Targeting and reaching the
elusive young teen audience
The Boomerang Boom Box is a full
nagers in schools.
dispenser designed to target tee
booklets, badges, poster-cards
It can contain postcards, CDs, course possible.
templates are of
other media required. Bespoke
are located in the high footfall
Boom Boxes are very visible and with
A3 posters can also be sent out
learning resource centre (LRC).
Boom Boxes to complem ent the campaign.
• Reaches 25% (1m) of all UK tee
• Placed in 750 schools nationwide
• Completely tailored to your need
• Ideal for website drives
They are media savvy, young adopters of brands who are aware of
advertising and thrifty with their spending money.
They are part of the digital revolution and therefore are at ease with
modern technology. This impacts the way in which they are inﬂuenced to
try new products.*** Postcards are an ideal medium to drive teens online
to interact with, and buy into, your brand.
They are less affected by the economic slowdown than other
demographic groups and this presents strong opportunities for growth.***
93% of teens use the internet.*
70% of online teens use social networking sites.*
More than 75% of teens have a mobile phone.*
97% of teens play computer games.*
Postcards are picked up in close proximity to computers and internet facilities
ideal for website drives. Schools are the perfect route to get to a large
percentage of the teen audience effectively and quickly. Teens are in the ideal
mind-set to respond to a call to action or discuss brands with their friends.
70% of teens visit the LRC 3-4 times a week or more.**
80% have picked up cards from a Boom Box campaign.**
90% of teens have noticed the A3 Boom Box Posters.**
80% were interested in ﬁnding out more about a campaign using the
web link on the back of a postcard.**
* Teen Check Up 2009 ** Boomerang Focus Group June 2009 *** Mintel Report June 2009 myspace.com
Creativity & the postcard medium
Tried & Tested: The postcard medium is well-known as a creative and
intelligent method to reach audiences.
Creative Flexibility: Postcards can come in a vast array of card formats: sticker, lenticular,
die-cut, scented, glitter, poster cards, booklets, mirror and collectable series are but a few of
the creative techniques you can use.
Interactive: Postcards are always turned over for more info, allowing for links to websites on
the reverse. Some cards are so popular that they are sold on eBay!
Disney Accountable: Postcards are an effective data capture tool and make it easy to see the R.O.I.
Due to the fact they are passed on and shown around, they also have longevity of message,
drive trafﬁc online and more!
Self-selected: Postcards are only picked up by individuals who are interested in the
creative, which means your message is delivered to a receptive audience, with no wastage.
Why use Boom Box?
How is it effective at reaching teens?
Very little competing media: Place your brand away from the clutter
of other teen channels.
Ensure brand stand-out: Make your Boom Box unique by branding
all visible surfaces and creating a set of collectible postcards.
Great brand exposure: Word of mouth, longevity of message, and a
“take home” poster for repeat viewings.
Cut through: As the Boom Box, its postcards and other contents are actively
sought out, it is a great way to target ad-avoiding teens.**
y - it is really social aft
I visit the LRC everyda
Venue selection: Site by site selection available.
school and I get my ho Completely ﬂexible campaign dates: Target your Boom Box to coincide with
Clare Year 7 your brand activity.
Sony Music ** Boomerang Focus Group June 2009
Puma used Boom Box as part of an integrated campaign
to advertise a new range of football boots, actively
engaging teenagers nationwide. A series of four
collectible cards achieved a 100% pick-up rate using
striking images of famous Premiership footballers in
Puma’s futuristic footwear.
Postcard media gave MySpace the opportunity to
put their brand in hand, using a MySpace Boom Box
to drive kids to sign up and vote for the best school
on MySpace.com’s School Invasions competition.
Branded tote bags, cards with badges and A3
posters added value and informed students of the
fantastic prizes up for grabs. This was the ﬁrst time
MySpace produced marketing ofﬂine and the only
piece accompanying their online push.
‘Will & The People’
Sony Music RCA (in association with Bebo)
used branded tote bags, T-shirts, badges
and collectible cards to drive youngsters
online to ﬁnd out more about Will & The
People’s Weirdos single. The incentive was a
competition to win a trip to a special London
gig. 100% of focus group participants agreed
they loved and would wear the Will and The
‘Food for Thought’
The BHF used Boom Box to distribute their CD
sized booklets to youngsters to promote health
conscious behaviour. Booklets invited kids to
go online and make a Yoobot of themselves to
monitor their wellbeing and ﬁtness.
The campaign drove 110,000 teens online to
create their own Yoobot characters.
A Yoobot game was designed to allow children
to experiment on the mini version of themselves
with a range of diets and exercise regimes so
that they could see the consequences.
Case Studies British Heart
Disney - Bolt
Disney has booked year round
activity that has targeted teens
with their latest blockbuster cinema
releases. A competition element for
kids to sign up to the websites and
win great prizes encouraged a drive
to the website and repeat visits.
Campaigns have included Bolt,
WALL-E, Hannah Montana, Prince
Caspian and Bedtime Stories.
UK Box Ofﬁce
Bolt took a massive £18m at the
(Disney’s biggest ﬁlm of 2009 YTD)
Using Boom Box Teen Media, the Government has been able to
effectively communicate important issues to young people in their
own language and get their buy-in to various campaigns.
Boom Boxes were used to encourage social responsibility and
healthy living, make teens aware of the advantages of staying in
education and to drive them online. Boom Boxes can reach 25% of
all teens in an environment in which they both work and socialise,
and where they actively seek out the popular postcard medium.
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For m ore info ntations e team
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case studies , please
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Boomerang Media • Manor House • Manor Park • Aldershot • Hampshire • GU12 4JU
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