1. American Girl Historical Doll Video Games Marketing Account Proposal (Shortened Online Version) Prepared by: Kristin Regn Words and Music by: Kristin Regn Partner: Matthew Piacentini Instructor: Stan Pearlman Final Project: NYU Advertising Campaign Strategy

2. Marketing Campaign Goals To introduce an American Girl (AG) line of video games which appeal to young girls, aged seven to twelve Expand the consumer base to include new technically-oriented girls who are not presently aware of, or interested in, AG doll collectables Further the American Girl message: Promoting pride and knowledge of American History through the perspective of its line of historical characters. Develop and promote a new adventure game for each character

3. AG Brand Research - An Outline Image and Reputation Strengths and Weaknesses Target Audience Marketing Statistics Brands Competition Branching Out: Girls and their video games Psychographics

4. Current Media Mix AG Magazine http://www.AmericanGirl.com AG catalogue AG Books Kiosks in book stores American Girl Place Stores AG live action movie DVDs Word of mouth

5. Our Recommended Videogame Marketing Strategy The game interface would transport the player acroos time and space to each AG character The kiosk would be a symbol which young girls recognize Both need to reflect an adventurous American spirit

6. Creative Concept: All Aboard Campaign All Aboard the American Girl Express Video Game The Store The Song The Ads The Contest The Lifestyle The Timing

7. The American Girl Express Kiosk and Gaming Interface Introducing the American Girl Express as a time- traveling steam locomotive Powered by imagination, history, and fiber optics Driven by American Girl Engineers: – female role-models for girls of today and yesteryear Young girls can climb aboard and visit each characters year and hometown Players advance through the game by learning enough about the life and time of the AG character to power the train to its next destination

8. All Aboard the American Girl Express Theme Song © Kristin Regn A catchy theme song to establish the games characters and capture girls imaginations Available as a CD in AG magazine, catalogue, and products. Also available as a download from the AG website To be released in radio spots and TV commercials as part of the initial Buzz Building period To be incorporated into the gaming interface

9. Theme Song Lyrics: All Aboard the American Girl Express Videogame © Prologue When skies are black, or clouds are grey I cant go outside to get away. I know just what Ill do….Ill go play! Chorus 1 All-Aboard, the American Girl Express (Ride the Train--Play the Game) All-Aboard, the American Girl Express (Vi-de-o Game!) Chorus 2 Where all my dreams come true, Magic for me and you Take a trip back in time!… Verse 1 Theres spunky Felicity, Elizabeth too Historical friends who know what to do Well go out riding ponies, and have fun serving tea Its cool to share responsibility. Repeat Chorus 1 & 2 Verse 2 Samantha is a rich girl of 1904; With many pretty things, she has no room for more. When Nellie, her best friend, is told to stay indoors Samantha learns compassion, and helps her with her chores! Repeat Chorus 1 Its the Best!!! (Explosive Giggles. Fade out.)

10. All Aboard the American Girl Express Marketing Strategy Promotions Media Mix Marketing Calendar Marketing Budget Areas of Opportunity Extensions and Future Possibilities AG Lifestyle for Girls and Teens The AG Institute of Leadership

11. Marketing Calendar (first five months)

12. Any Questions?: All Aboard Campaign All Aboard the American Girl Express Video Game The Store The Song The Ads The Contest The Lifestyle The Timing Email Kristin Regn: digistage@hotmail.com