1) What's the challenge?
A 7-day hunt for the GoldenStumble! Within the top 7 interest
categories on Stumbleupon, lucky Stumblers will receive corresponding prizes
within their interests. There will be 7 winners for each category but you must
create a StumbleUpon account to participate. The StumbleUpon iphone and android
application will also be compatible with in competition. Closer to the 7th
day of the competition, prizes will slowly become more extravagant.
Top 7 interests include:
Beauty
Music
Relationships
Weight Loss
Humor
Travel
Art
2) What is the target audience?
Existing Stumblers and plainly people interested in winning
prizes
Users by Age/sex
F M 13-17 18-34 35+
45% 55% 10%
32% 58%
3) What does that audience currently think?
StumbleUpon, founded in 2001, helps you easily discover new and
interesting stuff on the Web. You tell them what you like, and they introduce you to
amazing web pages, videos, photos and more that you wouldn’t have found on your
own. StumbleUpon currently has 1,000,000-10,000,000 users.
4) What would we like the audience to feel or think?
We would like the audience to feel sense of personalization as
well as excited and hopeful about their chances of winning prizes.
5) What facts or evidence will assist this change in
thinking?
Having weekly updates on the site will indicate the weeks winners
and their prizes in attempt to engage other Stumblers to continue on their hunt
6) Brand essence?
Personalization
7) Key emotion?
Excitement
8) Best media to facilitate this goal?
Twitter, Pintrest and Youtube and a commercial.
9) Key elements and budget?
Businesses will join with Stumbleupon to provide the prizes that
people win. Budget is contingent upon the value of the prizes
10) single most important takeaway?
Not only profit but the increase in users of the StumbleUpon
site.
11) What do we want the audience to do?
Create accounts to StumbleUpon
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