This document discusses a marketing strategy to bring Legend of Korra merchandise to Hot Topic retailers in order to leverage the large teenage and young adult fan base. It outlines the popularity and success of the Legend of Korra franchise across various streaming platforms and social media. The strategy proposes a design contest for fans to create Korra-inspired clothing items to be sold at Hot Topic, along with in-store and digital marketing campaigns including social media promotions. The goal is to continue building the Legend of Korra brand and generate additional revenue for Nickelodeon through increased merchandise and content sales.

2. About Legend of Korra
Media coverage and fan efforts
Legend of Korra product history
Industry and competitive analysis
Hot Topic: the opportunity
Marketing strategy
Benefits of added awareness

3. • Follows the adventures of teenage
Korra
– Sequel to Avatar The Last Airbender
• Popular through online streaming
services
• Large teenage fan-base
– Target audience ranging from 10 to 27
years old
– Product popular among fans 18 and
up

4. On-Air History
• Book 1 and 2 aired on Nickelodeon and Nick.com
– Finale of Book 2 was Nick.com’s most-watched episode of 2013
• Book 3 and 4 aired on Nick.com
– Announcement in mid-November that Nickelodeon would air
episodes of Book 4 on Nicktoons again
– Finale of Book 4 scheduled to air online 12/19/14

5. Positive Media Coverage

6. Instagram

7. Facebook

8. Tumblr

9. Fanworks

10. Fan-Made Items For Purchase

11. Previous Product

12. Top-Selling Property In Nick Shop

13. A Thriving Industry
• Adults and character merchandise industry:
– 56% of adults say they would buy character merchandise products
for themselves or another adult
• There is demand for more diverse character merchandise:
– Disney’s Doc McStuffins toy line (African-American female)
• Achieved $500 million in sales in 2013
• Compare with Toy Story merchandise sales ($530 million)

14. Competitor: The Hunger Games

15. Competitor: The Avengers

16. Competitor: Homestuck

17. Be the Legend, Make the Legend

18. The Opportunity
• Putting Legend of Korra
product in Hot Topic by
using fan-made designs

19. Why Hot Topic?
• Similar target audience:
– Aged 18-31
• Also pulls a large 13-
18 demographic
– Online-savvy
– Collectors, fans
• Focuses on what is
currently popular
and trending
– Enjoy sweepstakes, contests
– Active on social media
• Strong social media:
– 5.8 million fans on
Facebook
– 358k followers on Instagram

20. E-Mail Blasts With Inside Jokes

21. Previous Campaigns
• Walking Dead
Sweepstakes
– Encouraged in-store
engagement
– Social media sharing
– Appealed to fandom’s inside
jokes

22. Previous Campaigns
• Homestuck T-shirt
design contest
– Tri-pronged partnership
with We Love Fine and
Homestuck
– Fan creation and
participation
– Social media component

23. Be the Legend, Make the Legend
“Leveraging our
fanbase to continue
the legacy”
Design
contest
In-store
marketing
Digital
marketing
Social
media
marketing

24. Design Contest
• Fans design clothing inspired
by Legend of Korra
– Categories: T-shirts/Sweaters,
Dress/Skirt, Accessories
• Entries submitted on Hot
Topic’s website
• Top 20 submissions for each
category posted on Facebook

25. Prizing Ideas
All winners will have their clothing items sold into Hot Topic!
ONE Grand
Prize
THREE Runner-
Up Prizes
THREE People’s
Choice Winners
• $500 - $2000
dependent on likes and
shares
• Signed compilation of
Korra DVDs
• $250 Hot Topic gift
card
• Signed compilation of
Korra DVDs
• $250 Hot Topic gift
card
• Signed compilation of
Korra DVDs
• $250 Hot Topic gift
card

26. In-Store Signage

27. Nick.com Banner Ad

28. Hot Topic Marquee and Banner

29. Facebook

30. Instagram
• Encourage fans to submit
art and cosplay to be
featured on the
Nickelodeon and Hot
Topic Instagram accounts

31. Tumblr
• Create an “Ask the
Avatar” blog
– “Korra” will interact with
fans, answer questions,
and post contest updates

32. Tumblr
• Buy the dot on Tumblr
– Day of blog launch

33. Nickelodeon Benefits
Be the Legend, Make the Legend
Get Korra
into Hot
Topic
Boost Nick
Shop sales
Boost DVD
sales
Boost
Amazon
Instant Video
downloads