Playground Sessions aims to attract first-time teen piano players through a digital strategy. It offers popular song tutorials through video lessons organized by difficulty. Lessons include game-like feedback and the ability to share scores socially. The strategy targets teens' wishful thinking about playing like their music idols through fast, fun lessons on their favorite songs. It also addresses parents' desires to protect and engage their teens through a non-traditional learning approach.

1. A digital strategy for Playground Sessions to attract the First-Time Teens
Digital Strategy Skillshare Class Project / @candrakirana

2. Source: Google Trends

3. http://www.onlinepianist.com/ http://pianozap.com/ http://freepianotutorials.com/
Lessons are designed based on popular songs Lessons are designed based on popular songs
Offer piano sheets of popular music Offer piano sheets of popular music
Video-based tutorial Word-based tutorial or video-based tutorial
Game-like feedback mechanics is linked to No feedback mechanics
virtual piano playing – excelling in Online Pianist
may not translate in actual piano playing skill
Lessons are organized and customized based on Lessons are not organized (scattered contents)
difficulty level

4. • Lessons are designed for classical music, hence takes longer time to master
• The effectivity and fun level depends on the teacher
Source: All about Jazz Forum

5. Lessons are designed based on popular Lessons are designed based on popular Lessons are designed based on popular
songs songs songs
Offer piano sheets of popular music Offer piano sheets of popular music Offer piano sheets of popular music
Video-based tutorial Word-based tutorial or video-based Video-based tutorial that understands
tutorial DIY learning challenges as lessons are
guided by David Sides, a respected
popular self-taught piano player
Game-like feedback mechanics linked to No feedback mechanics Game-like feedback mechanics linked to
virtual piano playing – excelling in Online actual keyboard playing –
Pianist may not translate in actual piano excelling in P.S. translates to actual
playing skill piano playing skill
Lessons are organized and customized Lessons are not organized (scattered Lessons are organized and customized
based on difficulty level contents) based on difficulty level
No integrated social element No social element Integrated social element – score can
be shared with friends
No official endorsement from music No official endorsement from music Official endorsment by music moguls
industry industry (e.g. Quincy Jones) and music labels

8. In 12 months:
750,000 qualified visitors to the website
Free trial download >10% of visitors
Conversion rate > 0.75 of visitors

9. The First-Time The Parents
Teens
NAMM – Gallup 2011 survey report reveals that in
2009, 45% of respondents were motivated to start
playing music instrument because parents
encourage them to do so and its trend is increasing

10. Meet Daria. She and her friends like to share, listen, sing ... so at concerts. when their idols ask them
She is into music. and memorize their favorite music lyrics to sing, they can sing without forgetting the
together lyrics
Pretending to be their idols, they Admiring cover artists on youtube, she She does not pursue it as she believes in
like to record and upload their imagines if only she can not only just piano lesson myth: hard, requires her to
performance to youtube for fun sing but also play like her idol, how she learn classical piece first that it will take
will clock a lot of views in youtube & ages before she can play her idol‟s songs.
people including her idol will admire her Besides it is also hard to convince her
parents the importance of piano lesson
and if she has talent to pull it off.

11. Meet Daria‟s mom. Although she feels she has raised Everytime there is a behavior or mood
As her daughter already reaches her well, she also realizes change in her daughter and her
adolescence, she realizes that she sometimes teens can surrender to daughter refuses to tell her even after
can no longer watch over her 24/7 bad influences – as shown in news, asked repeatedly or says no to her
and needs to give space to make her where teens‟ problems often make offer to help, her worry intensifies.
daughter feel trusted. headline.
She often reads or hears that
However she also reads that She needs something that can
teens often hide their problems
strict parenting is a recipe for help her daughter and her
from parents that it suddenly blows
delinquent teens. sanity‟survive from the
up . She wonders if she should do
unpleasant part of adolescence.
Big Brother parenting.

12. Learning piano seems hard and takes a Communicate P.S as the answer of I can learn my favorite songs directly in an
long time as it requires me to learn “if only I can play piano like my easy sans confusion and fun way!
classical piece first idol” prayers
Engage in wishful thinking “if only I could “If only can not only just sing but Download Playground Sessions‟ 7-days
play piano” also play piano like my idol, free trial offer
if only...”
Unsure about the benefit of learning Communicate P.S. as the answer of Learning to play musical instrument can
how to play musical instrument “if only there is a way to protect my engage my daughter/son that it helps
child” prayers him/her cope with being-teen challenges
Does not give strong support for ttheir “If only there is a way to protect my Purchase Playground Sessions‟ service
children to learn to play musical teenage child without over- for teenage daughter/son
instrument controlling her/him...”

13. The First-Time Teens The Parents

14. Links competitive
Speaks in their
edge of PS with
“wishful thinking”
instant
modes and puts
generation‟s urge
P.S. as the
to fast forward to
solution
the result
Taps into their
“look-at-me” Communicates
desire by P.S. fun tutoring
promising quality (“play as
possibility to be awesome as
as awesome as your idol”)
their idols

15. Speaks in their Implicitly
wishful thinking answers their
modes and puts unspoken desire
P.S. as the to fast forward
solution teen years
Taps into their Communicates
desire to protect P.S. fun quality
their children that can save
from the them from “No!”
unpleasant part from their
of teen years children

17. Messaging: Messaging: Hard-hitting messaging:
What if you can be like your idol You can skip your way in learning to 7-day-trial trial
(almost twin-like on „music soul‟ life) play as awesome as your idol with Awesome music library
Playground Sessions Assistance to provide keyboard
Group discount*
Youtube skip ad button Youtube interactive video Facebook / twitter „default share‟ message
/ facebook game app
Verification button Testimonial / endorsement and praise
(online ticketing site) Google Adword video
Standard facebook / banner ad Music blogger / fan club leader / piano Facebook sponsored stories
cover artist outreach
Trending topic hashtag Digital „toolkit‟ (to convince parents)
* Suggestion to consider

18. Messaging: Messaging: Hard-hitting messaging:
Learning to play music can protect Playground Sessions can help your Group discount*
from and help your child cope with child to skip the unpleasantness of Assistance to provide keyboard
the unpleasantness of teen years adulthood in a in a way that your
son/daughter will gladly accept
Video Demo video Facebook „default share‟ message
Interactive diagnosis test Standard facebook ad Testimonial / endorsement and praise
video
Google Adword Teacher outreach
Facebook sponsored stories
Local blogger outreach Music icon outreach (e.g. Quincy Jones)
Digital toolkit to convince their children
Standard facebook ad
* Suggestion to consider

20. Campaign should be more intense during these three high receptivity momentums and
communication material needs to be contextualized in accordance with the momentums
START: 4 weeks before Christmas
END : Mid January
START: Christmas
END: Mid January
Globally, the search for piano learning spikes in
Decembers

21. Campaign should be more intense during these three high receptivity momentums and
communication material needs to be contextualized in accordance with the momentums
START: 4 weeks before long holiday
END : End of first month of long holiday
START: 4 weeks before long holiday
END: End of first month of long holiday
The search for piano learning also spikes in Aprils - Julys in
countries like Australia, New Zealand and Philippines

22. Campaign should be more intense during these three high receptivity momentums and
communication material needs to be contextualized in accordance with the momentums
START: 2 months before landmark day
END: 1 week after landmark day

25. Source: The Telegraph

26. https://twitter.com/search?q=if%20i%20could%20play%20piano&src
=typd

27. http://www.nxtbook.com/nxtbooks/namm/2011globalreport/

28. http://www.davidnevue.com/pianomyths.htm

29. http://www.motherpedia.com.au/article/what-teenagers-dont-tell-
their-parents-and-why
http://abcnews.go.com/blogs/headlines/2012/04/teens
-getting-drunk-on-hand-sanitizer/

30. http://www.nytimes.com/2012/06/26/technology/so http://www.spygadgets4u.co.uk/blog/parents-losing-sleep-worrying-what-their-
ftware-helps-parents-monitor-their-children- teenage-sondaughter-might-be-up-to.html
online.html?pagewanted=all&_r=0

31. http://www.namm.org/news/press-releases/study-reveals-teens-strong-commitment-music-and-mu

32. http://online.wsj.com/article/SB10000872396390
444042704577587570410556212.html

33. http://www.warc.com/Content/ContentViewer.aspx?MasterContentRef
=718ff834-7557-4a9d-8d1d-73e126158837

34. http://adage.com/article/adagestat/infographic-generational-media-usage-time-day/229831/