An Integrated Media Campaign for Hasbro Studios

An Integrated Media
Campaign for
Hasbro Studios
Richard Rodriguez
Integrated Communication
Hawaii Pacific University
November 23, 2015
Executive Summary
MY LITTLE PONY is a brand introduced by
Hasbro in 1983 targeted at girls age 4-9. Over
the years it has established itself as a leading
brand for the company, promoted through
numerous animated TV series, home video
releases and a theatrical film.
In the late 2000s Hasbro hired animation
producer Lauren Faust, whose credits include
The Powerpuff Girls, Foster’s Home for
Imaginary Friends and Super Best Friends
Forever, to re-imagine MLP for a new
generation of fans. The result was the TV
series MY LITTLE PONY: FRIENDSHIP IS MAGIC,
which premiered in 2010 and became a
surprise runaway hit and fan culture
phenomenon. Faust’s contributions have
made FIM the most successful MLP franchise
in the brand’s history and the company’s
leading brand overall for the past six years.
The life cycle of the current MLP franchise is
nearing its end. To ensure the brand’s viability
against newer competing brands, the
company is taking the best values of FIM and
the most beloved characters from its entire
history to develop the next generation of
MLP, to be known as MY LITTLE PONY: TWO
OF A KIND.
Just as Hasbro Studios partners with creative
stewards to re-imagine, revision and re-ignite
its brands as TV and film franchises, so it has
partnered with Honolulu public relations firm
Newport Muse Hawaii to develop an
integrated campaign to introduce TWO OF A
KIND to the diverse MLP audience and
continue the brand’s commercial and critical
success.
Background
Since its introduction in 1983, MY LITTLE PONY has
become an iconic Hasbro brand for girls age 4-9 just
as Transformers and G.I. Joe are for boys in the same
age range. It has periodically been refreshed with
new lines or “generatons” to maintain its appeal. The
second generation appeared in 1998 and the third in
2003.
To develop the fourth generation, Hasbro hired
animation producer Lauren Faust to re-imagine MY
LITTLE PONY for a new generation of fans that would
include parents as well as their young daughters.
Faust grew up playing with the original line in the 80’s,
and she set out to shatter all preconceived notions of
what a cartoon aimed at young girls should be like.
She introduced deep character development and
backstories, continuing story arcs, strong educational
values, and wild slapstick comedy reminiscent of her
work on The Powerpuff Girls and Foster’s Home for
Imaginary Friends.
The result was MY LITTLE PONY: FRIENDSHIP IS MAGIC,
which premiered on The Hub cable network (now
Discovery Family) on October 10, 2010. To everyone’s
surprise, even Hasbro’s, it became a huge success
not only with its target audiences, but also nontraditional, unexpected groups such as teenage and
adult males attracted to its colorful design, comic
storylines and catchy songs. These fans, who call
themselves “bronies”, have become a cornerstone of
the MY LITTLE PONY fan base and enthusiastically
support the brand through fan art, dedicated comic
and fantasy conventions, social media groups and
campus fan clubs.
The brand’s current line has been extended with a
parallel series called MY LITTLE PONY: EQUESTRIA
GIRLS, which visions the popular pony characters
as human teenagers in an alternate universe. This
extension has proven to be popular in its own right
and has helped prolong the brand’s current life
cycle.
MY LITTLE PONY is presently Hasbro’s leading brand
in sales and popularity, and the current generation
is far and away the most successful in the brand’s
32-year history. However, as with other brands that
have been on the market for several years with
sustained commercial success, the current MY
LITTLE PONY generation nearing the end of its life
cycle.
In the past few years, new competition for the
brand’s audiences have entered the marketplace,
such as Mattel’s Monster High, Disney’s Gravity
Falls and Cartoon Network’s Steven Universe.
Lauren Faust’s work in creating the fourth
generation of MY LITTLE PONY now
defines the brand as a whole, and
what next generation will be
compared to and judged by
Faust’s trend-setting legacy.
Target Audiences
GIRLS
BRONIES
MOMS
T1
T2
T3
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Age 4-9
Brand’s key audience
Interest in brand toys and TV
series
Connect primarily with brand
positioning (friendship, family,
fun); secondarily with
characters and storylines
Follow brand on social media
and MyLittlePony.com
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Teens and adults age 13-25,
especially males
Students and young
professionals
Unexpected fans attracted to
TV show’s humor and writing
Account for large amount of
audience and purchases
Very active on social media
Fringe element threatens
brand
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Age 25-49, parents of key
audience
Make buying decisions for their
daughters
First generation to grow up
with brand as children
Hold to brand’s original T1
positioning
Concerned about T2’s interest
in brand
Situational Analysis
The Brony Factor
Unlike in previous generations, MY LITTLE PONY
currently enjoys a fan base that transcends age,
gender, income and background. In addition to
its target audience of young girls age 4-9 (T1), the
brand has unexpectedly picked up fans among
males age 13-25 (T2) though the influence of
positive social media posts of the FRIENDSHIP IS
MAGIC animated series.
Hasbro has responded by marketing MY LITTLE
PONY to T2’s through licensed products such as
apparel, comic books, collectible card games,
and even prepaid debit cards. Writers and voice
actors for the TV series interact with T2’s through
comic and fantasy conventions and have
cultivated good relations with that audience.
Social Media Issues
Many T2’s share MY LITTLE PONY’s values of
friendship, family and fun. However, a small fringe
segment of T2 threatens brand integrity. Our
research of brand-related posts on Hasbro’s
official YouTube and Facebook pages revealed
abusive and explicit messages from users
identifying as “bronies” against Hasbro and other
fans. Fan fiction and art on sites such as
DeviantArt, Tumblr and FanFiction.com feature
the ponies in very adult situations.
Situational Analysis
Inconsistent Brand Monitoring
Hasbro diligently monitors YouTube, Tumblr and
other social media networks for leaked animation
assets or unauthorized use of brand material, but
it has little or no moderation of its own social
media channels concerning negative or
inappropriate posts. Filtering or previewing of
submitted posts is nonexistent.
Keeping True to Key Audience
MY LITTLE PONY is targeted primarily at T1’s and is
Hasbro’s leading girls brand. T1-specific products
such as the EQUESTRIA GIRLS film series and
related toys, as well as the FRIENDSHIP IS MAGIC
toy line, have retained loyalty with that key
audience. Young girls who played with MY LITTLE
PONY in the 1980’s and 90’s are now T3’s and
share the brand’s original vision with their T1
daughters, making the brand multi-generational.
Balancing the Audiences
T2’s have been an unexpected yet welcome
addition to the brand’s popularity, but their
existence, particularly the T2 fringe, raises
concerns among some T3’s for the safety of their
T1 daughters. T1’s and T3’s see MY LITTLE PONY as
a traditional T1 brand, while T2’s vision it as an
entertainment brand with a bit of an edge like
Spongebob Squarepants or even Family Guy.
SWOT Analysis
STRENGTHS
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Legacy brand – on market for over 30 years
Strong fan base – multi-generational
Strong entertainment value
Strong educational/prosocial values
Good relationship with fan base on social media
WEAKNESSES
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OPPORTUNITIES
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Cultivate relations w/fan base to build support, buzz
for G5 rollout
Reassure existing fans that G4 creativity, vision is still
there for G5 – same characters in new setting
Modular, flexible studio structure = quick
deployment of new content across all media
channels at low cost
Build on success of G4 w/o radically altering brand;
not reinventing the wheel
Engage all audiences w/shared values, ideas
Stigma as a girls’ brand despite mass appeal
Must constantly develop new life cycles to stay
competitive (every 6-8 yrs)
Lauren Faust’s specter – G5 may be judged by G4
Wildly divergent fan base; T2 is large part, many T2’s
reject Hasbro’s family-friendly vision outright
Large amount of existing fan art by T2 is NSFW
THREATS
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Could be a victim of its own success; G4 set a very
high bar
Fringe within T2 is vocal, could threaten image on
social media with negative, NSFW content
Competition from newer, similar brands (Steven
Universe/Cartoon Network, LEGO Friends, Nick,
Disney)
May be perceived as tired, old brand
The Next Generation
The brand’s fifth and next
generation is MY LITTLE
PONY: TWO OF A KIND,
drawing upon the most
popular qualities of
FRIENDSHIP IS MAGIC and
EQUESTRIA GIRLS and
bringing them together in
a new combined setting.
The centerpiece of TWO
OF A KIND is a new halfhour animated series
depicting the primary
pony characters, known
as the Mane Six, and their
human counterparts in
“slice of life” situations
around Ponyville and the
nearby Canterlot High
School.
The new series continues
the positive character
values represented in the
familiar Elements of
Harmony (laughter,
kindness, loyalty, honesty,
generosity, and the
magic of friendship) along
with other prosocial
values such as respect,
cultural diversity, patience
and stewardship.
Insights
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T1’s and T2’s would like to see ponies and humans interacting
A popular subject in MY LITTLE PONY fan art and fan fiction
Expected as the next step in franchise’s evolution
A desire to see EQUESTRIA GIRLS in a TV series
Willing to see a new “combined universe” with ponies and
humans together
Objectives
1. Establish MY LITTLE PONY: TWO OF A KIND
as the next generation of the brand and
a continuation of G4. Targets: T1, T2 and
T3.
2. Build a bridge between the end of G4 life
cycle and the launch of G5 through
teasers and trailers on social media and
TV. Targets: T1 and T2.
3. Retain brand loyalty with newer Brony
fans while not alienating traditional key
audiences. Targets, T1, T2 and T3.
4. Protect brand integrity by proactive
monitoring of social media platforms
against negative and inappropriate
content. Targets: T2.
Opportunities
We believe that all three target audiences are connected to
MY LITTLE PONY through the brand’s values of Friendship, Family
and Fun. Despite the diversity of the fan base and the issues
that stem from it, it is united in the love for the brand and the
positive values it stands for. We believe the audiences will
connect with TWO OF A KIND through the continuation of
those values as represented by the brand’s leading characters.
Proposition
We will establish TWO OF A KIND as the next generation of the
MY LITTLE PONY brand by continuing the current generation’s
popular characters in a new yet familiar setting. Through an
integrated campaign targeting television, social media, public
relations and fan engagement, we will
Reason to Believe
Once the target audiences are made aware of TWO OF A
KIND’s premise and characters, they will be reassured that it will
not be a rejection of the entertainment value Lauren Faust
contributed to FRIENDSHIP IS MAGIC. They will be convinced
that TWO OF A KIND is a natural continuation of the current
brand and will support the new series and its related
merchandise.
Television
The New Series T1 T2 T3
As the centerpiece of the next generation,
MY LITTLE PONY: TWO OF A KIND is a new
weekly animated series consisting of 26 halfhours with two 10-minute episodes each (52
episodes altogether).
Producers
The series will be co-produced by the
following three studios:
• Hasbro Studios, Los Angeles: Production
supervision, scripts, editing, guest voice
talent
• DHX Media, Vancouver: Character design
and assets, storyboards, key animation,
voice talent, music composition
• Top Draw Animation, Manila: Animation
production, backgrounds, visual effects
DHX and Top Draw have worked on MY LITTLE
PONY since 2010 and have a proven record
of high-quality limited animation produced
on time and on budget.
Television
Segments
The series will consist of three segments
centered on the following sets of characters:
Two of a Kind Adventures: Slice-of-life stories
with a Mane Six pony and her human
counterpart - weekly
Cutie Mark Crusaders: Apple Bloom, Sweetie
Belle and Scootaloo help other young ponies
earn or understand their cutie marks –
alternating weeks
The Rainbooms: Friendship adventures with
the RAINBOW ROCKS band, including original
songs by composer Daniel Ingram –
alternating weeks
Episodes
Descriptions of planned series episodes:
Father Filly Day: Princess Twilight declares a
holiday for daughters to honor their fathers
Big Hero Mac: A surprise birthday party for Big
Mac becomes a hilarious disaster
The Pink-Off: Pinkie Pie and Principal Celestia
settle a disputed catering bill with a cupcake
duel
Social Media
#MLPForever T1 T2
Unifying hashtag for posts and updates
across all social media platforms; based on
“forever” exclamation used by T1’s and inshow characters
Apps T1
MY LITTLE PONY Generations: A mobile app
on the brand’s history
• Style galleries of how each of the current
Mane Six ponies have evolved over the
years
• Users can create their own G5 pony and
have it rendered in design of previous
generations
YouTube Spots T1 T2 T3
Megan Williams: The lead human character
from G1 is re-introduced in teaser spots
leading up to the series premiere
Pony Meets Girl: A pony and her human
counterpart meet each other for the first time
on the Canterlot High campus
“Directions”
Megan walks into frame from left, in
front of town hall.
VO: Proceed toward… Ponyville
Town Hall.
Megan walks past town hall
entrance, looking at her phone.
VO: Now passing… Ponyville Town
Hall.
Megan sees Celestia statue in front
of her.
Megan: Hmm.
Megan turns right and walks off
screen.
VO: Now passing… Princess Celestia
statue.
Megan walks at angle toward
camera right.
VO: Now at destination.
Megan in middle of street; looks
up, confused.
Megan walks toward camera.
VO: Turn right at…
VO: Proceed past… Sugarcube
Corner.
VO: Megan Williams, welcome
home.
Megan looks at phone, surprised at
being addressed by name.
VO: …Princess Celestia statue.
Megan: Huh?
VO: Proceed past… Princess Twilight
Sparkle’s Castle.
Mane Six pop into screen; confetti
explodes around Pinkie Pie.
Mane Six: SURPRISE!
Megan drops her phone in shock.
Megan’s hand touches Twilight’s
hoof.
Mane Six approach Megan, who
stares at them in disbelief.
Twilight Sparkle extends her hoof in
friendship to welcome Megan back.
Megan kneels down, weeps as she
and Twilight hug.
Other ponies slowly walk toward
Megan and Twilight, smiling.
Twilight (hushed voice): We missed
you so much, Megan.
“Directions” is a 60-second
spot to use on social
media and television to
spark interest, increase
brand awareness and
build curiosity among T1’s
and T2’s. It will also spark
interest with T3’s on
Megan’s return to the MY
LITTLE PONY franchise.
Megan smiles and tears up, extends
her right arm toward cam.
Public Relations
News stories on the Brony phenomenon and
young males being bullied for being Bronies
add to the issues of bullying and self-esteem
among young children. Hasbro will tackle
these issues in two outreach campaigns
featuring MY LITTLE PONY’s Cutie Mark
Crusaders—Apple Bloom, Sweetie Belle and
Scootaloo.
The Pony I Want to Be T1 T2
In partnership with the PACER Center’s
National Bullying Prevention Month, Hasbro
will launch an anti-bullying campaign in
October 2016 starring Diamond Tiara, a
former bully who changed through the
Crusaders’ friendship. The campaign is based
on the critically acclaimed FRIENDSHIP IS
MAGIC episode “Crusaders of the Lost Mark”.
What’s Your Cutie Mark?
T1 T3
Creative family activities with the Cutie Mark
Crusaders to help children discover their own
“cutie mark”—their special talents and
abilities.
• Downloadable game apps and PDF
activity sheets at MyLittlePony.com
• Free printed activity sheets at select Toys R
Us, Walmart and Target locations
Public Relations
Fan Engagement T2
Appearances by producers, writers and voice actors at leading
comic conventions in North America to retain T2 brand loyalty
and awareness. Preference is given to MY LITTLE PONY-related
conventions to target committed T2’s, generally lower admission
prices, and greater access by extension to T1’s and T3’s.
This is a list of key conventions where TWO OF A KIND cast and
crew may appear for autograph sessions, discussion panels and
meet-and-greets. Conferences marked with an asterisk (*) have
priority preference due to their location and influence.
2016 Events
Super Speedy Cider Con, Knoxville (October)
Ponyville Ciderfest, Milwaukee (November)
2017 Events
Pacific Pony Con, San Diego (January)
*Kawaii Kon, Honolulu (March): Interfacing with visiting T2’s from
Australia, New Zealand, and East Asia
*BABScon, Bay Area (April)
Big Apple Bronycon, New York (June)
*Everfree Northwest, Seattle (July)
*Bronycon, Baltimore (August): Premiere MY LITTLE PONY fan
convention
BronyCAN, Vancouver (August): Interfacing with T2’s from
Western Canada as well as US Pacific Northwest
*Equestria LA, Los Angeles (September)
Brand Monitoring
Priority monitoring will be given to Hasbro’s
YouTube and Facebook channels based on
user traffic and prevalence of issues with
inappropriate content.
YouTube
• All user comments to be reviewed by
admins before publicly posted to page
• Screen comments for inappropriate words
and variations using YouTube settings
Facebook
• Require Facebook members to join group
in order to post and reply to comments
Moderators
• One full-time Social Media Manager for MY
LITTLE PONY brands
• Up to four full-time moderators/admins,
one each for YouTube, Facebook,
Instagram and Twitter
• Assigned social media channels may
change depending on user traffic and
popularity
Calendar
2016
2017
• October: “The Pony I Want To Be”
campaign launched with press release
and events at Hasbro Studios, Discovery
Family and select elementary schools
nationwide; related posts on social media
• January: 60-second teaser ads for TWO OF
A KIND begin running on Discovery Family,
YouTube, Facebook and Twitter with
slogan “The Magic Continues”
Social Media Manager and Moderators
hired
• November: “What’s Your Cutie Mark?”
campaign launched with events at select
elementary schools nationwide; related
posts on social media
• Cast and crew appearances at Ponyville
Ciderfest to promote series
• February: “Directions” begins running on
Discovery Family, YouTube, Facebook,
Twitter
• March: “Pony Meets Girl” ads begin
running, one new ad per week, on
YouTube, Facebook and Twitter
Cast and crew appearance at Kawaii Kon
• April: Cast and crew appearance at
BABScon
• May 13: TWO OF A KIND series premiere on
Discovery Family in USA, Treehouse TV in
Canada, BBC One in UK, ABC TV in
Australia and TVNZ Kidzone in New
Zealand
• May 20-June 3: Premiere of TWO OF A
KIND in other languages in Europe, Asia,
Africa, Central and South America over
two weeks
• August: Cast and crew appearances at
Bronycon
Budget
ANIMATED SERIES AND YOUTUBE SPOTS
SOCIAL MEDIA, BRAND MONITORING
22-minute episode
$650,000
Social Media
Manager
$80,000
x26 episodes
$16,900,000
Moderator
$40,000
60-second spot
$30,000
x4 Moderators
$160,000
x8 spots
$240,000
Total
$224,000
Total
$17,140,000
TOTAL EXPENSES
PUBLIC RELATIONS
Creative for “The
Pony I Want to Be”
and “What’s Your
Cutie Mark”
campaigns
$100,000
Animated series and
YouTube spots
$17,140,000
Public relations
$225,000
Airfare and expenses
for conventions
$125,000
Social media and
brand monitoring
$224,000
Total
$225,000
Contingency
$100,000
Total budget
$17,689,000