketing), partnerships, retail marketing, PR, and social media marketing (Facebook, Twitter, YouTube, Mommy Bloggers).

Results

Global Launch: NA, Spain, Germany, South Africa, and UK.
Game/Packaging: Created unique games and packaging, showcasing new skills and different ways to Kung Fu across each platform; PS3, Wii, DS, X360, and IOS.
Advertising: Led the development and launch of the Kung Fu Panda 2 ad campaign (display ads, trailers, TV, and print) driving consumers to the Kung Fu Panda 2 game website to experience Kung Fu training videos and demos to prepare for the upcoming game launch.
- Secured 3.5M print media impressions in the LA and NY Times
Digital: Created a dedicated, interactive website experience with sticky content, email blasts, and engaging gameplay assets to drive awareness, trial, and purchase. All advertising, promotions, email blasts, partnership, and in-store activity drove to the website to drive conversions. Developed unique demos and trailers highlighting each gameplay experience leading up to the launch. In the first month, leading up to the launch, the website had over 400K unique visitors.
Partnerships with McDonalds and Microsoft securing 80M in impressions
- Global McDonald’s partnership with a game call out on over 44M Happy Meals, in-restaurant poster exposure, $ of vouchers in-pack, and dedicated game demo on happymeal.com, mcworld.com, and HappyMeal.com.au
  reaching 2M+ monthly visitors.
- Secured coverage with Microsoft on Inside Xbox: The Kinect Show secured coverage to 40M members, within their Kinect media campaign, promoted to their internal global retail team and showcased to their long-lead consumer press at the Microsoft’s Kinect event.
Retail Marketing:
- Best Buy: Provided exclusive look inside the Kung Fu Panda 2 movie and video game with retail promotion at Best Buy. Offered customers an exclusive look at the Kung Fu Panda 2 trailer (inside the game and movie) both in-store (Best Buy Wall) and online, chance to play the video game demo (in-store), review video game product information (instore and online) and purchase items (instore and online).
- Paramount: Placed the Kung Fu Panda 2 video game trailer and insert with promotional offerings into the Kung Fu Panda 2 DVD.
Public Relations: Provided an exclusive look at the Kung Fu Panda 2 video game with Access Hollywood showing how to play the game, when the game would be available for purchase and on what platforms.