Richard Rodriguez

Integrated Communication

Hawaii Pacific University

November 23, 2015

An Integrated Media

Campaign for

Hasbro Studios

MY LITTLE PONY 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 Lauren Faust, whose credits include The Powerpuff Girls, 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.

Executive Summary

BackgroundSince 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 Discovery Family) 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: EQUESTRIA 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 GravityFalls and Cartoon Network’s Steven Universe.

Lauren Faust’s work in creating the fourth generation of MY LITTLE PONY nowdefines the brand as a whole, andwhat next generation will becompared to and judged byFaust’s trend-setting legacy.

GIRLS BRONIES MOMS

T1 T2 T3

• Age 4-9

• Brand’s key audience

• Interest in brand toys and TV

series

• Connect primarily with brand

positioning (friendship, family,

fun); secondarily with

characters and storylines

• Follow brand on social media

and MyLittlePony.com

• Teens and adults age 13-25,

especially males

• Students and young

professionals

• Unexpected fans attracted to

TV show’s humor and writing

• Account for large amount of

audience and purchases

• Very active on social media

• Fringe element threatens

brand

• Age 25-49, parents of key

audience

• Make buying decisions for their

daughters

• First generation to grow up

with brand as children

• Hold to brand’s original T1

positioning

• Concerned about T2’s interest

in brand

Target Audiences

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 Facebook 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.

Situational Analysis

STRENGTHS WEAKNESSES

• Legacy brand – on market for over 30 years

• Strong fan base – multi-generational

• Strong entertainment value

• Strong educational/prosocial values

• Good relationship with fan base on social media

• Stigma as a girls’ brand despite mass appeal

• Must constantly develop new life cycles to stay

competitive (every 6-8 yrs)

• Lauren Faust’s specter – G5 may be judged by G4

• 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

for G5 rollout

• Reassure existing fans that G4 creativity, vision is still

there for G5 – same characters in new setting

• Modular, flexible studio structure = quick

deployment of new content across all media

channels at low cost

• Build on success of G4 w/o radically altering brand;

not reinventing the wheel

• Engage all audiences w/shared values, ideas

• Could be a victim of its own success; G4 set a very

high bar

• Fringe within T2 is vocal, could threaten image on

social media with negative, NSFW content

• Competition from newer, similar brands (Steven

Universe/Cartoon Network, LEGO Friends, Nick,

Disney)

• May be perceived as tired, old brand

SWOT Analysis

The Next GenerationThe 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 Harmony (laughter, kindness, loyalty, honesty, generosity, and the magic of friendship) along with other prosocial values such as respect, cultural diversity, patience and stewardship.

Insights• T1’s and T2’s would like to see ponies and humans interacting• A popular subject in MY LITTLE PONY fan art and fan fiction • Expected as the next step in franchise’s evolution• A desire to see EQUESTRIA GIRLS in a TV series• Willing to see a new “combined universe” with ponies and

humans together

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 TV. Targets: T1 and T2.

3. Retain brand loyalty with newer Bronyfans while not alienating traditional key audiences. Targets, T1, T2 and T3.

4. Protect brand integrity by proactive monitoring of social media platforms against negative and inappropriate content. Targets: T2.

Objectives

OpportunitiesWe believe that all three target audiences are connected to MY LITTLE PONY through the brand’s values of Friendship, Family and Fun. Despite the diversity of the fan base and the issues 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 connect with TWO OF A KIND through the continuation of those values as represented by the brand’s leading characters.

PropositionWe 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 BelieveOnce 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.

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).

ProducersThe 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

SegmentsThe 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 Daniel Ingram –alternating weeks

Television

EpisodesDescriptions 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 Celestiasettle a disputed catering bill with a cupcake duel

#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

Social Media

“Directions”

VO: Proceed past… Sugarcube

Corner.

Megan walks at angle toward

camera right.

VO: Now at destination.

Megan in middle of street; looks

up, confused.VO: Megan Williams, welcome

home.

Megan looks at phone, surprised at

being addressed by name.

Mane Six pop into screen; confetti

explodes around Pinkie Pie.

Mane Six: SURPRISE!

VO: Proceed past… Princess Twilight

Sparkle’s Castle.

Megan turns right and walks off

screen.

VO: Now passing… Princess Celestia

statue.

Megan sees Celestia statue in front

of her.

Megan: Hmm.

Megan walks past town hall

entrance, looking at her phone.

VO: Now passing… Ponyville Town

Hall.

Megan walks toward camera.

VO: Turn right at…VO: …Princess Celestia statue.

Megan: Huh?

Megan walks into frame from left, in

front of town hall.

VO: Proceed toward… Ponyville

Town Hall.

Other ponies slowly walk toward

Megan and Twilight, smiling.

Twilight (hushed voice): We missed

you so much, Megan.

Megan kneels down, weeps as she

and Twilight hug.

Megan’s hand touches Twilight’s

hoof.

Megan smiles and tears up, extends

her right arm toward cam.Megan drops her phone in shock. Mane Six approach Megan, who

stares at them in disbelief.

Twilight Sparkle extends her hoof in

friendship to welcome Megan back.

“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.

News stories on the Brony phenomenon and young males being bullied for being Broniesadd 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 EventsSuper Speedy Cider Con, Knoxville (October)

Ponyville Ciderfest, Milwaukee (November)

2017 EventsPacific 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, Baltimore (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)

Public Relations

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 Twitter

• Assigned social media channels may change depending on user traffic and popularity

Brand Monitoring

2016• October: “The Pony I Want To Be”

campaign launched with press release and events at Hasbro Studios, Discovery Family and select elementary schools nationwide; related posts on social media

Social Media Manager and Moderators hired

• November: “What’s Your Cutie Mark?” campaign launched with events at select elementary schools nationwide; related posts on social media

• Cast and crew appearances at PonyvilleCiderfest to promote series

Calendar2017• January: 60-second teaser ads for TWO OF

A KIND begin running on Discovery Family, YouTube, Facebook and Twitter with slogan “The Magic Continues”

• February: “Directions” begins running on Discovery Family, YouTube, Facebook, Twitter

• March: “Pony Meets Girl” ads begin running, one new ad per week, on YouTube, Facebook and Twitter

Cast and crew appearance at Kawaii Kon

• April: Cast and crew appearance at BABScon

• 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

BudgetANIMATED SERIES AND YOUTUBE SPOTS SOCIAL MEDIA, BRAND MONITORING

22-minute episode $650,000 Social Media Manager

$80,000

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 Pony I Want to Be” and “What’s Your Cutie Mark” campaigns

$100,000 Animated series and YouTube spots

$17,140,000

Public relations $225,000

Airfare and expenses for conventions

$125,000 Social media and brand monitoring

$224,000

Total $225,000 Contingency $100,000

Total budget $17,689,000