presentation cases1
TRANSCRIPT
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First web portal for kids and tweens
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• Tvidi.ru is a JV of RosBusinessConculting and Tweegee (Israel).• Tvidi was launched in October, 2008 with limited access; open
release in February, 2009. • Tvidi’s concept is based on successful record of Israeli web portal
for kids Tipo.co.il. 85% of Israeli kids are registered on Tipo.
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Registration Dynamics
Everyday on Tvidi.ru:Up to 2 000 kids create accountsAbout 50 000 kids visit website
Spt 1, 2011 = 1 291 537 registered users
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Monthly Unique Visitors and Pageviews Dynamics
Pageviews Dynamics
Every month our kids view more than 19,000,000 pages.
Average pageviews is 20 pages
Average time on site is 13 minutes
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сент 08 янв 09 май 09 сент 09 янв 10 май 10 сент 10 янв 11 май 11 сент 11
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Our Audience
64,84%
35,16%
0,3% 1,3% 2,1%
5,2%
11,1%
15,9%
12,4%
9,0%
5,7%3,1%
18,1%15,8%
6 7 8 9 10 11 12 13 14 15 16 17
age
% o
f reg
iste
red
user
s
Registered users by age
Registered users by gender
The core audience is from 9 to 14 years old• 88% of kids live in Russia
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Visitors by Russian regions
Ufa, 2,7%
Chelyabinsk, 2,7%
Novosibirsk, 2,6%
Ekaterinburg, 3,8%
Perm, 1,8%
Krasnoyarsk, 1,8%
Nizhniy Novgorod, 2,0%
Kazan, 2,0%
Samara, 2,2%
St. Petersburg, 9,4%
Moscow, 32,7%
Other cities, 36,3%
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«Kvasenok heroes adventures» Contest
August, 2010
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Fairytales Contest «Kvasenok heroes adventures»
Comments:
Task: To write a fairytale about Kvasenok and his friends
More than 1 100 comments in 2
weeks,More than 820
written fairytales
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Announcement of the contest
Banner CTR: 1,13%
ButtonCTR: 1,12%
Contest promo
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«Legend of the Guardians» and «Cats & Dogs» Year 2010
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“Legend of the Guardians” cartoon
Banner
Cartoon promo
Button
Announcement in the “News of the day”
channel
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Article about the movie and forum
Comments:
6 432viewings,
More than 220 comments in 1
week
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«Legend of the Guardians» Branded Forum
"Legend of the Guardians " branded Forum with announcement article and trailer of the movie. Kids were offered to discuss cartoon and different legends they know.
Viewings- 44 373Posts – 193Backgrounds used– 1353
Branded background
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«Cats & Dogs» Announcement
Branded header
Banner
Button
Movie promo
Announcement on the “News of the
day” channel
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«Cats & Dogs» cartoon
Comments:
16 321 viewings, More than 700 comments in 2
weeks
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«Yogi Bear» cartoonYear 2010
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Announcement of «Yogi Bear» cartoon
Announcement of cartoon at the Promo channel
BannerAnnouncement of cartoon on the«News of the day» channel
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«Yogi Bear» cartoon
Game promotion
Branded game channel
Unique users reach: 243 245 ppl
Banner
Promotion of Branded game
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«Yogi Bear» cartoon News
Children's comments :
1 766 viewings in 2 weeks
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«Collect the Smurfs!» contest2011
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Announcement of the «Smurfs» movie
Main page announcement
ButtonCTR: 3,74%
Movie Promo
Announcement of the contest on
the«News of the day» channel
BannerCTR: 1,76%
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«Collect Smurfs!» contest
More than 1 700 000 page viewings ,
More than 120 000 collected Smurfs,
12 000 participants in 2 weeks
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Contest News
Comments:
7 068 viewings, More than 200 comments in a
week
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“Cartoon Network” TV channel Year 2010
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Cartoon Network
ButtonCTR: 2,53%
News Promo
BannerCTR: 2,95%
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Cartoon Network QuizThe task was to find answers and tips to the quiz at Tvidi Cartoon Network channel and on Cartoon Network TV channel.
Comments:
Kids works examples:
More than 4000 participants,
More than 900 comments
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Branded Forum
Branded background
Entrance to the Cartoon Network
ForumBanner
CTR: 1,22%
Viewings - 170078Posts – 1713Backgrounds used– 7755
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Contest - Quiz «Ben 10»The Quiz was devoted to the “magic” date 10.10.10 Kids were supposed to find tips on Tvidi’s Cartoon Network channel. The final task was to create “Ben’s 10” new embodiment.
Works of the winners:
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Mailing
«Ben 10» trailer
Invitation cards for “Ben’s 10” Day were sent through e-mails.Cards sent: 276 383 More than 5000 children followed the link from a card to the “Ben 10” trailer
Invitation card
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Cartoon Network Game
BannerCTR: 2,39%
Game:
Game comments:
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Announcement of the Cartoon Network’s
moving to their own websiteBanner
CTR: 1,22%
BannerCTR: 1,27%
More than 11 000 followed the link to
www.cartoonnetwork.ru
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Tvidi’s Cartoon Network Channel
More than 450 000 channel viewings and
35 000 trailer viewings
in 6 months
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«World full of Smiles» contest08.04.2010-29.04.2010
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“World full of Smiles” Contest
«World full of smiles» More than 2800
participants in 3 weeks
The task was to find a smile in surrounding objects, take a photo and upload it to the Beeline Forum.
Example of a smile.
Branded background
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Article about the contest
Kids comments:
More than 2400 comments
Max in Beeline Branded clothes
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Main page announcement
News promoButtonCTR: 2,79%
BannerCTR: 0,97%
Announcement on “News of the day” channel
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Beeline loyalty and knowledge poll
30 147 participants
19 770 participants
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Support of movie premieresYear 2010
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Main page branding
«Rapunzel». Leads to the promo page
«Alice in Wonderland» leads to the magic letter
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With a help of web-instruments children create a beautiful animated flashcard with cartoon characters. It can be send to friends or take a part in a contest.
Cool branded letter
Colorful mailing-invitation to participate in a Disney contest.CTR – from 40%
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Fascinating Quiz for the most fastest
More than 10 000 participants in 2 weeks!
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Теdi Play juicesummer 2010
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Virtual Tvidi Worlds– space for branding
Tedi PlayBranded elements on
the streets
Links from branded elements lead to the promo page
CTR – 3,2%
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Unusual furnitureIn 2 months
children “bought”
300 000 items branded with Tedi Play juice
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Contest
Contest of stories, photos and videos about the active way of living.Kids upload their works to the special branded forum.
5 000 participant
s in 6 weeks!
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Sony PSP Patapon 3Spring 2011
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Branded game page
Game
Branded background
On this page kids can:- Play - Comment- Evaluate- See the Leaderboard- Send a link to a friend- Post it at Vkontakte and MoiMir
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Lego Ninjago Winter 2010-2011
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Lego – News. Everything about Ninjago!
Exclusive videos Fantastic posters for
downloading!
New collection of Ninjago heroes and games
More than 80 000 video
viewings in 2 months
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Support of offline events
Announcements of Lego Ninjago tournaments in different cities
More than 80 000 children received an invitation for an event
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More than 11 000 participants in 2 weeks
More than 60 000 visits to the client’s website
Quiz that attracts users to the client’s website
Every day kids get a new question. An answer could be found at Lego website.
The first who answers – gets a prize!
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Exclusive gifts for boys for the 23rd of February.
Kids received more than 60 000 gifts in 2 weeks!
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Special project2010-2011
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Tasks:
To make children friends with brand characters Ring and Ding
With a help of interactive communications attract kids to the brand
Positioning mobile network as an only one and the best one for kids and teens
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“Stone, scissors, paper” game!
Played more than 10 000 times in a month
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“Comic book” contest
Children made more than 5000 comic books about Megamind, Ring and Ding adventures.
Cross-promo with the «Megamind» movie
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Every day children get a new secret task.
For example to find a ciphered word in a text, find secret sign hided on a picture, etc. Participants who found water source, get super prizes!
Contest- Quest
Cross-promo with the «Rango» cartoon
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Nivea on Tvidi.Ru
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Entrance to the Nivea channel
Entrance to the Nivea Lip Care channel
Announcement of Nivea news
Announcement of Nivea game
Nivea News
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Nivea Lip Care channel
«Nivea shiniest smile» contest
Nivea games
Nivea News. Updates every day
Nivea Lip Care products catalog
Banner Nivea
Nivea Forum
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Branded News
Rating
Product placement
Nivea Branded News
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IKEA on Tvidi.ru
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Project № 1: IKEA at kids houses One of the main entertainments on Tvidi is designing your own house with a furniture from Tvidi catalogue. The project «Create a room of your dreams with IKEA». Tvidi furniture catalogue becomes an IKEA catalogue. All children will be able to choose chair, a floor lamp or a carpet , and place it at their houses.Children will «buy» more than 150 000 IKEA furniture items.
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Example of IKEA room.
Children are very proud of their houses and own-made designs. They invite friends to their virtual houses on Tvidi.
We can make branded wall-papers, branded names of furniture items.
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Branded IKEA elements in Tvidi Worlds
“Billboard” placement on the main street with an announcement «Create a room of your dreams with IKEA».Link from the “billboard” leads to the article about the campaign.
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Example of a poster placement next to the School entrance. «Create a room of your dreams with IKEA».
Link from the poster leads to the article about the campaign..
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Project №2:«Color up your room and studies with IKEA» contest
Kids adore games, quizzes and contests. Pieces of IKEA furniture (sofa, computer table, bra, etc.) will appear on Tvidi pages. Children should catch and collect them on a special promo page.
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The promo page is a scheme of a room or a class in white and black colors with IKEA items. When a child catches a piece of furniture, it appears on a scheme and gets colorful. The winner is a person who collected all the IKEA items.
Kids will collect 180 000 IKEA items in 3 weeks.
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Main page announcement
Banner 300х250
Button
Announcement on the “News of the day” channel
News promo
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Wearing Justice on the way to school
with a help of Tvidi
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Floating Justice clothes banners on the all Tvidi pages. The link leads to the Justice promo page. Moscow targeting.
Floating banners + Button
Button links to the Justice promo page. Moscow targeting.
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Letter of happiness from Glamour KsyuShe is cool and trendy, knows everything about boys, movies, music and fashion.Ksyu – is like the elder sister for all the Tvidi girls. She is asked «what to wear for a party?» and «what clothes are the best for school?»All the Moscow girls get letters from Ksyu where Ksyu tells about the new Justice catalogue. Link in the letter leads to the Justice promo page.
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Justice promo page
On the promo page Ksyu introduces the new Justice catalogue and promises to send it to everyone who will upload Justice accessorizes for their avatar.
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Branded avatarAdding branded elements to the avatar catalogue.It could be trousers, t-shirt or any other accessorize from Justice collection.
Justice clothes
Блузка Justice
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Tvidi user in Justice clothes.
Avatar of a Tvidi user.Kids will be able to wear Justice clothes.
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Getting Justice catalogue!
All the girls who uploaded Justice for their avatar picture get the Justice catalogue through an e-mail.
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Let the sun shine!
Ambre Solaire
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Main page promo
Загораем правильно вместе с Амбр Солер
Banner 683*60
Button
Что такое UV?
News promo
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• We will write a couple of articles and teach children:
• When the Sun is harmful and useful
• How to sunbathe correctly, and how to choose protective means
Articles
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• We will ask children if they know how to sunbathe in a proper way.
Polls
Когда вредно загорать?
Всегда
С 12.00 до 16.00
С 9.00 до 12.00
Крем от солнца:
Обязательно пользуюсьЧто это?
Бесполезная вещь
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The most sunny contest!
What should be taken to the beach? How to sunbathe? Which protective means to use? Write a creative instruction how to sunbathe in a proper way!Winners will receive a stock of Ambre Solaire for the whole summer !
• All users can participate.• The task is to create a story,
photo story, draw a story, etc. about proper behavior on the beach.
• The contest will be held by Glamour Ksyu- the most famous Tvidi character..
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Additional Promo
Конкурсот Амбр Солер
Branded header
When clicking on the Sun, it gets bigger and leads to the contest
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Summer with МТС
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News promo
Main page branding
Летом с МТС веселее!
Летом с МТС веселее!Banner 683*60
Branded header
Лето с МТС на Твиди!
Button
Обсуждаем лето!
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We will go, we will rush off…
Летом с МТС веселее!
МТС Connect deerClicking on it, deer goes down
Обсуждаем лето!
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Connecting
A deer skips down through the whole page
MTC Promo
Новый год летом?Это прикольно!
Привет!!!
Общайся с твинейджерами на даче!
Интернет есть везде!
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With МТС you’re always at Tvidi!
Новый год летом?Это прикольно!
Привет!!!
Общайся с твинейджерами на даче!
Интернет есть везде!
Link to the articleMTC Mobile ForumМТС ConnectGame
A deer activates the promo. Clicking the different buttons, a child can get not only the information about MTC advantages but to have fun as well.
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Telling and showing
• The News will be available in 2 formats: text and video
• Video will show how to connect with friends through internet while you are at summer residence.
• The article will explain it as well. Kids can leave comments here.
• The article will be written by Max, the most famous Tvidi character.
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Ate - chewed
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Article announcement
Button
Banner 683*60
Main page announcement
News promo
Share an Orbit smile with friends!
Чтобы зубы были здоровы….
Game promo
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While transferring tо the Orbit page, kids will be asked their age.
Kids younger than 12 y.o won’t get to the Orbit page
Small kids not allowed!
How old are You?
I’m
Thank you for your answer!Transfer to the Tvidi main page
Welcome!Transfer to theOrbit page.
CookieCookie
<12>12
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You should chew Orbit after each meal!
As you see your friend finishing his meal, offer an Orbit to him.
Ate-chewed: play and remember
+15
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Desktop barNotifies about: New letters Interesting Orbit
News Time to chew Orbit
Orbit on your computer
You received a letter!
It’s Orbit Time!
News!
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It’s Orbit Time
It’s Orbit Time!
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Upload your photo to Tvidi or smile at the webcam
Orbit will define whiteness of your smile and advice you how many Orbit gums you should chew per day.
You have a white smile!
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Make your smile shine right now with a help of virtual Orbit gum!
Send it to all your friends.
Impress friends with your smile!
Улыбнись вместе с Orbit!
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Orbit smiles photo gallery Smiles rating Every day the most white
smile gets a gift–a stock of Orbit for the whole class
Smile to everybody – they chew Orbit after meals
Smile with Orbit!
Smile with Orbit!
Smile with Orbit!
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Tvidi users have a calendars where they mark important dates
Getting ready for a date or a birthday party it is important not to forget to chew Orbit. We will remind about it!
A date? Don’t forget to chew Orbit!
Notification:
Today you are going to a birthday party! After you eat a birthday cake, don’t forget to chew Orbit!
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Let’s talk about Orbit
Topics to discuss:•The most tasty Orbit?•Ways to care about your teeth•New tastes from Orbit
«My favorite Orbit»
«Virtual dentist»
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Clear your brain with Orbit!
Clear your brain- chew Orbit helps to
concentrate
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Orbit promo channel on Tvidi
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Main Orbit page
News Contests Games Desktop ForumYour smile
GamesSmiles Contest
Время Orbit!
Orbit Desktop News
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Orbit News
Each week news about:
Teeth healthHow to care about teeth Funny facts about chewing gum
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Clearasil
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Main page announcement
News promo
Announcement on“News of the day” channel
Button
Banner 728х90
Banner 240х400
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Promo page
Clearanews
Clearatest
Clearahill game
Rating
Video contest “Become better!”
Rating
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Video contest “Become better!”
The task is pretty simple. Participants should record a short video about the event that made them a bit better. It could be a smile from a stranger or cleaning the room, or a song one heard on radio, etc.
Each user can upload as many videos as he wants.
For each uploaded video, user gets points, e.g Clearpower . Everyone’s participation is recorded at the Leaderboard.
The most active participant gets a gift from Clearasil.
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Branded contest page
Rules and Prizes
Best videos
New videos
Time till the end of the contest
Upload your Video
Product placement
Users that have voted.
Tell friends about the contest. Invite by e-mail.
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Everyone has lacks and weaknesses. The main thing is to understand what they are and to try to improve them so you can become better/stronger.
Tests from Clearasil will help to deal with it. Taking the tests, you will get to know what your weaknesses are and how to cope with them.
Examples:1. Do you understand yourself2. How shy you are. 3. Does He/She likes you
Participants get points for taking tests and get Clearpower so they can move on at the leaderboard.
Clearatest
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Branded Clearanews
All the News can be commented, evaluated, be send to friends and be reposted at Vkontakte and MoiMir
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Clearahill game Placement and promotion
More than 300 000 users visit Tvidi game channel
For the gamers attraction , we will place the Clearahill game.
Game promotion:
Separate Clearasil section with a quick entrance to the game Clearahill game at «New games» section Clearahill game at «Popular games» section
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Branded game page
Game
Branded background
On this page kids can:- Play - Comment- Evaluate- See the Leaderboard- Send a link to a friend- Post it at Vkontakte and MoiMir
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