110210 LHF 2012 CAMPAIGN PRESENTATION

Slide 1: Background thinking
In 2011 we asked the boys if they were up to the task of being a hero and set them a series of challenges to test their willingness and preparedness. 

Having proven themselves, the boys are now ready to take the next step.

In 2012 we will tell them, and allow them to live out the promise...

You are the hero!

•Great. This is the year where the factory really comes to life.

Slide 2: How do boys become heroes in 2012?
By taking part in a worldwide game known as the Catch 'Em & Cuff 'Em Villain Hunt.

Boys will track down and 'catch' villains from the 2012 range, as well as many other villains specially created for the campaign. Boys score points when they catch a villain. These points are tallied and displayed on individual, team and regional leaderboards.

Every channel of the campaign will play a part in this global game:

- Main Hero Factory game and HeroFactory.com
- Smartphone App
- LEGOLAND Park
- ClubMag and other LEGO print offerings
- LEGO Stores (including Master Builder Bars) and retail partners
- Social media
- External websites and banner advertising
- Special Events (LEGO and partners)

And points can be scored in most, if not all, of these campaign channels, requiring back-end consolidation of points to be totalled and displayed on the leaderboards.

•Great. There should be no image of a villain shown during the campaign without an ability to "catch" the image and get points.

Slide 3: C&C Villain Hunt HQ - HeroFactory.com
Rather than promote the Flash-based game as the main feature of HeroFactory.com, the game becomes the website in 2012.

Existing content is repurposed to feature as elements of the game. Navigation will be more intuitive as access to content will be based on where it resides and its function in the Factory.

In effect, those visiting the website will actually find themselves inside the Factory. 

•Great. The Realtime IP will become a reality

Slide 4: C&C Villain Hunt HQ - HeroFactory.com
When you enter herofactory.com for the first time in 2012 you are immediately taken to the lobby of Hero Factory where you will be prompted to enter your LEGO ID. 
 
Inside the lobby you will:
- visit the gift shop (products - displayed accordingly);
- see a news ticker displaying emergency calls and stats;
- watch mission videos on the big screen (TVCs and promos);
- check out the Factory directory (blueprints and artwork);
- hear HF-FM broadcasting from the lobby;
- take training exercises (play existing mini games);
- view the Wanted Villains chart (and their icons); and then
- embark on the Catch ‘Em & Cuff ‘Em Villain Hunt!

•Great.
 
Slide 5: C&C Villain Hunt HQ - HeroFactory.com
You choose to enter the Catch ’Em and Cuff ’Em' Villain Hunt.
 
You have logged in with your LEGO ID and you see the Hero Creator. If you choose to use a pre-existing hero, you are taken to your hero quarters.  (On subsequent visits to the website you automatically end up at your hero quarters.)

•Great.
 
HeroFactory.com becomes YOUR HeroFactory.com
 
From your hero quarters you access all the content you have seen in the lobby, but also view your rewards, personalise your hero and hero quarters, receive updates on the C&C Villain Hunt and keep tabs on individual, team and regional leaders playing the C&C Villain Hunt.

Your personal quarters link up to and promote the other elements that allow you to accrue points in the C&C Villain Hunt, such as the App, LEGOLAND Park experience, LEGO BR stores and major retail partners, ClubMag etc.

•Great. Maybe the more villains points you get you are able to upgrade your quarters. Get a view over Makuhero City, cool furniture and AV equipment, your own icon and so on.

Slide 6: C&C Villain Hunt Web Game
As suggested in comments to the brief, the Web Game should primarily be missions to Catch and Cuff villains roaming around different worlds.

There should be hundreds of villains available to catch and should be accessible as players progress through the game levels.

Villains as products present greater challenges for players and should be unlocked through product purchases or released periodically throughout the year.

Accordingly, catching product (boss) villains and passing points targets allows players to unlock new sections of Hero Factory. In these sections, they can explore and acquire items (weapons, gadgets, vehicles, armour) to assist them in higher levels of the game or against product villains.

•Great.

Slide 7: C&C Villain Hunt App
A major new feature of the Hero Factory smartphone app, the C&C Villain Hunt App is inspired by the iButterfly App from Japan...

[iButterfly video]

Like the iButterfly App, the C&C Villain Hunt App will use augmented reality, motion sensor, GPS and location based services to allow kids to catch villains. Points accrued will be added to their overall total and be reflected on the leaderboards.

[Frames illustrating:
- Villain sighting alert
- Villain on screen
- Kid throwing cuffs to catch villain
- Villain caught. Points accrued]

Similar to the Web Game, product villains will be harder to find and therefore be more valuable.

•Great.

Slide 8: LEGOLAND Park Interactive Experience
Closely related to the technology and experience of the C&C Villain Hunt App, the LEGOLAND Park Interactive Experience will be a self-contained villain hunt that also incorporates information gathering, problem solving and building challenges.

[Show examples including LU experience and Kim Possible Disneyland experience]

•Great.

Slide 9: ClubMag and Printed Material
Ads promoting the C&C Villain Hunt will contain villain icons (with a code printed below) for immediate 'catching' via the C&C Villain Hunt App. Or kids can copy down the code, log into the website and click on the villain icon listed on the website. Clicking on the icon generates a pop up window where you type in the code found below the icon. This generates points for your hero in the game. One lucky kid will win the product that corresponds with the villain icon. As such, villain icons in printed material should correspond with villain products. 

Slide 10: Stores: Design & Upload
Boys will be set the challenge of designing their own villains and even the heroes that might be built and sent out to catch a certain type of villain.

They can bring these into LEGO Stores and have their photo taken with their villain. Their photo will be uploaded to the website where they can insert predefined Hero Factory images in the background of their photo. They can then print out their photo.

Generates customer traffic throughout the year and means uploading, moderation and permissions issues can be handled in-store.

•Great.

Slide 11: Stores: Find & Win
Throughout the year we release unique villain products (potentially larger and created specially for store appearances) in stores around the world. The villain product (along with his villain icon) sits in the store for the entire week and kids can come in to 'catch' the villain using the App, copy down the villain icon code for uploading and complete Hero Recon Team puzzles, activities and questions in order to win the unique villain product.

The first kid to 'catch' the villain, gets the unique building piece.
[This is the section where we talk about the ARG element of the campaign if, of course, the idea I sent through is acceptable.]

Coordinate with Master Builder Bar events, where participants create new versions of the heroes and villains.

•Great.

Slide 12: Stores: Point Of Sale
In-store material can contain villain icons (with printed codes) for immediate 'catching' via the C&C Villain Hunt App or copying down and entering via the website.

Material containing icons include:

- Individual Wanted Posters
- Wall Charts of Wanted Villains
- Aisle hangers

Other Point of Sale material:

- Full window decals of villains breaking out
- Villain floor trails leading out of LEGO stores and toy sections of retail partners
- [More to discuss]

•Great.

Slide 13: External: Banner ads
[To discuss further]

Slide 14: External: Facebook
We need a presence on here. The LEGO page has close to one million fans and not a single Wall update since 2008. But let's do something special. Something from the villain's perspective?]

Slide 15:  Geo tagging. How can we make it local and global at the same time (From Google earth to the school yard)

Slide 16: Visually we will be able to conquer new ground in 2012 with villains and heroes on mission on planet earth both in the kids' backyard and in famous locations around the glope and in unknown galaxies.

•In general the simplicity of the catch'm and cuff''m idea where every villain counts as points mixed with the epic realtime drama of all these villains being on the loose gives 2012 a unique possibility to do never before seen campaign materials and activate the boys through the whole year. Nurtured by different climaxes and prices during the year for the best scores this campaign should feel like a product/game experience on its own where the value of each of the elements adds up to a higher evolvement.

I think the above mentioned points together with the ARG suggestions forms a good foundation for where we are going in 2012 and look forward to taking the visual and executional expression to a new level. I think the realtime feel and realism can really kick in in 2012.