The paradox of modern Russian animation. How creative, diverse and interesting art worlds leading childrens cartoons, so monotonous and predictable activity on their pages in social networks. Perhaps, companies underestimate the power of the social network might not want to bother filling because standard content in the form of news, “memes”, publications with stories about the characters, duties of creative works and motivations “like” and “riposte” is frankly not surprising. And any innovation needs resources and time.
The result is a dissonance between the high rates of entertainment brands on YouTube in distribution and low level of involvement in social networks contrary to many subscribers. Social networks, in our view, an important and underrated tool of formation of interest in the project. If to take into account the enormous popularity of “Vkontakte” among the young audience, superficial attitude “cartoon” brands to this tool for promoting irrational.
Average daily engagement rate (ER — ratio of engagement) most of the animated communities does not exceed 0.3%. We are faced with the same problem. The Series “Kolobanga. Only for Internet users” is popular among target audience in Russia.
He has high ratings on the hits “Carousel” and other childrens TV channels, high performance in merchandising and occurrence. He is in the top 5 Russian licensed brands for children by representation in retail. The involvement of subscribers in the community was only about 0.5% (full ER). Had to find a way to the childrens attention in “Vkontakte” and to do this most efficiently.
How to attract childrens attention, if you do not have the right to the words “like, if you want to burn down the school”, “3 ways to get out of lessons” and “a toast to those who do not like algebra”. We had to find a more complex, but the right way. The bulk of fans “Kalabari” about six to 12 years to run rather big in age, and in the interests. Some are interested in programming, others with modeling clay, and others listening to dubstep, the second — ensemble “Semitsvetik”.
The situation is complicated by the fact that the cartoon interesting audience of much wider age range, look families. Therefore, to produce content carelessly simply impossible. Our audience does not spend, he is selective and demanding. The solution was found on the surface.
The format of the cartoon — the Internet detective is not given the chance to do otherwise. We started the Internet quest. We have set ourselves the task, without giving up the usual content, to find a more effective form of engagement of interest to members and to increase their activity and “life cycle” in the group, to anchor the brand in the perception of the audience, make it a constant object of attention of children and source custom creative.
A new format had to force subscribers to worry, to create a sense of tension, suspense. Equally important was to use these features of child psychology as groupthink, the desire to unite with like-minded people for solving problems and the need for games, interactive experiences. Needed revealing the attempt to destroy the “cozy world” of community and close-knit, organized, activities for the children to protect. We were interested in whether this format is to raise ER to attract new subscribers and increase views of the cartoon.
Story online quest we took from his own cartoon. We decided to move in quest of what engages the viewer “Kolobanga”. Through plot, a detective component, the location of the Internet and the fight against the insidious viruses. An open end of the cartoon (the main antagonist Dr. Huck promises to return and avenge) made it possible for for the quest the story of the return of the villain and his attempts to capture network.
Thus, we decided to get the kids to band together for protection. One of the symbols of the stability of the group is an admin with the name of the hero of the animated series — Andrew Kolobukhova. In the group, it publishes news, comments and answers to questions. This creates the effect of “reality” of the character.
You can talk to him in personal correspondence, to ask for advice or help — trust him. This account, we threw in the epicenter of the activity. Thesis the script of the first part of the quest looked like this.
While there were constant online communication. Many wrote to Dr. hack threats, requests, suggestions to help evil plan. Throwing memes and pictures with his image. We fueled interest and, of course, responded to the message with all possible cunning. Of course, the children understand that it is a game and took its rules.
Hot on the heels of a week, we organized a continuation of the quest. According to the scenario, after the young rescuers of the Internet has neutralized Dr. hack in “Vkontakte”, he proceeded to the destruction site Kolobanga.ru. To do this, we created a dummy page in the administrative panel, where, having solved the clue, got the players.
There they had to stop the destruction of the site, after finding online three parts of a torn sheet with password. Subscribers so carried away with the quest and “mixed” it with the reality of what I was looking for clues in all statuses and replicas of the heroes. They began to play along with independently making the puzzles and ciphers.
That is the whole quest consisted of two parts with a week break. Both stages we launched on Friday — the day when children are free from school and ready to spend at the computer a little more time than usual. A wave of excitement after each stage were hitched a few days. Even now, a month later, on the pages subscribers see a new publication using motifs or paraphernalia quest.
At the end of the quest we were awarded the active participants of the virtual awards “for merits before colorization” (which immediately appeared counterfeit). Online quest, of course, be more labor-intensive than traditional content, especially in parts of the script and control the activity of participants. But it was quite effective.
In our view, the scheme with the online quest within the community work effectively. The main challenges here is the need for interesting scenarios and quest tracking the activity of participants on stage. We are not confused, and we got a good effect. Therefore, we recommend it to anyone who works with children and also wants to increase engagement. We will continue to use such mechanics to develop group and project.