Playground Sessions Digital Brief

1. OCTOBER 24, 2012 | PREPARED BY:
ANDY PRATT | Funny Garbage | Creative Director
MELODY HAN | Taboola | Sponsored Content Sales

2. Playground Sessions is a fun and interactive
new software platform that teaches you how to
play the piano/keyboard using popular songs
you know and love
• Audience skews male (~70%)
• 60% aged 19-30 years old
• Very few are buying for their
children
• Slightly more than half of users
are outside of the US
• Income is mostly <100k
• 40-50% are students

3. COMMUNICATIONS GOAL
INCREASE INCITE
TIME FRAME
AWARENESS PURCHASE
• 750,000 • Improved • 12 months
qualified conversion
visitors rate > 0.75%

4. THEY LOVE:
themselves,
AGE GROUPS:
their friends,
preteens,
pop culture &
tweens, teens,
celebrities (in
young adults
THEY ENJOY that order)
LEARNING (as
long as it
doesn’t feel
like learning)
https://twitter.com/search?q=%22if%20i%20could%20play%20piano%22&src=typd

5. AGE GROUPS:
preteens,
tweens, teens,
young adults THEY ARE:
digitally
connected,
socially savvy,
mobile
“Despite the stereotype of young urban adults and
business travelers driving the purchase of so many
iPhones and Blackberry devices, it’s teens who are
coming onto the mobile Internet in droves. Nielsen
recorded a 45 percent surge in usage among teens
13-17 in July,”
Mike Shields - AdWeek
http://www.adweek.com/news/technology/mobile-internet-usage-nielsen-study-113615

6. AGE GROUPS:
preteens,
tweens, teens,
young adults THEIR DIGITAL
INTERESTS:
pop culture,
friends, music
and games
TEENS LOVE MUSIC AND VIDEOS:
88% downloaded music & videos
TEENS LOVE PLAYING GAMES:
82% played games
TEENS LOVE BEING SOCIAL:
88% used Facebook
Stats based on behavior in the last year
http://www.slideshare.net/nickblack/digital-teens-the-drivers-of-digital-behavior (SLIDE 7)

8. Playground
Sessions builds
on their digital
interests
TEENS LOVE MUSIC AND VIDEOS:
“Playground lets you pick songs that inspire you the most. “
TEENS LOVE PLAYING GAMES:
“Suddenly practicing feels more like a game than a chore,
which makes all the difference.”
TEENS LOVE BEING SOCIAL:
“Use Facebook DailyEarn badges for your
accomplishments, then proudly display and share them
with friends.”
Quotes taken directly from playgroundsessions.com

9. COMMUNICATIONS FRAMEWORK
CURRENT BEHAVIOR
• Users are finding their way to the Playground Sessions
site, but sales of the software are not ideal and
conversion rate is low
DESIRED RESPONSE
• Wider awareness of the product amongst target audience
& decision makers (parents)
• Increase in qualified traffic to website with higher
conversion rate (>0.75%)
• Increase in sales

10. MEDIA CHANNELS
TV/Pop Culture Websites
• MTV, Nick/TeenNick, Glee, American Idol, The Voice
Social & Music Websites
• Twitter, Facebook, MySpace, Songza, Pandora, Spotify, Vevo
Mobile
• Mobile ads in games/apps, QR codes
Search
• SEO: Google, Amazon; Discovery: Taboola, Outbrain, YouTube

11. PHASES & MESSAGING
Phase 1: Phase 2: Phase 3: Retention
Awareness Acquisition & Sharing
• Focused media buys on TV websites (MTV, Glee, American Idol)
• Social/music site promotions and Buzzfeed sponsored content
campaigns
http://www.buzzfeed.com/babymantis/15-animals-that-have-started-their-own-band-1opu
• Searches for keyboard purchases (Amazon) and “how to play”
queries - possibly also sell software via additional Amazon
storefront?
• “Discoveries” and earned media
• Celebrity endorsements with known champions of music/arts
education like Alicia Keys

12. PHASES & MESSAGING
Phase 1: Phase 2: Phase 3: Retention
Awareness Acquisition & Sharing
• Mobile-optimized microsite with “Add to Wishlist” option for teens to
send to parents
• On-ramp system allowing users to sign up by promoting a favorite
song to learn from immediately (current website homepage is
appealing to adults, but not as dynamic as necessary for teens)
• Best "piano/keyboard purchase guide" designed to appeal to kids
and parents http://bit.ly/RqK6sV
• Choice of songs with lyrics in addition to instrument-only
compositions to capitalize on those who also wish to sing

13. PHASES & MESSAGING
Phase 1: Phase 2: Phase 3: Retention
Awareness Acquisition & Sharing
• Free song giveaway as reward once social sharing level reached
• Referral bonus for learning with friends
• Gamification (as above) with GetGlue badges for number of songs
learned, videos uploaded, sharing & referrals (influencing)
• Promotion where celeb picks favorite user generated PS
performance
• Reverse karaoke app (you add the piano track, or piano and vocals)

14. SUCCESS! WE SEE:
• We are suggesting a new Playground
Increased conversion Sessions homepage with an on-ramp system
rate on site (> .75%) designed to hook Teens. This homepage
provides specific metrics for teens.
Increased brand
awareness measured • Measured by FB likes, Twitter followers and
by FB likes and Twitter the use of a branded Twitter hashtag
followers
Increased use of UGC
on YouTube of users • This could be encouraged by having a pop
celebrity pick their favorite rendition of their
playing their favorite song, sharing bonuses/rewards
songs