2013 USA Today Young Lions Media Competition - US Finals Submission: Jeremy Siegel & Jesse Anderson, OMD NY

1. 2013 YOUNG LIONS
TEAM #: 94814906
APRIL 16, 2013

2. THE MEDIA CHALLENGE:
THE SOLUTION:
LEVERAGE STRATEGIC
PARTNERSHIPS THAT GENERATE
ORGANIC EXPOSURE
PAID MEDIA CAN BE MOST
IMPACTFUL IF FOCUSED TOWARDS
DRIVING ACTION
DUE TO BUDGET CONTRAINTS, WE CAN’T RELY
ON PAID MEDIA TO GENERATE ENOUGH
EXPOSURE TO MAKE THE IMPORTANCE OF PLAY
TOP-OF MIND IN THE NATIONAL CONVERSATION
ACTION:
AWARENESS:

3. HOW CAN WE CREATE A NEW NORM WHERE
KIDS, FAMILIES AND COMMUNITIES COME
TOGETHER FOR DAILY PLAY?
SECURING FUNDS AND VOLUNTEERS REQUIRES TIME AND MONEY THAT MANY
COMMUNITIES JUST DON’T HAVE
OF LOCAL PARK DIRECTORS SURVEYED AGREE THAT WHERE FACILITIES
ARE AVAILABLE, USAGE IS NOT DECLINING1
THE SOLUTION:
LEVERAGE SOCIAL MEDIA TO HELP CARRY THE LOAD
1: http://www.rff.org/RFF/Documents/RFF-BCK-ORRG_UrbanSurvey.pdf
100%
BUT IMPROVING ACCESS IS A DEMANDING TASK
KEY INSIGHT:
COMMUNITIES ALREADY VALUE PLAY

4. A TOOL TO EMPOWER COMMUNITIES
A HUB FOR COMMUNITIES TO
RAISE FUNDS FOR LOCAL
KaBOOM! PROJECTS
GAMIFIED APP FORMAT TO CREATE KaBOOM!
AMBASSADORS ACROSS THE NATION
POWERED BY MANUMATIX’S SOCIAL
REWARDS PLATFORM
TURN-KEY MANAGEMENT TOOL TO TRACK AND
REWARD USERS ACROSS SOCIAL NETWORKS
USERS CAN DONATE TO ACTUAL
PLAYGROUND ITEMS
DONOR NAMES ENGRAVED ON ACTUAL ITEMS AND
MAILED A KaBOOM! CERTIFICATE OF PROOF
SUPPORTED WITH SPONSORED STORIES TO
DRIVE:
1. USER ACQUISITON
2. ENGAGEMENT
Help

5. 7 PARKS 7 PARTNERS 7 CITIES
GENERATE MASS MEDIA EXPOSURE BY LAUNCHING HUGE KaBOOM!
BUILDS ACROSS THE COUNTRY
INSPIRED BY THE TOWN CENTER, EACH PARK WILL FEATURE AMENITIES THAT
BRING FAMILIES AND COMMUNITIES TOGETHER FOR DAILY PLAY
AREAS FOR COMMUNITY
FOOD VENDORS, W/
LEASING FEES FUNDING
PARK MAINTENANCE COSTS
COMMUNAL SEATING
SPACES THAT PROVIDE FREE
WI-FI ACCESS TO THE
COMMUNITY
STAGE AREAS FOR
CHILDREN’S
PERFORMERS
AND OF COURSE, GIANT
KaBOOM! PLAYGROUNDS

6. IN MAJOR MARKETS WHERE THE NEED FOR PLAYSPACES IS HIGHEST
OOH SUPPORT: TRANSIT AND WALLSCAPE PLACEMENTS THAT CALL ATTENTION
TO THE ABSENCE OF PLAYGROUNDS:
7 PARKS 7 CITIES 7 CORPORATIONS
1. THE TRUST FOR PUBLIC LAND: http://parkscore.tpl.org
SAN ANTONIO
MEMPHIS
JACKSONVILLEINDIANAPOLIS
LOUISVILLE
HOUSTON
CHARLOTTE
100%50% 75%
60 68 69 72 7858
CHOSEN CITIES:
BY % OF POPULATION W/O
WALKING ACCESS TO
PARKS1

7. 1. http://www.forbes.com/sites/rickungar/2012/04/30/obesity-now-costs-americans-more-in-healthcare-costs-than-smoking/
2. http://www.policymic.com/articles/23270/5-companies-that-are-changing-their-tune-on-obesity
3. http://www.comcast.com/corporatesocialresponsibilityreport
FUNDED BY CORPORATIONS LOOKING TO MAKE A DIFFERENCE:
HEALTHCARE PROVIDERS
SEEKING TO REDUCE THE $190B
ANNUAL COST TIED TO OBESITY1
ICONIC BRANDS
COMMITTED TO ADDRESSING THE
NATIONAL HEALTH SITUATION2
CABLE PROVIDERS
TRYING TO STRENGTHEN TIES TO
THE COMMUNITIES THEY SERVE3
7 PARKS 7 CITIES 7 PARTNERS
TAPPING INTO PARTNER-OWNED ASSETS FOR FREE NATIONAL MEDIA:
KaBOOM! EDITORIAL SPACES
ON FAMILY SITES
COMCAST:
KaBOOM!
ON DEMAND
CHANNEL
CUSTOM
EMAILS TO
DAILYCANDY
SUBSCRIBERS
FACEBOOK FAN PAGES:
EMBED THE KaBOOM! SOCIAL APP
ON PARTNER PAGES
DISNEY

8. WHY GAMING:
1. CHILDREN EXPEND MORE ENERGY PLAYING ACTIVE
VIDEO GAMES THAN P.E.1
2. 70% OF PARENTS PLAY ONLINE GAMES WITH THEIR
CHILDREN2
3. PARENTS WITH YOUNG CHILDREN ARE 52% MORE
LIKELY TO OWN AN XBOX KINECT3
UPGRADE YOUR XBOX TO UPGRADE A SCHOOL
INCENTIVIZE CONSUMERS TO DONATE XBOX 360 &
KINECT DEVICES AT TARGET
REWARDED WITH FREE XBOX 720 UPGRADES
PROMOTION ON TARGET.COM AND IN-STORE
CUSTOM BDE ON XBOX LIVE, ENCOURAGING
FAMILY PLAY
FREE KINECT GAMES + KaBOOM! CONTENT AND INFO
1: : http://sphhs.gwu.edu/abouttheschool/news/?d=12277
2: SOURCE: EMARKETER "2012 Family Co-Play Survey”, Nov 19, 2012
3: Nielsen @PLAN, Q3 2012 REPORT
LEVERAGE THE RELEASE OF XBOX 720 TO COLLECT OLD CONSOLES FOR
SCHOOLS WITH LIMITED P.E. RESOURCES

9. ENGAGING SCHOOLS: HOTCHALK.COM
PARTNER WITH HOTCHALK TO CREATE A
NEW EDITORIAL FEATURE: “LESSON PLAN
OF THE YEAR”
INSPIRE ADVOCACY BY RECOGNIZING
TEACHERS FOR THEIR COMMITMENT TO
THE PLAY MOVEMENT
SPONSORED SITE SECTION WILL PROFILE
INDIVIDUALS WHO MADE A DIFFERENCE
ESTABLISH AN ONGOING RELATIONSHIP
WITH EDUCATORS THROUGH MONTHLY
KaBOOM! LESSON PLANS
REACH TEACHERS WHO ARE ACTIVELY LOOKING FOR LESSON MATERIAL
1: ComScore Plan Metrix Key Measures, December 2012
+2013 LESSON PLAN OF THE
YEAR:

10. FLOWCHART
JULY AUGUST SEPTEMBER OCTOBER NOVEMBER DECEMBER TOTAL
SOCIAL APP BUILD, PAID FACEBOOK MEDIA AND CERTIFICATE MAILING COSTS $1,300,000
PR MEDIA OUTREACH AND EDITORIAL COPY $60,000
OOH WALLSCAPE AND TRANSIT MEDIA $1,000,000
GAMING CUSTOM XBOX BRAND DESTINATION $250,000
DIGITAL HOTCHALK ACTIVATION $200,000
SEARCH SUPPORT FOR TRAFFIC GENERATED BY OOH AND PR + CAPTURING ORGANIC SEARCHES $190,000
TOTAL $3,000,000
AWARENESS ACTION