LEGONEXOKNIGHTSMediaEventPlan媒体活动计划案课件

1、LEGO NEXO KNIGHTS China Media Event Plan乐高未来骑士团Prepared by MSLApril 2016ContentOverviewPR ObjectivesKey Communication Target AudienceCommunication Flow Key MessageMall Event AnnouncementPress release developmentSocial account recruitmentCartoon TV announcementBBSMedia EventMedia Event OverviewMedia

2、Event RundownMedia Event HighlightsPress Release StructureAppendixMedia event venue suggestionMedia ListCommunication OverviewPart 1NEXO KNIGHTS overviewThe latest LEGO Big Bang theme line which was released in March 2016 in China market.Based around five futuristic heroes: Clay, Axl, Lance, Macy an

3、d Aaron; and the villains: Jestro and the Book of Monsters and their Lava Monster Army.Toy(50%), Story(35%) and Game App(15%) are three assets to leverage and communicate.NEXO KNIGHTS PR objectivesTo create attention and buzz among target audience for LEGO NEXO KNIGHTS product line from zero, levera

4、ging Childrens day season.To educate Chinese parents and kids about knight virtues, which is helpful to build product awareness among shoppers.To drive traffic to NEXO academy to make children learn the content of NEXO KNIGHTS and keep hooked.To warm up and recruit kids for NK mall events across Chi

5、na by in-depth content development, generating the desire to purchase.Key communication target audienceKIDSPARENTSKids at 6-11, having influence on toy purchaseParents who have kids at 6-11, owning the final decision on purchaseCommunication flowFast burn-inSustainReach-outPress release distribution

6、 Product buzz creation - Children TV co-op - Product trial recruitment - KOL product postings - Product seedingKnighthood promotion - 5 Weibo KOL - 5 parenting WeChat accountNational event warm-up - traditional media - WeChat accounts - BBS Local announcement - Local WeChat account - BBSExclusive pr

7、ess conferenceMedia gathering in SZ, TJ, BJActive reaching out for more media exposureProduct campaign to introduce NEXO KNIGHTS product line and grab attention Pre-event warm up to create noise on social, convince parents to bring their kids to mall eventPress conference to officially communicate w

8、ith media outlets and amply the influenceMarch-AprilApril-MayMay-JuneKey messageFlashmob骑士召集Event announcement骑士入营Press conference骑士崛起ParentsParentsLEGO NEXO KNIGHTS is a brand new product line launched in March with products, cartoon and gaming app. The franchise is important for kids development i

9、n their formative years- promoting knight-code values and empowering children to learn through play.LEGO NEXO KNIGHTS rolling castle is landing at SH/BJ/TJ/SZ, providing kids a cool and futuristic NEXO universe where children can meet 5 characters, enjoy hands-on experience and finish a series of mi

10、ssions to power up to be a real knight.ParentsUpgrade your power with LEGO NEXO KNIGHTS加入乐高未来骑士团 升级骑士能量！/扫描骑士能量 加入乐高未来骑士团！Kids Kids KidsHere comes the brand new LEGO NEXO KNIGHTS! Meet five newly graduated knights who are Clay, Arron, Macy, Lance, Axl and see what happened in Knighton between good a

11、nd evil!NEXO Academy needs you! where you can watch cartoons, play quizzes and get shield to power up. Come on and join us! Large sized rolling castle is coming to town! Where you can be in a real NEXO world and be trained from a squire to a real knight! Come with your parents!By joining NEXO Academ

12、y with children together, it is a perfect moment for family bounding as well as an opportunity to educate children about knight-code and virtues. The upcoming NK mall event is a great choice for parents to take children to experience and play. Mall event AnnouncementPart 2National-wide press release

13、 mass distribution to announce LEGO NEXO KNIGHTS mall events to attract kids to learn about LEGO NEXO KNIGHTS mall event information.Influential WeChat AccountPrint Media, Website & BBSChildrens TVMulti-channel mall event recruitmentParenting accountLocal lifestyle account乐高未来骑士团移动要塞荣耀出征，全国四大城市招募骑士！

14、Recruitment press release乐高未来骑士团移动要塞即将强势登陆四大城市，就等你来加入！LEGO NEXO KNIGHTS Rolling Castle Comes to 4 cities in China! You are wanted!移动城堡荣耀出征，骑士学院LEGO NEXO KNIGHTS rolling castle provides kids a cool and futuristic NEXO universe where children can meet 5 characters, enjoy hands-on experience and comple

15、te a series of missions to power up to be a real knight.精彩游戏app，抢先入营玩转骑士学院Join LEGO NEXO Academy as a member of NEXO Knights and battle withMerlok 2.0 app!Parenting and local lifestyle social accounts to announce mall event and help to recruit kids to the event.a. Social account recruitmentInfluenti

16、al parenting social accountsInfluential local lifestyle accountsb. TV announcement for recruitmentOption 1: Long-term cooperation 10-times co-op is a mustDetails please refer to LEGO NEXO KNIGHTS TV Cooperation Plan Cartoon TV channel of Guangzhou, Shanghai, Beijing and Hunan to announce LEGO NEXO K

17、NIGHTS offline experiential events and product information.卡酷全卡通16:55-17:00Beijing炫动酷地带17:00-17:30Shanghai大玩家特搜队17:00-17:05GuangzhouHunan玩名堂11:50-12:00b. TV announcement for recruitmentOption 2: Short-term cooperation By Toonmax TV with large amount of loyal kids audience, LEGO NEXO KNIGHTS event in

18、formation can be well delivered to kids and generate their desire to get NEXO KNIGHTS products and event.Suggested cooperation program: 炫动酷地带LEGO NEXO KNIGHTS can be on aired around 4 minutes in this program with mini-movies broadcasting and product introduction.Other remarks:At least 45 days in adv

19、ance for shooting and production.Edited animation can be used as part of the broadcast content.Official WeChat can be leveraged to promote the event.BBS such as douban and Baidu to announce offline roadshow and help to recruit kids to the event.c. BBS announcement乐高未来骑士团酷炫来袭，等你入营！乐高未来骑士团酷炫来袭，等你入营！Me

20、dia EventPart 3Media event overviewMid-event: Shenzhen May 2022 Tianjin May 27June 1 Large-event: Shanghai May18/27June1 Beijing TBCAll the four middle and large sized mall event cities are suggested to do media event to directly communicate with media outlets in each local cities about the brand ne

21、w LEGO NEXO Knight product line and its asset highlights for further media awareness generation in China.Lets do NK media event differently this timeAn exclusive venue to unveil and announce LEGO NEXO KNIGHTS for media outlets rather than at shopping mall on sitethis can happen at a ballroom in a ho

22、tel/caf close to mall event venue to drive the notion of exclusivity.Brand manager as a leading role to present what LEGO NEXO KNIGHTS is and its highlights with a full presentation deck.Media journalists love to know that they are first, having an exclusive peek. We also want to make sure they can

23、focus on the rundown without much distraction and drive their notion of exclusivity.Media will also have VR headsets that will allow them to immerse in cool and futuristic Knighton and kick-start journey of NEXO KNIGHTS.NK themed press kits together with F&B preparation and production.Media event ru

24、ndown14:30 15:0015:00 15:3015:30 15:4015:40 15:5515:55 16:1016:10 16:2016:10 17:00Media receptionLEGO NEXO KNIGHTS brand manager presentationLEGO NEXO KNIGHTS overviewProduct detailsLocalized Merlok 2.0 video to introduce NK digital assetVR experienceMedia PK playing Merlok 2.0 gaming AppPR staffs t

25、ake media to mall event venueBrand manager lead media tour, introducing NEXO KNIGHTS rolling castle TV/Video media interview with LEGO NEXO KNIGHTS brand managerMedia onsite shooting and experienceMedia reception venueAn exclusive conference room is suggested to rent at the first station where big e

26、vent will be held to provide a distraction-free environment and make media better absorb information about LEGO NEXO KNIGHTS.For media event in other cities, we will do right at mall event venue on site. Seats for media are suggested to prepare for other media event.Brand manager presentationBrand M

27、anager introduces newly launched LEGO NEXO KNIGHTS with help of presentation facilities.Localized Merlok 2.0 video could be used to introduce LEGO NEXO KNIGHTS universe from the perspective of a main character in the theme.VR headset experience Since we have cool and interactive VR headset resource

28、for NEXO KNIGHTS mall event this time, why dont we leverage this asset and copy paste more (suppose it doesnt cost to much)for media interaction, providing them kinds of immersion into the NEXO KNIGHTS story.The VR headset will definitely impresses attending media, which is also beneficial for makin

29、g LEGO NEXO KNIGHTS a linkage with physical building and digital playing experience.Media PK playing Merlok2.0 appSelected media PK playing gaming app Merlok 2.0. The game image is to be projected on the screen, engaging everybody to see which media journalist could pass through the first level in s

30、hortest time.Media tour and interview afterwardsAfter the formal rundown in exclusive conference room, MSL staff will take media to mall event venue to experience on site.Brand manager leads invited media to have a tour at mall event venue, using display onsite to further exemplify LEGO NEXO KNIGHTS

31、 products and story line.TV/video media interview with brand manager, while other media experience LEGO NEXO KNIGHTS products and interactive equipment onsite.创意拼搭融合数码游戏，乐高未来骑士团荣耀启程!Press release structureIntroduce when and where LEGO NK mall events was held with lots of children and consumer partic

32、ipation, generating a hot buzz of LEGO NEXO KNIGHTS in town.Describe experiential areas of cool and fun in the mall events with quote about LEGO NEXO KNIGHT from consumers onsite.Introduce the product line, storyline, characters and digital asset of NEXO KNIGHTS, educating consumes the knighthood sp

33、irit behind LEGO NEXO KNIGHTS product line and its benefit to children.Quote about LEGO NEXO KNIGHT from brand manager.Preannounce the mall events across country and welcome consumers to visit. Para 1Para 2Para 3Para 4Para 5AppendixPart 4 Media reception venue suggestionDistance: 154m to Jiuguang (2

34、 min by walk)Half Day | 110RMB 10,000 +15% surcharge Includes standard meeting equipment:Microphone systemProjectorVideo / teleconferencing facilitiesDistance: 450m (7 min by walk)Half Day | 100RMB 15,000 +15% surcharge Includes standard meeting equipment:Microphone systemProjectorVideo / teleconfer

35、encing facilitiesDistance: 704m (11 min by walk)More details will be provided later for considerationSuggested According to the updated schedule that Shanghai Jiuguang might be the first station to hold large event, therefore the exclusive press conference venue are selected around Jiuguang first.*T

36、ea break are excludedInvited media list (Shenzhen)NoMedia Name CNMedia Name ENFrequencyCirculationEditorTitleTV1深圳电视台Shenzhen TVInstantN/A徐东“城市发现”记者Print2深圳晚报Shenzhen Evening NewsDaily602,000周敬城市版记者3深圳特区报Shenzhen Special Zone DailyDaily 440,000刁瑜文家居类记者4深圳都市报Shenzhen Metro DailyDaily250,000鲁俊平品牌总监5晶报

37、Daily SunshineDaily450,000梁靖雯记者6南方都市报深圳版Southern Metropolis DailyDaily400,000黄静琳副主编7深圳商报Shenzhen Economic NewsDaily450,000徐伟林旅游版副主编80755消费周刊0755 Consumption WeeklyWeekly200,000李劼婧风尚版主编Website9大粤网InstantN/A郭苏妮房产记者10凤凰生活InstantN/A郭强记者NoMedia Name CNMedia Name ENFrequencyCirculationEditorTitleTV1天津电视台T

38、ianjin TVInstantN/A蔡萍编导Print2今晚报Tonight NewspaperDaily910,000陈曦产经特稿部记者3天津日报Tianjin DailyDaily 400,000王涛记者4渤海早报Bohai Morning PostDaily400,000方芳时尚消费版记者5每日新报Morning PostDaily700,000孙铭霞专刊部编辑6城市快报Metro ExpressDaily350,000夏萍主编7假日100天Holiday 100Weekly100,000王斌编辑主任Website8北方网InstantN/A王磊家居频道主编9人民网天津视窗Instan

39、tN/A慕笛记者10百丽吧InstantN/A宋旸编辑Invited media list (Tianjin)NoMedia Name CNMedia Name ENFrequencyCirculationEditorTitleTV1CCTV少儿CCTV14N/AN/A王媛媛编导Print - General2北京晚报Beijing Evening NewsDaily1,000,000傅洋经济部记者3京华时报Beijing TimesDaily830,000马希生活版记者4北京青年报Beijing Youth DailyDaily400,000张奕编辑5消费日报Consumption Dail

40、yDaily100,000王洋编辑记者6参考消息-北京参考Reference News(Beijing)Daily560,000凌云编辑Print Parenting7中国少年报Chinese Teenagers NewsWeekly1,700,000常江生活方式主编8父母必读Parenting ScienceMonthly360,000李琪品牌部9父母世界ParentsMonthly323,000沙川编辑Print-Lifestyle10周末画报Modern WeeklyWeekly596,000韩子洲城市版资深编辑11Milk新潮流MilkBi-weekly300,000Mic玩具编辑12精品购物指南LifestyleWeekly600,000胡文都会编辑Invited media list (Beijing)NoMedia Name CNMedia Name ENFrequencyCirculationEditorTitleWebsite13妈妈网MN/AN/A杨等编辑14