An Integrated Media Campaign for Studios

Richard Rodriguez Integrated Communication Hawaii Pacific University November 23, 2015 Executive Summary 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 , whose credits include , 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 ) on October 10, 2010. To everyone’s surprise, even Hasbro’s, it became a huge success not only with its target audiences, but also non- traditional, 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: 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

• Age 4-9 • Teens and adults age 13-25, • Age 25-49, parents of key • Brand’s key audience especially males audience • Interest in brand toys and TV • Students and young • Make buying decisions for their series professionals daughters • Connect primarily with brand • Unexpected fans attracted to • First generation to grow up positioning (friendship, family, TV show’s humor and writing with brand as children fun); secondarily with • Account for large amount of • Hold to brand’s original T1 characters and storylines audience and purchases positioning • Follow brand on social media • Very active on social media • Concerned about T2’s interest and MyLittlePony.com • Fringe element threatens in brand 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 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 WEAKNESSES • Legacy brand – on market for over 30 years • Stigma as a girls’ brand despite mass appeal • Strong fan base – multi-generational • Must constantly develop new life cycles to stay • Strong entertainment value competitive (every 6-8 yrs) • Strong educational/prosocial values • Lauren Faust’s specter – G5 may be judged by G4 • Good relationship with fan base on social media • 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

OPPORTUNITIES THREATS • Cultivate relations w/fan base to build support, buzz • Could be a victim of its own success; G4 set a very for G5 rollout high bar • Reassure existing fans that G4 creativity, vision is still • Fringe within T2 is vocal, could threaten image on there for G5 – same characters in new setting social media with negative, NSFW content • Modular, flexible studio structure = quick • Competition from newer, similar brands (Steven deployment of new content across all media Universe/Cartoon Network, LEGO Friends, Nick, channels at low cost Disney) • Build on success of G4 w/o radically altering brand; • May be perceived as tired, old brand not reinventing the wheel • Engage all audiences w/shared values, ideas 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 half- hour 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 Insights Harmony (laughter, • T1’s and T2’s would like to see ponies and humans interacting kindness, loyalty, honesty, • A popular subject in MY LITTLE PONY fan art and fan fiction generosity, and the magic of friendship) along • Expected as the next step in franchise’s evolution with other prosocial • A desire to see EQUESTRIA GIRLS in a TV series values such as respect, • Willing to see a new “combined universe” with ponies and cultural diversity, patience humans together and stewardship. 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 Opportunities TV. Targets: T1 and T2. We believe that all three target audiences are connected to 3. Retain brand loyalty with newer Brony MY LITTLE PONY through the brand’s values of Friendship, Family fans while not alienating traditional key and Fun. Despite the diversity of the fan base and the issues audiences. Targets, T1, T2 and T3. 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 4. Protect brand integrity by proactive connect with TWO OF A KIND through the continuation of monitoring of social media platforms those values as represented by the brand’s leading characters. against negative and inappropriate content. Targets: T2. 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 half- hours 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 – 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 in- show 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 Megan walks past town hall Megan walks toward camera. VO: …Princess Celestia statue. front of town hall. entrance, looking at her phone. VO: Turn right at… Megan: Huh? VO: Proceed toward… Ponyville VO: Now passing… Ponyville Town Town Hall. Hall.

Megan sees Celestia statue in front Megan turns right and walks off VO: Proceed past… Sugarcube VO: Proceed past… Princess Twilight of her. screen. Corner. Sparkle’s Castle. Megan: Hmm. VO: Now passing… Princess Celestia statue.

Megan walks at angle toward Megan in middle of street; looks VO: Megan Williams, welcome Mane Six pop into screen; confetti camera right. up, confused. home. explodes around Pinkie Pie. VO: Now at destination. Megan looks at phone, surprised at Mane Six: SURPRISE! being addressed by name. Megan drops her phone in shock. Mane Six approach Megan, who extends her hoof in Megan smiles and tears up, extends stares at them in disbelief. friendship to welcome Megan back. her right arm toward cam.

Megan’s hand touches Twilight’s Megan kneels down, weeps as she Other ponies slowly walk toward hoof. and Twilight hug. 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. 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, (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 • Assigned social media channels may change depending on user traffic and popularity Calendar 2016 2017 • October: “The Pony I Want To Be” • January: 60-second teaser ads for TWO OF A KIND begin running on Discovery Family, campaign launched with press release YouTube, Facebook and Twitter with and events at Hasbro Studios, Discovery slogan “The Magic Continues” Family and select elementary schools nationwide; related posts on social media • February: “Directions” begins running on Discovery Family, YouTube, Facebook, Social Media Manager and Moderators Twitter hired • March: “Pony Meets Girl” ads begin running, one new ad per week, on • November: “What’s Your Cutie Mark?” YouTube, Facebook and Twitter campaign launched with events at select elementary schools nationwide; related Cast and crew appearance at Kawaii Kon posts on social media • April: Cast and crew appearance at • Cast and crew appearances at Ponyville BABScon Ciderfest to promote series • 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 $80,000 Manager 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

PUBLIC RELATIONS TOTAL EXPENSES Creative for “The $100,000 Animated series and $17,140,000 Pony I Want to Be” YouTube spots and “What’s Your Cutie Mark” Public relations $225,000 campaigns Airfare and expenses $125,000 Social media and $224,000 for conventions brand monitoring Total $225,000 Contingency $100,000 Total budget $17,689,000