steve kearns final project (1)
TRANSCRIPT
A strategic partnership with
WHY MICROSOFT?
• Market Cap: $389.97 Billion • 2014 Stock Performance: nearly 30% increase
• Increased consumer confidence in brand • Analyst Ra:ngs: “Buy” (Deustche),
“Overweight” (Barclays) • 1 year es:mate: $49.57 PS (+4% from current)
• Apple esPmate +9% from current
Advertiser Background
FY 2013: $2.5 Billion (+56.25%) FY 2012: $1.6 Billion (-‐18.75%) FY 2011: $1.9 Billion (+18.75%)
In 2011, ad expenses grew 19% while sales grew only
12% (SEC Filings)
WHY DOES THIS MATTER?
In order to best pitch Microsoft, we must:
Advertiser Background
Data show that Microsoft is gaining momentum in the technology sector
But are they gaining market share? Current spend is not an efficient/effecPve
use of adverPsing dollars
Currently, no adverPsing spend on kids and family
Create a direct link between a Nickelodeon spend and long-‐term financial success for
the company
Play to the interests of the markePng team • Capossella has an economics background,
spearheaded Surface 3 growth iniPaPve
A NEW DIRECTION FOR MICROSOFT Under Capossella, Microsoft is looking to rebrand…
• Focus on empowerment and singular brand recogniPon
Advertiser Background
"We help you be successful … That's the big dis;nc;on between us and some of our key
compe;tors.“ – Capossella, CMO
“[In the future] the MicrosoH brand will play a much, much bigger role.“ – Capossella, CMO
In posi:oning Microsoft as an empowering leader in tech, why not start with kids and family?
Nickelodeon offers something different: access to new markets and demographics (K&F)
NICK AND MICROSOFT: A RECIPE FOR SUCCESS
Growth Opportunities
• Align two powerful brands, increase Microsoft’s appeal beyond typical Silicon Valley consumers
An Opportunity to: • Market to children and parents in a space in which Microsoft has not previously
worked • Create a lifelong link to Microsoft products by appealing to younger audience
NICKELODEON: K&F’S PREMIER NETWORK
Growth Opportunities
ü Ra:ngs grew 4%, while our two biggest compe:tors saw significant declines
ü Nickelodeon’s ra:ngs have increased year-‐on-‐year for fiVeen consecu:ve months
ü Nickelodeon is home to eight out of the top ten shows for kids in the current broadcast season
ü Nickelodeon also had the top five animated series in the March quarter
ü SpongeBob SquarePants, our highest rated show ever, approaching its 15th birthday
ü Live Ac:on: Sam & Cat is the top-‐rated show with kids two to eleven
Key Strengths
ü Children begin to dis:nguish brands during their preschool years
ü Brand loyalty begins as early as age 2. The average 3-‐year-‐old recognizes more than 100
brand logos
ü Teenagers spend $155 billion/year, children younger than 12 years spend another $25
billion;
ü Both groups influence $200 billion of their parents' spending per year
ü 55% of kids surveyed said they are usually
successful in gecng their parents to give in when they ask for products
Market Strengths
MICROSOFT SURFACE PRO 3: CAMPAIGN GOALS
Partnership Goals
ü Increase awareness of Microsoft Surface Pro 3 • Interface, features and user-‐friendliness
ü Align Microsoft brand and tablet offerings with key messaging • InteracPve, helpful, empowering
ü Create Brand loyalty amongst young consumers • Leverage Nickelodeon’s consumer relaPonship to benefit Microsoft • Drive sales for years to come
A MULTI-PRONGED APPROACH
Customized Content
INTERACTIVE ü Custom DesPnaPon ü Social Media Posts ü Targeted creaPve to kids and teens
HELPFUL ü Custom Banners and Rectangles ü Expanded Units, Pre-‐Roll Video ü TargePng mothers, posiPoning Surface Pro 3 as the
“helpful tablets”
EMPOWERING ü Tent pole integraPon ü Digital Sweepstakes ü Corporate Social Responsibility Partnerships
CONTENT TARGETED TO MOMS
Customized Content
Expanded Units and Exclusive Pre-‐Roll
Custom Rectangles
Custom Banners
Ø Surface is the helpful tablet for busy moms on the go Ø Tablet’s versa:lity will enable moms to do more Ø Surface is the one device every mom needs
SO, WHAT COOL THINGS CAN KIDS DO WITH THE SURFACE PRO 3?
Customized Content
"Our brand is an empowerment brand.”
“It's not really about the cool gadgets that we build; it's about the cool things you get to do with
what we've created.“ – Capossella, CMO
MICROSOFT SURFACE PRO 3 CUSTOM DESTINATION
Customized Content
Custom Games
Nick Videos
Interac:ve Quizzes
MICROSOFT SURFACE PRO 3 CUSTOM DESTINATION
Customized Content
• “Build your own” tablet funcPon • Custom co-‐branded quizzes, games and videos • Camera feature that enables kids to take snapshots of
their favorite Nick characters • Ability to interact with top games and shows as they
would on the tablet
• Surface Pro 3 is interacPve, colorful and fun to use! • Push to develop brand loyalty among young audiences
SOCIAL MEDIA INTEGRATION
Customized Content
Leveraging followers to gain brand awareness and drive
sales
Post(s) Driving to Custom Des:na:on
Tweets Driving to Product Page
Facebook: 26,000,000+ Likes Twimer: 3,700,000+ Followers
MICROSOFT “BEYOND THE SURFACE” DIGITAL SWEEPSTAKES
Giveaways, Packages and Prizes
One lucky winner would receive an all-‐expense-‐paid trip to a Nick awards show
ü Prize would include exclusive backstage passes and access to Microsoft Surface Pro 3 co-‐branded swag
ü Chance to walk the orange carpet with favorite Nickelodeon celebriPes and take selfies with the tablet
ü Taped visit to the Microsoft store to air during awards show, streamed online simultaneously
TENT POLE INTEGRATION
KCA + Microsoft Surface Tablets Highlighting the “star power” of the surface line
Halo Awards + Microsoft Surface Tablets Empowering individuals to take action in their communities
ü Presenters would use tablets instead of envelopes to reveal award recipients
ü Tablet fully integrated into the awards show, from red carpet to post-‐show
ü Custom desPnaPon leading up to and during KCA broadcast would prompt users to follow along
from home
ü Co-‐branded swag distributed to talent and guests at giming suite
Customized Content
ü Award winners would receive a new surface tablet in addiPon to their educaPonal grant
ü Award winners would also be gimed a Microsom shopping spree and technology grant to bener
prepare them for their educaPon
ü Online creaPve promoPng Halo sponsored by Microsom that showcases company CSR (pre-‐roll
videos, etc.)
CHARITABLE SPONSORSHIPS
Corporate Social Responsibility
Join us in our widely acclaimed CSR program that encourages kids to stay acPve and healthy through play
Big Help and its sponsors support anP-‐bullying programs and green iniPaPves to help teach kids about sustainable living
The Big Help Advising kids on the importance of good citizenship
Worldwide Day of Play Helping kids do what they do best
MICROSOFT SURFACE PRO 3 PARTNERSHIP RECAP
Wrap-Up
Nick provides a targeted digital approach: • Moms, Kids, Teens
• Comprehensive digital campaign • Custom des:na:on
Opportuni:es for integra:on: • Kids Choice Awards, Halo Awards
• Corporate Social Responsibility Ini:a:ves
THANKS FOR LISTENING!
Wrap-Up
QUESTIONS?
COMMENTS?
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