1. KIDS' PROPERTIES AND CROSS MEDIA PLANNING Marketing by E-Partizipation

2. Agenda 2 verypracticalexamples 1 lessontheory 1 practicalexampleagain & 6 conclusions

8. Conclusions #1 The crowdislearningfromthe web! ergo #2 The creativityisbecomingborderless!

24. Conclusions #3 Givethecommunity a chancetobepartof it. #4 Letthemtelltheirownstoryswithyourcharacters #5 Fix – Guide - Earn

25. Ecoworldforkidscontent Competitors Public Technology Suppliers Customers relatives Customers mates Customers teachers Distributors Mobile Customers Technology Partners Broadcasters Artists Investors Merchandisers Games Web

26. Market approachforkidscontent Tools Content Communication Events Market levels Creators, partners Characters, logo, identification A - Messages Intranet, Alerts, Chats, Forums A - Events Distributors Content, logo, slogan A - targetgroupmessages visits, networking letters, E-Mail Broadcasters Content, brand, slogan A - targetgroupmessages Networking, letters, visits Content Public Press release Fax, E-Mail Media conference Webchannels Channel adaptedcontent Postings, Uploads Teachers How-to –use- content A - targetgroupmessages Webpage, Newsletter Summer sessions Webpage Parents, family What-to-present- content A – targetgroupmessages Homepages Skype conferences, Kids Main contentandcharacters Uploads & downloads

27. Integrated Cross Media Strategy Resources Forms Objects Goals Time frame Long term Standard messages, arguments, pictures Consistencyoriginality, commonground Content integration functional Thematicadjustmentbyconnectinglines instrumental horizontal vertical Formal integration Compliance with formal design principles Presence, conciseness, clarity Standard Signs/Logos, Slogans byfonts, size und colours Mid & longterm Coordinationwithinandbetweenplanningperiods Consistency, continuity Event Planning "timing“ Short & midterm Time integration AdaptedbyBruhn&Boenigk 1999

28. Open developmentofkidscontent Recruiting, Akquisition Creation Communitybuilding Characters, Context, Styles, Brand, etc. Blog, Intranet, Web Uploads Vids Pics Cooperation Partner, CoWorkers (Ruledescriptions) Seedmoney FFF Merchandiser etc. Supplier, Artists, Musicans, Moderators etc. Twitter, Facebook, Youtube Pics Shots Licensing, Co-Branding Recruiting, Akquisition Storytelling Game Earning, Earning, Earning ... Startingoveragain- withthe same BRAND Game Idea Script Game App Development Game Distribu-tion YouTube Series < 2‘ Broadcast Series > 5‘ iPad Comic Merchandising Boardgame, Outdoor, Cuttletoys etc.

29. Value Chain

30. The #6 and last conclusion 10 Million sales in 10 days!

31. P.S. Changingofbehaviorparadigm

32. P.S.S. A cupofcoffee - withlove...