duncan yo-yo digital strategy
DESCRIPTION
A digital Strategy for Duncan Yo-Yo's created by Gavin SheltonTRANSCRIPT
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A Digital Spin
“The Original World’s #1”
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after 80 years, they’re on the down swing
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All Tied Up
challengers
verticalyomegasaturn precisionteam losi
horizontalhobby modelingvideo gamesonline ecosystems
Duncan>No clear Brand Voice>Unwilling to share their brand with users>Viewed as old fashioned, nerdy, or unexciting
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strung out
yo-yo’erstereotypes
on
too nerdyold fashioned boring
childlikeblack and white disinterested
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theRetro Culturist
yo yo movie
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Content Categoriesstyletrend
designart
fashion
Digital ExpressionFacebook
FlickrWordpress
VimeoTwitter
StumbleUpon
the participant’s Digital Diet
“use of digital channels and media for self expression and establishing
personal design ethos”
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>Appeals to childlike nostalgia>Old persuasive messaging comes across as less suspicious>Allows for counter cultural movements
“Why new ‘old’ design works”
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online design experience
•”Wayback Machine” sourcing/
color palette analysis
•retro time capsule
•YoYo design
•facebook photo/ Flickr integration
•online purchase
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mobile design experience
Location Specific Historical Imagery
•geotagged retro businesses•cultural iconography• local color palettes
•facebook account tie in
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Launch Plan
•Trial in select trend sensitive/ design cities (SF, LA, NYC, Miami)
•Measure digital chatter, blog, pr coverage
•Adjust implementation before national launch