Highwire Final Presentation

8/9/2019 Highwire Final Presentation

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Elizabeth Anderson --- Marketing DirectorRyan Davidson --- Creative Director Jayme Hoy --- Research Director

Emma CooperDaniel HendersonMitchell HeusmannAmy HillowKatie HirvelaRussell PresslerKaitlyn Tegethoff



video

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Target Market

18 to 21 year oldsGender NeutralSocial Lifestyle Tech-Savvy

Financially IndependentUniversity Student/Young Professional



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2009:4th best selling family game in the

industry

Launched in 2008

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Core concepts:Pictures, Variety of Play, Visual

Identification.



Pictureka!P[de ix]



High ResolutionLCD Screen

26.6 cm

Digital PictureFrame Industryhas grown

265% in the

past 2 years



The Challenge

Types of Image Distortion

Point of Difference

Rules

Game Play



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Visual Inspiration



Advertisements



Average Price for aAverage Price for aDigital Picture Frame -Digital Picture Frame -

£91

Pricing Strategy

[dePix] Retail Price - £79.9£79.9

Profit Margin9.3%



Phase 1: Brand Awareness1 May - 31 July 2011Sales Goal:50,000 units

Media Placement Advertisements:

T ube and Bus CinemaCof fee Sleeves

Phase 2:BrandLoyalty

1 Aug - 31 Oct2011Sales Goal:30,000

MediaPlacementAdvertisement

s:Coffee Sleeves

Phase 3:Holiday Sales

1 Nov - 31 Dec2011Sales Goal:70,000

MediaPlacementAdvertisement

s:Coffee Sleeves

Total Spent on Advertising ££485,960



Packa

ging



86 %

Recall

62%See

80% Act



London:

11 timesLarger

O



Co

ffee

S

leeve

sAverageDwell Time

21 min

Take AwayCoffee

Over

50%



h a s b r o

t o y s h o p

. c o m

Distribution



Target Market

15 to 21 year olds

Gender NeutralFast-paced Lifestyle

Crave Social InteractionFinancially Dependent

University Student/Young Professional



Text Text

Teen Inspiration Kit



get ready.

get rowdy.



“UPROAR is a collective gaming experience for social young

adults that incorporates that challenges players to interact

and compete with peers in six new and interesting ways.”



90% of those questioned in our targetmarket prefer card games over board games.

Lets hearLets hearwhat elsewhat else

they have tothey have tosay.say.



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Packaging Designs



Percentage of Percentage of consumers who saidconsumers who said

they would pay thisthey would pay thisprice -price - 90%

Pricing Strategy

UPROAR Retail Price - £14.99

Profit Margin20.9%

Phase 1: L lt Ph 3

ase :



Phase 1:Brand

Awareness

11 Aug - 31Sep 2011

Sales Goal:45,000 units

MediaPlacements:

Tube Table Wraps

Beer MatsCoffeeSleeves

Loyalty

1 Oct - 31Nov 2011

Sales Goal:55,000units

MediaPlacements

: Table

WrapsBeer Mats

CoffeeSleeves

Phase 3:Holiday Sales

1 Dec 2011-

15 Jan 2012

Sales Goal:60,000 units

MediaPlacements:

Tube Table Wraps

Beer MatsCoffeeSleeves

BrandRetainment

15 Jan - 28Feb

2011

Sales Goal:

40,000 units

MediaPlacements:

Tube

Table WrapsBeer Mats

CoffeeSleeves

Total Spent on Advertisements Total Spent on Advertisements £307,800307,800



Coff

eeS

leev

es



UPROAR Advertisements



Beer Mats and Table Wraps

97% of young adults

say dining out istheir favouriteactivity



PR Tactics

Post clips to contribute toPost clips to contribute tonewnew

UPROAR expansion packsUPROAR expansion packs

Win a Performance byComedian/Actor James Corden

UPROAR sample games distributed to 20

Universitiesthroughout the UK such as:

Thames Valley University, LeedsMetropolitan

and University of Manchester



[dePix] Distribution

hasbrotoyshop.com



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Thank you.

Highwire Final Presentation

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