Monster Success!! •
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Hatched from an egg in 1998 • The only word he can say is ‘Domo’ Becomes spokes-‐character for Japan’s public television broadcaster, NHK • Over 400 commercials across 7 years 1999 – 2004 Domo sneaks out of Japan • Websites & Bloggers pick-‐up on Domo’s universal appeal as a blank canvas • NHK agrees to allow Domo to be licensed outside of Japan
• 2005 -‐2010 -‐ Viral Superstar • Millions of on-‐line images, blogs, fan sites and more • Over 350,000 Facebook fans (up over 270% from YAGO) • Domo Virtual Goods reach over 90 million registered users • New Planet Domo Facebook game -‐ #3 Fastest Growing Game w/e June Fashion and CollecKble SensaKon • Young Adult, Urban, Emo and more.. • Male and Female
What makes Domo Special? Domo proves to be highly customizable -‐ fans consume the character in tradiKonal and non-‐tradiKonal ways Domo is defined by personal engagement: Over 1/3 of Domo fans share cooking recipes, photo-‐art and custom crea^ons.
Domo’s global audience is clamoring for new products: Markets such as the UK and Brazil who see li]le merchandise available default to interna^onal online vendors to purchase Domo apparel.
Domo over-‐indexes in Facebook and Twi]er engagement (messages per author) compared to other characters.
Domo is popular with Gamers: Fans from top gaming sites such as Miniclip.com and Kongregate.com represent themselves through Domo avatars and profile pictures.
Students are our biggest fans Â
But we have fans of all ages • from Tween to Adult • • • • • • •
Future Scene Queens (F 13-‐16) Anime Lovers (F 15-‐18) Artsy Guys (M 18-‐25) Gamers (M 18-‐24) Hipster Chicks (F 18-‐24) Crahy Ladies (F 30-‐40) Tweens (M/F 10-‐13)
• From Drih Racing to Hip Hop • Fashionistas to Soccer Moms • Core 13-‐24 • Secondary 24-‐35 / 8-‐13
Who are our fans in Latin America
Mindset
Buzz Passio ns
Anime Enthusiasts
Teens
Gamers
Photography Enthusiasts
They like manga and anime associated with the Japanese culture. They know the characters deeply and usually introduce them into their friendship circles through impor^ng or transla^ng material from the internet. Discussions about the latest episodes/issues, and sharing links/files on the internet.
Boys and Girls linked to pop culture, strongly influenced in their dressing style by their idols. They like clothes and accessories to show themselves off or to make them part of a group. Talk to friends about TV, movies, shopping, school ac^vi^es and generali^es.
They like to share ^ps about games, share informa^on about new games and play games online. Role Playing Game (RPG) gamers are commom in this group. Mainly boys aged between 18 – 24 years old.* Tips about games, reviews and consoles.
Professional or amateur photographers with some interest in the Japanese culture, pop culture, and style, usually 25-‐44 years old from both genders.* New pictures, info about cameras, accessories and ^ps on photography.
*Demographics are based on Alexa’s data from top sources.
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Our Fans in Europe
•
UK Messages, n=100, Audiences are qualita^vely assessed.
Our Fans are inspired to  To Create
Have Fun
Share
and personalize‌ a one of a kind look Â
Domo fans get involved On-‐line Observa^ons by Nielsen / McKinsey May 2011 • Domo garners more Personal Engagement on-‐line than Hello Ki]y, Spongebob, Mario, Paul Frank or Snoopy. Engagement Generated for Domo vs. CompeKtors
Flexibility, not specificity, is ohen a key to successful character icons and Domo has it.
• Domo fans love discussing and showing off products.
– Over 50% of on-‐line discussion centers around products or pictures/video of products. – 15% of discussion is around General Affinity Nielsen / McKinsey NMincite Survey May 2010 – 12% is on Custom Crea^ons
Gaming Enthusiasts
21%
Car Enthusiasts
21%
Photography Enthusiasts
11%
Arts/Crafts Entusiasts Fashion & Style Enthusiasts Retail Enthusiasts
12% 4% 3%
Preganancy & Parenting
2%
Teenagers
2%
Products
Topics of Discussion
Domo
Audiences
How do Consumers talk about Domo? Â
31%
Photo-Video Sharing
34%
General Affinity
15%
Custom Creations
12%
Questions
8%
Video Game
7%
Character Traits Retail Promotions (7-11, Target) Avatar
6% 5% 3%
Using Character In a Story
2%
Competitor Mention
2%
DomoAnimate
2%
0%
10%
Photo Art 9% Custom Creation Product as 23% Character/ Accessory 56% Product Alone 12%
20%
30%
40%
*Nielsen / McKinsey NMincite Survey May 2010
Facebook is our #1 Fan Portal! • BTE Manages ‘Official’ Facebook Page – Over 305,000 fans (up 270% from YAGO) – Only 4% of fan pages have even 10k – $1.1 million direct media value* • Total Fan Pages total over 1 million!
• Most Common Ques^on – “Where do I find/buy” Facebook is 54% Female
* Vitrue Social Media Study 2010
10%
25%
24%
Our other ‘official’ sites • Twi]er-‐@Domo – Run by a professional actor/comedian – More buzz than Snoopy and Paul Frank Twi]er sites combined!*
• Youtube/Domona^on – User generated videos account for almost half of the top viewed Domo videos
• DomoNa^on.com – Winner 2010 Silver W3 Award in Social Networking Category – Over 3000 Entrants
*Nielsen / McKinsey NMincite Survey May 2010
Planet Domo! • Facebook Game by top Social Game Developer • Join Domo in the quest for a giant strawberry cheesecake. – Players will help Domo travel around the world to popular ci^es and countries, such as New York, San Francisco, Australia and Hawaii – Find clues, collect items, rewards and prizes that lead to the mysterious cheesecake.
• Highly interac^ve with stunning graphics, collec^ble postcards, team elements and fosters • #3 Top Gainer on FB w/e June 3, 2011
Millions of embedded impressions Meez, Zwinky, Smeet and more‌ Â
Smeet in main markets around the world Â
Domo iPhone Game New iPhone game to be launched in LaKn America-‐ June 2011
Great Track Record in the US 2007 Launch at
2008 Halloween
License Global Promo of the Year for 2009
2010 QSR at
Phenomenal retail support • Sales up 95% in 2010 vs 2009 • On track to double again in 2011 • From Specialty to Mass • Thriving in Specialty for over 3 years • Hot Topic DTR Program Summer 2011 • Spencer Window Promo^on Fall 2011 • New Distribu^on in Forever 21, Torrid, and dELiA*s • Mid-‐Tier and select Mass
entries have been strong:
• Walmart YM’s Tee and Hats • Target expanding to Juniors • Kohl’s #2 Tee through Fihh Sun
Hundreds of Products Â
Dark Horse Qees
Mimoco Mimobot
Nanco Amusement Plush
Virtual Greats WeeWorld
Bakery Crafts License 2 Play
Hundreds of Products Â
Abrams Calendar Aquarius Playing Cards ‘featuring the art of superfan Chris Gritti Gramify Voice Greetings
Bell Sports
Hori Video Game Accessories
Hot Properties Novelties
Domo Sells Best When
Humor and Parody Pop-‐Culture Movies TV Celeb Everyday Life
CollecKble Special Limited Mul^ple Purchases Search Viral
Design Unique Impulse Crea^ve Flexible On-‐Trend
International Retail Promotions Spizzico Pizza-‐ Italy (Part of Autogrill Group) June’09
Sanborns- Mexico Â
Key Partners in Mexico • Launched as an exclusive DTR with specialty retailers Sanborns ( over 200 stores) -‐Expanded in other retailers : Office Max, Liverpool, Sears, Wal-‐Mart, mall kiosks • Over 70 products from different categories including: • Plush, gree^ng cards: Exploworld • Sta^onery/ Novelty: Bico/ Best Trading / Musul/ Granmark • Chocolates: Sanborns • Chewing gum : Barcel/ Bimbo Group • Balloons: Anagram • Bags: Grupo Ruz • Other categories included in the Sanborns DTR: Digital cameras, cell phone accessories, photo albums, T-‐shirts, headwear, etc.
Domo in Brazil We are partnering with celebrity Eliana. She is the hostess of the second most watched TV show of the SBT network. • Her show reaches 35.4 million households • 74 million viewers of all ages per month • Her portal has over 1 million page views/month. We are developing concept integra^on on her show as well as on her portal.
Domo in selected European markets • Spain • United Labels: strategic partners for plush, • gih, slippers, pajamas, beach towels, and novelty • TV Catalunya • France • Apparel and accessories, : Corner • Underwear: Cosmicworld • Bedding: Belltex • Sta^onary: Papeteries Sill • Italy • Giocchi Preziosi, Admiranda, Zero Company, Autogrill • Germany • Domo is star^ng in Germany…new deals to be announced!
2011 Marketing and Beyond • ‘Game-‐ifica^on of Life’-‐ What does it mean?
• • • •
• Make our marke8ng into a game • Get people to interact in new exci8ng ways • Build the brand through buzz • Drive viral and word-‐of Mouth Marke8ng • Give users the tools to create the experience • Feed the fans Planet Domo Virtual Greats Expansion Domo Movie Madness – Personalized Experience Domo Know’s All Social Game
S^ckybits
Twi]er
Drive Store Traffic 4Square/ FB Places
Youtube
Domona^on
Get Some Domo in Your Business!!
Alejandra Denda Hampton 646-‐387-‐4532 ale@bigtent.tv