presentation cases1

First web portal for kids and tweens

• Tvidi.ru is a JV of RosBusinessConculting and Tweegee (Israel).• Tvidi was launched in October, 2008 with limited access; open

release in February, 2009. • Tvidi’s concept is based on successful record of Israeli web portal

for kids Tipo.co.il. 85% of Israeli kids are registered on Tipo.

Registration Dynamics

Everyday on Tvidi.ru:Up to 2 000 kids create accountsAbout 50 000 kids visit website

Spt 1, 2011 = 1 291 537 registered users

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Monthly Unique Visitors and Pageviews Dynamics

Pageviews Dynamics

Every month our kids view more than 19,000,000 pages.

Average pageviews is 20 pages

Average time on site is 13 minutes

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Our Audience

64,84%

35,16%

0,3% 1,3% 2,1%

5,2%

11,1%

15,9%

12,4%

9,0%

5,7%3,1%

18,1%15,8%

6 7 8 9 10 11 12 13 14 15 16 17

age

% o

f reg

iste

red

user

s

Registered users by age

Registered users by gender

The core audience is from 9 to 14 years old• 88% of kids live in Russia

Visitors by Russian regions

Ufa, 2,7%

Chelyabinsk, 2,7%

Novosibirsk, 2,6%

Ekaterinburg, 3,8%

Perm, 1,8%

Krasnoyarsk, 1,8%

Nizhniy Novgorod, 2,0%

Kazan, 2,0%

Samara, 2,2%

St. Petersburg, 9,4%

Moscow, 32,7%

Other cities, 36,3%

«Kvasenok heroes adventures» Contest

August, 2010

Fairytales Contest «Kvasenok heroes adventures»

Comments:

Task: To write a fairytale about Kvasenok and his friends

More than 1 100 comments in 2

weeks,More than 820

written fairytales

Announcement of the contest

Banner CTR: 1,13%

ButtonCTR: 1,12%

Contest promo

«Legend of the Guardians» and «Cats & Dogs» Year 2010

“Legend of the Guardians” cartoon

Banner

Cartoon promo

Button

Announcement in the “News of the day”

channel

Article about the movie and forum

Comments:

6 432viewings,

More than 220 comments in 1

week

«Legend of the Guardians» Branded Forum

"Legend of the Guardians " branded Forum with announcement article and trailer of the movie. Kids were offered to discuss cartoon and different legends they know.

Viewings- 44 373Posts – 193Backgrounds used– 1353

Branded background

«Cats & Dogs» Announcement

Branded header

Banner

Button

Movie promo

Announcement on the “News of the

day” channel

«Cats & Dogs» cartoon

Comments:

16 321 viewings, More than 700 comments in 2

weeks

«Yogi Bear» cartoonYear 2010

Announcement of «Yogi Bear» cartoon

Announcement of cartoon at the Promo channel

BannerAnnouncement of cartoon on the«News of the day» channel

«Yogi Bear» cartoon

Game promotion

Branded game channel

Unique users reach: 243 245 ppl

Banner

Promotion of Branded game

«Yogi Bear» cartoon News

Children's comments :

1 766 viewings in 2 weeks

«Collect the Smurfs!» contest2011

Announcement of the «Smurfs» movie

Main page announcement

ButtonCTR: 3,74%

Movie Promo

Announcement of the contest on

the«News of the day» channel

BannerCTR: 1,76%

«Collect Smurfs!» contest

More than 1 700 000 page viewings ,

More than 120 000 collected Smurfs,

12 000 participants in 2 weeks

Contest News

Comments:

7 068 viewings, More than 200 comments in a

week

“Cartoon Network” TV channel Year 2010

Cartoon Network

ButtonCTR: 2,53%

News Promo

BannerCTR: 2,95%

Cartoon Network QuizThe task was to find answers and tips to the quiz at Tvidi Cartoon Network channel and on Cartoon Network TV channel.

Comments:

Kids works examples:

More than 4000 participants,

More than 900 comments

Branded Forum

Branded background

Entrance to the Cartoon Network

ForumBanner

CTR: 1,22%

Viewings - 170078Posts – 1713Backgrounds used– 7755

Contest - Quiz «Ben 10»The Quiz was devoted to the “magic” date 10.10.10 Kids were supposed to find tips on Tvidi’s Cartoon Network channel. The final task was to create “Ben’s 10” new embodiment.

Works of the winners:

Mailing

«Ben 10» trailer

Invitation cards for “Ben’s 10” Day were sent through e-mails.Cards sent: 276 383 More than 5000 children followed the link from a card to the “Ben 10” trailer

Invitation card

Cartoon Network Game

BannerCTR: 2,39%

Game:

Game comments:

Announcement of the Cartoon Network’s

moving to their own websiteBanner

CTR: 1,22%

BannerCTR: 1,27%

More than 11 000 followed the link to

www.cartoonnetwork.ru

Tvidi’s Cartoon Network Channel

More than 450 000 channel viewings and

35 000 trailer viewings

in 6 months

«World full of Smiles» contest08.04.2010-29.04.2010

“World full of Smiles” Contest

«World full of smiles» More than 2800

participants in 3 weeks

The task was to find a smile in surrounding objects, take a photo and upload it to the Beeline Forum.

Example of a smile.

Branded background

Article about the contest

Kids comments:

More than 2400 comments

Max in Beeline Branded clothes

Main page announcement

News promoButtonCTR: 2,79%

BannerCTR: 0,97%

Announcement on “News of the day” channel

Beeline loyalty and knowledge poll

30 147 participants

19 770 participants

Support of movie premieresYear 2010

Main page branding

«Rapunzel». Leads to the promo page

«Alice in Wonderland» leads to the magic letter

With a help of web-instruments children create a beautiful animated flashcard with cartoon characters. It can be send to friends or take a part in a contest.

Cool branded letter

Colorful mailing-invitation to participate in a Disney contest.CTR – from 40%

Fascinating Quiz for the most fastest

More than 10 000 participants in 2 weeks!

Теdi Play juicesummer 2010

Virtual Tvidi Worlds– space for branding

Tedi PlayBranded elements on

the streets

Links from branded elements lead to the promo page

CTR – 3,2%

Unusual furnitureIn 2 months

children “bought”

300 000 items branded with Tedi Play juice

Contest

Contest of stories, photos and videos about the active way of living.Kids upload their works to the special branded forum.

5 000 participant

s in 6 weeks!

Sony PSP Patapon 3Spring 2011

Branded game page

Game

Branded background

On this page kids can:- Play - Comment- Evaluate- See the Leaderboard- Send a link to a friend- Post it at Vkontakte and MoiMir

Lego Ninjago Winter 2010-2011

Lego – News. Everything about Ninjago!

Exclusive videos Fantastic posters for

downloading!

New collection of Ninjago heroes and games

More than 80 000 video

viewings in 2 months

Support of offline events

Announcements of Lego Ninjago tournaments in different cities

More than 80 000 children received an invitation for an event

More than 11 000 participants in 2 weeks

More than 60 000 visits to the client’s website

Quiz that attracts users to the client’s website

Every day kids get a new question. An answer could be found at Lego website.

The first who answers – gets a prize!

Exclusive gifts for boys for the 23rd of February.

Kids received more than 60 000 gifts in 2 weeks!

Special project2010-2011

Tasks:

To make children friends with brand characters Ring and Ding

With a help of interactive communications attract kids to the brand

Positioning mobile network as an only one and the best one for kids and teens

“Stone, scissors, paper” game!

Played more than 10 000 times in a month

“Comic book” contest

Children made more than 5000 comic books about Megamind, Ring and Ding adventures.

Cross-promo with the «Megamind» movie

Every day children get a new secret task.

For example to find a ciphered word in a text, find secret sign hided on a picture, etc. Participants who found water source, get super prizes!

Contest- Quest

Cross-promo with the «Rango» cartoon

Nivea on Tvidi.Ru

Entrance to the Nivea channel

Entrance to the Nivea Lip Care channel

Announcement of Nivea news

Announcement of Nivea game

Nivea News

Nivea Lip Care channel

«Nivea shiniest smile» contest

Nivea games

Nivea News. Updates every day

Nivea Lip Care products catalog

Banner Nivea

Nivea Forum

Branded News

Rating

Product placement

Nivea Branded News

IKEA on Tvidi.ru

Project № 1: IKEA at kids houses One of the main entertainments on Tvidi is designing your own house with a furniture from Tvidi catalogue. The project «Create a room of your dreams with IKEA». Tvidi furniture catalogue becomes an IKEA catalogue. All children will be able to choose chair, a floor lamp or a carpet , and place it at their houses.Children will «buy» more than 150 000 IKEA furniture items.

Example of IKEA room.

Children are very proud of their houses and own-made designs. They invite friends to their virtual houses on Tvidi.

We can make branded wall-papers, branded names of furniture items.

Branded IKEA elements in Tvidi Worlds

“Billboard” placement on the main street with an announcement «Create a room of your dreams with IKEA».Link from the “billboard” leads to the article about the campaign.

Example of a poster placement next to the School entrance. «Create a room of your dreams with IKEA».

Link from the poster leads to the article about the campaign..

Project №2:«Color up your room and studies with IKEA» contest

Kids adore games, quizzes and contests. Pieces of IKEA furniture (sofa, computer table, bra, etc.) will appear on Tvidi pages. Children should catch and collect them on a special promo page.

The promo page is a scheme of a room or a class in white and black colors with IKEA items. When a child catches a piece of furniture, it appears on a scheme and gets colorful. The winner is a person who collected all the IKEA items.

Kids will collect 180 000 IKEA items in 3 weeks.

Main page announcement

Banner 300х250

Button

Announcement on the “News of the day” channel

News promo

Wearing Justice on the way to school

with a help of Tvidi

Floating Justice clothes banners on the all Tvidi pages. The link leads to the Justice promo page. Moscow targeting.

Floating banners + Button

Button links to the Justice promo page. Moscow targeting.

Letter of happiness from Glamour KsyuShe is cool and trendy, knows everything about boys, movies, music and fashion.Ksyu – is like the elder sister for all the Tvidi girls. She is asked «what to wear for a party?» and «what clothes are the best for school?»All the Moscow girls get letters from Ksyu where Ksyu tells about the new Justice catalogue. Link in the letter leads to the Justice promo page.

Justice promo page

On the promo page Ksyu introduces the new Justice catalogue and promises to send it to everyone who will upload Justice accessorizes for their avatar.

Branded avatarAdding branded elements to the avatar catalogue.It could be trousers, t-shirt or any other accessorize from Justice collection.

Justice clothes

Блузка Justice

Tvidi user in Justice clothes.

Avatar of a Tvidi user.Kids will be able to wear Justice clothes.

Getting Justice catalogue!

All the girls who uploaded Justice for their avatar picture get the Justice catalogue through an e-mail.

Let the sun shine!

Ambre Solaire

Main page promo

Загораем правильно вместе с Амбр Солер

Banner 683*60

Button

Что такое UV?

News promo

• We will write a couple of articles and teach children:

• When the Sun is harmful and useful

• How to sunbathe correctly, and how to choose protective means

Articles

• We will ask children if they know how to sunbathe in a proper way.

Polls

Когда вредно загорать?

Всегда

С 12.00 до 16.00

С 9.00 до 12.00

Крем от солнца:

Обязательно пользуюсьЧто это?

Бесполезная вещь

The most sunny contest!

What should be taken to the beach? How to sunbathe? Which protective means to use? Write a creative instruction how to sunbathe in a proper way!Winners will receive a stock of Ambre Solaire for the whole summer !

• All users can participate.• The task is to create a story,

photo story, draw a story, etc. about proper behavior on the beach.

• The contest will be held by Glamour Ksyu- the most famous Tvidi character..

Additional Promo

Конкурсот Амбр Солер

Branded header

When clicking on the Sun, it gets bigger and leads to the contest

Summer with МТС

News promo

Main page branding

Летом с МТС веселее!

Летом с МТС веселее!Banner 683*60

Branded header

Лето с МТС на Твиди!

Button

Обсуждаем лето!

We will go, we will rush off…

Летом с МТС веселее!

МТС Connect deerClicking on it, deer goes down

Обсуждаем лето!

Connecting

A deer skips down through the whole page

MTC Promo

Новый год летом?Это прикольно!

Привет!!!

Общайся с твинейджерами на даче!

Интернет есть везде!

With МТС you’re always at Tvidi!

Новый год летом?Это прикольно!

Привет!!!

Общайся с твинейджерами на даче!

Интернет есть везде!

Link to the articleMTC Mobile ForumМТС ConnectGame

A deer activates the promo. Clicking the different buttons, a child can get not only the information about MTC advantages but to have fun as well.

Telling and showing

• The News will be available in 2 formats: text and video

• Video will show how to connect with friends through internet while you are at summer residence.

• The article will explain it as well. Kids can leave comments here.

• The article will be written by Max, the most famous Tvidi character.

Ate - chewed

Article announcement

Button

Banner 683*60

Main page announcement

News promo

Share an Orbit smile with friends!

Чтобы зубы были здоровы….

Game promo

While transferring tо the Orbit page, kids will be asked their age.

Kids younger than 12 y.o won’t get to the Orbit page

Small kids not allowed!

How old are You?

I’m

Thank you for your answer!Transfer to the Tvidi main page

Welcome!Transfer to theOrbit page.

CookieCookie

<12>12

You should chew Orbit after each meal!

As you see your friend finishing his meal, offer an Orbit to him.

Ate-chewed: play and remember

+15

Desktop barNotifies about: New letters Interesting Orbit

News Time to chew Orbit

Orbit on your computer

You received a letter!

It’s Orbit Time!

News!

It’s Orbit Time

It’s Orbit Time!

Upload your photo to Tvidi or smile at the webcam

Orbit will define whiteness of your smile and advice you how many Orbit gums you should chew per day.

You have a white smile!

Make your smile shine right now with a help of virtual Orbit gum!

Send it to all your friends.

Impress friends with your smile!

Улыбнись вместе с Orbit!

Orbit smiles photo gallery Smiles rating Every day the most white

smile gets a gift–a stock of Orbit for the whole class

Smile to everybody – they chew Orbit after meals

Smile with Orbit!

Smile with Orbit!

Smile with Orbit!

Tvidi users have a calendars where they mark important dates

Getting ready for a date or a birthday party it is important not to forget to chew Orbit. We will remind about it!

A date? Don’t forget to chew Orbit!

Notification:

Today you are going to a birthday party! After you eat a birthday cake, don’t forget to chew Orbit!

Let’s talk about Orbit

Topics to discuss:•The most tasty Orbit?•Ways to care about your teeth•New tastes from Orbit

«My favorite Orbit»

«Virtual dentist»

Clear your brain with Orbit!

Clear your brain- chew Orbit helps to

concentrate

Orbit promo channel on Tvidi

Main Orbit page

News Contests Games Desktop ForumYour smile

GamesSmiles Contest

Время Orbit!

Orbit Desktop News

Orbit News

Each week news about:

Teeth healthHow to care about teeth Funny facts about chewing gum

Clearasil

Main page announcement

News promo

Announcement on“News of the day” channel

Button

Banner 728х90

Banner 240х400

Promo page

Clearanews

Clearatest

Clearahill game

Rating

Video contest “Become better!”

Rating

Video contest “Become better!”

The task is pretty simple. Participants should record a short video about the event that made them a bit better. It could be a smile from a stranger or cleaning the room, or a song one heard on radio, etc.

Each user can upload as many videos as he wants.

For each uploaded video, user gets points, e.g Clearpower . Everyone’s participation is recorded at the Leaderboard.

The most active participant gets a gift from Clearasil.

Branded contest page

Rules and Prizes

Best videos

New videos

Time till the end of the contest

Upload your Video

Product placement

Users that have voted.

Tell friends about the contest. Invite by e-mail.

Everyone has lacks and weaknesses. The main thing is to understand what they are and to try to improve them so you can become better/stronger.

Tests from Clearasil will help to deal with it. Taking the tests, you will get to know what your weaknesses are and how to cope with them.

Examples:1. Do you understand yourself2. How shy you are. 3. Does He/She likes you

Participants get points for taking tests and get Clearpower so they can move on at the leaderboard.

Clearatest

Branded Clearanews

All the News can be commented, evaluated, be send to friends and be reposted at Vkontakte and MoiMir

Clearahill game Placement and promotion

More than 300 000 users visit Tvidi game channel

For the gamers attraction , we will place the Clearahill game.

Game promotion:

Separate Clearasil section with a quick entrance to the game Clearahill game at «New games» section Clearahill game at «Popular games» section

Branded game page

Game

Branded background

On this page kids can:- Play - Comment- Evaluate- See the Leaderboard- Send a link to a friend- Post it at Vkontakte and MoiMir