Once upon a time there were… A Red Bull and a Monkey King.
Two weeks ago, we analyzed the business model of Red Bull. What we found out about their marketing strategy is that they mainly use events to promote their consumer product. Their aim is to organize events that are worthy over coverage in the media. As our project is also based on a consumer product, this was an important source of inspiration for us. The narrative of Monkey King can be used in many ways to organize events in the real world. We plan on organizing flash mobs in parks and other crowded public spaces in big cities around the world. Here you can think of Central Park in New York, Vondelpark in Amsterdam, under the Eiffel Tower in Paris, or in front of the Opera House in Sydney.
As we will use these events to raise awareness for the launch of our media extensions, we do not have a fan base yet that we can rely on. Therefore, we will use partnerships with famous yoga clothing brand Lululemon and martial arts associations to call people to action. We will ask the yoga and martial arts practitioners to make an attempt to break the world record of ‘most people practicing yoga at the same time’, while wearing a mask with the Monkey King logo.
The platforms that we will be using for the distribution of our transmedia extensions are television (for our animated series) and the Internet (for a MMORPG and online magazine).
Our release strategy will be based on the second strategy as mentioned in lecture 5. This entails that our first step will be to attract a large casual audience by hosting events such as yoga/martial arts/tai chi flash mobs in public spaces. To follow up on this we try to convert the casual audience that has been made aware of our brand into fans, engaging with them using several social networks, such as Facebook and Twitter. That way Monkey King will become a part of their daily life. Thirdly we will use the hardcore fan base to spread the word and develop the narrative world experience, for example through inviting their friends to join the Monkey King Adventure game through Facebook. The fourth step is to sell paid content, like merchandise and DVD boxes of the anime series, but most importantly, the bracelets which are a symbol of the Monkey King lifestyle.
– An exact timeline of the releases is under construction. –
The finance and funding strategies of our project are firstly to attract third parties, such as brands with the same ‘East meets West’ image as we are trying to establish. Potential partners are bath product brand Rituals, Buddha Bar, the magazines Happinez and Yoga Journal, and Lululemon yoga clothing. Furthermore, audience-paid content will be a funding strategy. Here you can think of the bracelets, but also merchandise. Furthermore, we will use the Freemium strategy. Fans can subscribe on the website for a premium membership. There will be different types of memberships: one will include sneak previews of anime episodes and deleted scenes, a second one will include extra options in the MMORPG (such as extra skills, objects and quests), and a third will include access to the online magazine archive (others can only read the current issue). Of course these premium memberships can also be combined into one “super fan” membership.
Group 1: Selma, Mathilde, Karim and Jamilla