nickelodeon retail marketing internship presentation final draft
TRANSCRIPT
Wei Yun Lim, Fall Intern 2014
About Legend of Korra
Media coverage and fan efforts
Legend of Korra product history
Industry and competitive analysis
Hot Topic: the opportunity
Marketing strategy
Benefits of added awareness
• Follows the adventures of teenage Korra – Sequel to Avatar The Last Airbender
• Popular through online streaming services
• Large teenage fan-base – Target audience ranging from 10 to 27
years old
– Product popular among fans 18 and up
On-Air History
• Book 1 and 2 aired on Nickelodeon and Nick.com – Finale of Book 2 was Nick.com’s most-watched episode of 2013
• Book 3 and 4 aired on Nick.com – Announcement in mid-November that Nickelodeon would air
episodes of Book 4 on Nicktoons again
– Finale of Book 4 scheduled to air online 12/19/14
Positive Media Coverage
Tumblr
Fanworks
Fan-Made Items For Purchase
Previous Product
Top-Selling Property In Nick Shop
A Thriving Industry
• Adults and character merchandise industry: – 56% of adults say they would buy character merchandise products
for themselves or another adult
• There is demand for more diverse character merchandise: – Disney’s Doc McStuffins toy line (African-American female)
• Achieved $500 million in sales in 2013
• Compare with Toy Story merchandise sales ($530 million)
Competitor: The Hunger Games
Competitor: The Avengers
Competitor: Homestuck
Be the Legend, Make the Legend
The Opportunity
• Putting Legend of Korra product in Hot Topic by using fan-made designs
Why Hot Topic? • Similar target audience:
– Aged 18-31
• Also pulls a large 13-18 demographic
– Online-savvy – Collectors, fans
• Focuses on what is currently popular and trending
– Enjoy sweepstakes, contests – Active on social media
• Strong social media: – 5.8 million fans on
Facebook – 358k followers on Instagram
E-Mail Blasts With Inside Jokes
Previous Campaigns
• Walking Dead Sweepstakes – Encouraged in-store
engagement
– Social media sharing
– Appealed to fandom’s inside jokes
Previous Campaigns • Homestuck T-shirt
design contest – Tri-pronged partnership
with We Love Fine and Homestuck
– Fan creation and participation
– Social media component
Be the Legend, Make the Legend
“Leveraging our fanbase to continue
the legacy”
Design contest
In-store marketing
Digital marketing
Social media
marketing
Design Contest
• Fans design clothing inspired by Legend of Korra – Categories: T-shirts/Sweaters,
Dress/Skirt, Accessories
• Entries submitted on Hot Topic’s website
• Top 20 submissions for each category posted on Facebook
Prizing Ideas
All winners will have their clothing items sold into Hot Topic!
ONE Grand Prize
THREE Runner-Up Prizes
THREE People’s Choice Winners
• $500 - $2000 dependent on likes and shares
• Signed compilation of Korra DVDs
• $250 Hot Topic gift card
• Signed compilation of Korra DVDs
• $250 Hot Topic gift card
• Signed compilation of Korra DVDs
• $250 Hot Topic gift card
In-Store Signage
Nick.com Banner Ad
Hot Topic Marquee and Banner
• Encourage fans to submit art and cosplay to be featured on the Nickelodeon and Hot Topic Instagram accounts
Tumblr
• Create an “Ask the Avatar” blog – “Korra” will interact with
fans, answer questions, and post contest updates
Tumblr
• Buy the dot on Tumblr – Day of blog launch
Nickelodeon Benefits
Be the Legend, Make the Legend
Get Korra into Hot
Topic
Boost Nick Shop sales
Boost DVD sales
Boost Amazon
Instant Video downloads
