Spreadable Media Project: LEGO & Home Depot Katrina Corcoran - - PowerPoint PPT Presentation

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

• ffer 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

• f 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
• pening 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:
• Stories from “Builders of Tomorrow,” which are short video clips

from celebrities who attributed creative play to their success as adults.

• 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.

• Tips on how to use Legos in the classroom and at home.
• 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:

• MIT Professor Mitch Resnick, head of MIT’s Lifelong

Kindergarten Group. He lead a Q&A.

• Actor/dad Matthew Broderick and clothing designer Eileen

Fisher, who talked about creativity in their childhoods.

• 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
• utlets.
• 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

• ther 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

• n 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.

Home Depot: Media Platform – Blog

• Title: “More Saving, More Doing” Blog
• Premise: This blog will be chalked full of tips and tricks to

save more money while maximizing your home

• improvement. Of course, our construction and design

experts will be using items purchased at Home Depot.

• Public Involvement: This is a way for the public to

comment or share their own tips. Once a week, we will choose a tip of the week from what they share. We then can give them a feature and shout out on our blog.

Home Depot: Media Platform – Social Media

• Pinterest: “Redo on Low Revenue” Challenge
• Premise: Home Depot is hosting this challenge to push the

“More Saving, More Doing” movement into action. Challengers must improve/redecorate a room in their homes by only purchasing items from Home Depot. This challenge can be used not only for room improvement, but also for kitchen, bathroom and outside the home. It will be hosted on Pinterest.

Home Depot: Media Platform – Social Media Cont.

Stipulations – Participants must:

• Create a board on Pinterest labeled “Redo on Low Revenue

Challenge”

• Limit 3 people per project
• Stay within the $100 budget
• Purchase items from Home Depot
• 3 days to complete their project
• Keep track and share their daily progress via Pinterest board
• Take before and after pictures also post via Pinterest board

Incentive – There will be two winners.

• One winner will be chosen by the judges
• Second winner will be whoever had the most repins
• They will each win a $500 gift card to Home Depot and land a spot
• n the webisode series.

Thank you for viewing our presentation!

Sources (Included in Footnotes)

• "Lego." Lego. Lego the Manufacture, 1 Jan. 2014. Web. 19 Sept. 2014.

<http://www.lego.com/en-us/>.

• "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>.

• “Marketing Communication Strategy Home Depot.”

<http://www.resdirectory.com/home_depot_paper.pdf> Home Depot, n.d. Web. 19 Sept. 2014.

• “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.a spx> Homer TLC, 2003. Web. 19 Sept. 2014.

• “The LEGO Story.” <https://www.youtube.com/watch?v=NdDU_BBJW9Y>

LEGO Club TV, 10 Aug. 2012. YouTube Video. 19 Sept. 2014.