Content
        •  What is WOO? THIS WEEK
        •  Brand positioning THIS WEEK
        •  3 years goals and objectives THIS WEEK
        •  Key challenges THIS WEEK
        •  WOO at a glance 
        •                    st
           Distribution plan 1  part this WEEK
        •  Online marketing strategy (Arlin)
        •  Key KPI’s development for next 12 months (sales per market, social engagement, user 
           engagement, brand awareness) 
        •  WOO 3.0 route to market
        •  Marketing budget (investment 2017 – 2018)
        •  Marketing team, roles and responsibilities
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                                       What is WOO?
        WHY - WOO enriches life through moments of achievement and joy
        Achievement creates a feeling of an enriched life. Joy comes out achievement. You feel more 
        accomplished. You are finding a (lost passion). We encourage people to go out there and feel better 
        about themselves.
        Key words for WHY: Achievement – Joy - Enriched life
        HOW – WOO is where games become reality and the world becomes our playing field/arena. 
        WOO combines reality and virtual world. These are 2 different worlds and WOO is a hybrid between 
        both worlds. WOO combines both worlds and builds a new experience.
        Key words for HOW: Game – Play – Reality 
        WHAT – WOO is an evolving mobile experience. Connects with sensors and uses metrics to 
        build games. 
        It’s an evolving experience and not only an App or sensor. The experience is key
        Key words – Experience - Mobile – Game
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                                                         What is WOO? 
          How would you finish this statement.. (It is the concept that will drive our evolution forward. Not 
          necessarily the vision though, but emotionally charged like that.) :   We are in the business of playful 
          experiences
          -   enriching people’s life
          -   bring joy to every day’s life
          -   get the best out of people
          We are the " ________" company – interactive game 
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                                      What is WOO? 
       A few examples about the WHY, HOW and WHAT
       Joy and achievement should be central, left and right of our marketing content. 
       More emotion in video’s like cheering crowd, big laughs, funny bloopers, show real 
       genuine WOO user stories. This also includes shitty moments. There is no easy 
       way.
       WOO freestyle game needs more joy and achievement. Directly after you 
       download your session you get big props for a new PR, new trick you landed. Or 
       even an animation of a spinning guy because you had a hard crash. Small little 
       funny icons that has humor and resonates with users. Move from tech 
       improvements to game improvement. Humor is a big game element.
       Visualize 2 worlds. The real world and the virtual world. WOO is a bridge in 
       between. An example is to show WOO user action with a badge as the virtual 
       world element. Use pop up leaderboards in video’s after a rider stomped a trick. 
       Pop up badges in video’s.
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                       Brand positioning bullseye
      Brand mantra:
      • Enrich life through moments of achievement and joy
      (joy and achievement should be reflected in all content)
      Point of Difference:
      • WOO team breathes it’s own brand. We are all active and passionate outdoor enthusiasts
      (show case team if this is a big differentiator – customers should know the WOO team)
      • Environment is an important factor for us
      (bio grade packaging – companies environmental foot print)
      • WOO let it’s employees follow their passion
      • Passionate users that chose the life they want to live. A community inspires you to do so.
      (stories contribute to our brand. Follow their passion)
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