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The
"Strat-a-Glance" below gives you an overview of the property,
consumer product strategy, key product launches, on-air initiatives
and more.
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Overview
SpongeBob is a breakout hit with preschool, kids, college students AND adults
-- a true pop phenomenon! SpongeBob products are top sellers in all categories and across both kid and adult
demos including apparel, home video, party goods, video games and
packaged goods.
First
feature film due in theaters November 19, 2004!
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Positioning
SpongeBob
SquarePants consumer products are the only ones that incorporate
the absurd, outrageous humor of SpongeBob and the ensemble cast
of odd-ball characters.
Key
Essence: Humor, unbridled enthusiasm, friendship
Movie:
See SpongeBob and Patrick as you have never seen them before, on
a heroic comedic quest that takes them to new and unexplored territory!
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Target
Primary:
Kids 6-12
Secondary:
College and adults
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CP
Strategy - Key Plans
2004
- Maintain
both kid and adult businesses
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Use SpongeBob Movie to create an overall halo affect for SpongeBob
product
- Create
a mix of movie-based and show-based product in order to leverage
movie; but still maintain strong SpongeBob everyday business
- Manage
inventory to ensure excellent sell-through at mass accounts to
set up franchise for ongoing consumer products program in 2005
and beyond
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Key
Product Plans
2004
TV-based products
- Activity:
Flying Colors activities (Fall)
- Apparel
and Accessories: Expand Patrick t-shirt line (Spring)
- Consumer
Electronics: Cameras (Spring); Emerson karaoke TV advt, DVD,
TV, CD player, Video Now discs
- Gift:
collectibles, Rubbermaid, coolers (Spring); plush, gift and Tupperware
(Fall)
- Home
Furnishings: Dorm room, kitchen, patio sets (Spring); bedding
and throw (Fall)
- Home
Video: other titles (March, June, August); boxed set of Season
2 (Fall)
- Interactive:
titles by Riverdeep, Fisher-Price
- Packaged
Goods:
Kraft Fruit Snacks, Colgate oral care, Puffs Tissue (Spring)
- Publishing:
titles
from Simon & Schuster, Random House, Chronicle Leapfrog, TokyoPop,
Pocket Books, Fisher-Price, Publications International, Reader’s
Digest
- Social
Expression:
new items, new party program (Fall)
- Stationery
and Bags:
bags, stationery and office supplies
- Toys:
Mattel toys, games and puzzles; Variflex skateboards; Alpha Big
Wheel; Disguise costume; DVD game
SpongeBob
Movie Products:
- Apparel
and Accessories: movie-star themed apparel
- Home
Video: DVD (March ’05)
- Interactive:
THQ CD-ROM, GameBoy Advance, X-Box, Playstation 2, GameCube
- Publishing:
Simon & Schuster, Random House and TokyoPop movie titles and
novelization\
- Toys:
Mattel RC Burger Mobile, TV advt; Mattel toys and puzzles
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Key
Initiatives and On-air Events
2004
- New
episode airs (Jan)
- Teaser
trailer and poster in theaters nationwide (Jan)
- SB
spot on CBS SuperBowl coverage (Feb)
- Kellogg’s
packaging featuring SpongeBob; movie
messaging begins Sept (Feb-Dec)
- TV
special “B.C.” (March)
- New
episode airs before Kids Choice Awards; first movie announcement
during KCA (April)
- Dedicated
movie website (April)
- On-air
movie sweepstakes (May)
- In-theater
promotion (begins June)
- “It’s
a movie” campaign begins on Nick (June)
- Season
2 box set DVD (June)
- Nicksclusive (Aug)
- Viacom
Marketing Council support begins (Sept)
- New
episode airs (Oct)
- Paramount
national advertising begins (Oct)
- Mitsubishi
movie support (Oct)
- Season
3 box set DVD (Oct)
- QSR
promotion (Nov)
- Nick
Magazine custom pub to Movie (Nov)
- Macy’s
Thanksgiving Day Parade balloon (Nov)
- Feature
Film (November 19)
- Promotional
partners: Burger King, Kellogg’s, Auto, Travel
2005
- New
consumer products launch; new product designs and categories
- New
episode airs (Jan)
- Kellogg’s
support for SB Movie VHS/DVD (Jan)
- Mitsubishi
support for SB Movie VHS/DVD (Feb)
- SB
Movie releases on VHS/DVD (March/April)
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Nick
CP Advertising/ Marketing Plans
2004
- CP
TV and print advertising (March-April)
- CP
TV and print advertising (August)
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Ratings
and Q-score
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Show
Facts
- Show
launch: July 1999
- Strip
date: July 2001
- Total
episodes: 60
- TV
schedule: Airs 20x per week: Mon-Fri at 8:30am, 5:30pm, 7:30pm;
Sat-Sun at 9am, 9:30am and Sunday 4:30pm
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| Last
updated 3/17/04.
Please
note, all information is subject to change. |
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