Oz fest digital marketing strategy

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An ‘Integrated’ Digital marketing plan to promote the Oz fest in India. …

An ‘Integrated’ Digital marketing plan to promote the Oz fest in India.
To develop Digital touch points for:
Pre-Event awareness & ‘buzz’
Familiarization of shows / artists
Exclusive previews, sampling & pre-visibility of content
Audience participation & WOM
Maximize event attendance
In-Event coverage

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  • 1. OZ FEST 2012-13 Digital Marketing Presentation OZ FEST 2012-13 DIGITAL MARKETING PRESENTATION
  • 2. OZ FEST 2012-13 Digital Marketing PresentationBackground •  Oz Fest is an initiative of the Australian Government to showcase a broad spectrum of Cultural & Business programs in India. •  This initiative will span across 4 months: October 2012 to January 2013 •  The events will be held across India at: Delhi, Mumbai, Chennai, Bangalore, Kolkata, Ahmadabad & Hyderabad •  The primary audience includes: - Young, educated middle class (18 - 35 years) - Decision makers & influencers
  • 3. OZ FEST 2012-13 Digital Marketing PresentationThe Event Objectives •  To build a people to people connection: a strategic partnership between India & Australia •  To convey a strong & positive message about the capabilities & character of contemporary Australia •  To create a sense of awareness towards Australia’s vibrant past & its culture •  Demonstrate Australias expertise in Innovation: - Cultural - Educational - Scientific - Technological
  • 4. OZ FEST 2012-13 Digital Marketing PresentationThe Programs: CULTURAL BUSINESS •  Opening night concert •  Sectors •  Music theatre work   Tourism OZPerforming Arts shows FEST Digital Strategy & Approach   Education •    Energy & Resources •  Outdoor Light projection   Technology 2012-13 •  Music: contemporary & collaborations •  Thought exchange •  Visual arts exhibitions •  Networking •  Feature film launch •  Alliances & Partnerships •  Trans-media projects •  Promotions •  Writers’ delegations •  Heritage restoration
  • 5. OZ FEST 2012-13 Digital Marketing PresentationThe Task •  To strategize an ‘Integrated’ Digital marketing plan •  To develop Digital touch points for:   Pre-Event awareness & ‘buzz’   Familiarization of shows / artists   Exclusive previews, sampling & pre-visibility of content   Audience participation & WOM   Maximize event attendance   In-Event coverage •  Set goals & monitor, optimize & measure the success •  Post event follow-up & acknowledge participation & position for future events
  • 6. OZ FEST 2012-13 Digital Marketing PresentationThe Approach •  Implement a sustained strategy for the event that includes the before and after – not just during. •  Events should integrate with existing communities and social networks where they exist. •  Cultural events (as mentioned earlier) can trigger very high to average levels of interest in the target audience. •  In such a scenario it is important to maximize event engagement by driving & incentivizing group participation
  • 7. OZ FEST 2012-13 Digital Marketing PresentationThe Approach •  Make ‘content’ memorable: sampling through innovative medium & with an element of surprise •  The new VIP: put the audience in the centre of action and invite individual opinion & influences •  Give the audience control: offer them a chance to be ‘ambassadors’ of the event & to represent the initiative •  Encourage interaction & engagement: across social platforms & drive a ‘social dialogue’ We will revisit / reinforce the ‘approach in action’ in the Ideas segment
  • 8. OZ FEST 2012-13 Digital Marketing PresentationThe Approach Turn an Event into an EXPERIENCE
  • 9. OZ FEST 2012-13 Digital Marketing Presentation
  • 10. OZ FEST 2012-13 Digital Marketing PresentationThe Approach Let the audience experience Emotion… Surprise… Spontaneity… Serendipity…
  • 11. OZ FEST 2012-13 Digital Marketing Presentation Taking digital beyond the touch points…a few IDEAS
  • 12. OZ FEST 2012-13 Digital Marketing PresentationThe Programs: CULTURAL BUSINESS •  Opening night concert •  Sectors •  Music theatre work   Tourism OZPerforming Arts shows BIG Digital Ideas… FEST The   Education •    Energy & Resources •  Outdoor Light projection   Technology 2012-13 •  Music: contemporary & collaborations •  Thought exchange •  Visual arts exhibitions •  Networking •  Feature film launch •  Alliances & Partnerships •  Trans-media projects •  Promotions •  Writers’ delegations •  Heritage restoration
  • 13. OZ FEST 2012-13 Digital Marketing PresentationPRE-EVENT Create a Buzz…Allow your audience to ‘discover’: - Previews of musicals - Trailers of Feature Film - Sneak Peek of music artists collaboration - Download music / wallpapers / videosMedium: - BluFi zones in malls - Aboriginal music ringtones Sampling / Familiarization of program content with the audience
  • 14. OZ FEST 2012-13 Digital Marketing PresentationPRE-EVENT Create a Buzz…Surprise your audience & engage: - Flash mob in public venues like metro/rail stations - Innovative medium for ‘niche’ content : Eg: aboriginal music & dance Innovation in Public that can go ‘viral’ at digital touch points
  • 15. OZ FEST 2012-13 Digital Marketing PresentationIN-EVENT Maximize Participation…Engage college students as ‘ambassadors’ - Students can volunteer for programs of their interest: Music, dance, theatre, literature, business events - Incentivize participation & ‘word of mouth’ / referrals Music, dance, theatre, literature, business events Create a targeted community and extend participation via digital
  • 16. OZ FEST 2012-13 Digital Marketing PresentationIN-EVENT Maximize Participation…Offer group discounts, early booking& Incentivize referrals - Exclusive on social media: FB, twitter, Google Plus - Social media facilitates persuasion & involvement Integrates with existing communities & social networks
  • 17. OZ FEST 2012-13 Digital Marketing PresentationIN-EVENT Maximize Participation…Oz Fest Treasure hunt: - Incentivize ‘check-ins’ through foursquare - Scan QR codes & ‘unlock’ offers / promos - Extend the campaign across ALL programs to unlock more clues & increase participation Real-time updates from audience & WOM
  • 18. OZ FEST 2012-13 Digital Marketing PresentationIN-EVENT The new VIP…Put the audience in control: - Encourage live tweets from the event - Give them the opportunity to provide their reviews & opinions on the performances - Jam sessions: No speakers, No panels… Just discussions. An open forum for audience to have real time conversations Reward & recognize an active audience
  • 19. OZ FEST 2012-13 Digital Marketing PresentationIN-EVENT Provide Exclusivity…Google Plus ‘hangout’:Give the audience a chance to interact with the musicians,celebrities of the event through video conferencing. Reward & recognize an active audience
  • 20. OZ FEST 2012-13 Digital Marketing PresentationThe Programs: CULTURAL BUSINESS •  Opening night concert •  Sectors •  Music theatre work   Tourism OZPerforming Arts shows Digital Channels FEST The   Education •    Energy & Resources •  Outdoor Light projection   Technology 2012-13 •  Music: contemporary & collaborations •  Thought exchange •  Visual arts exhibitions •  Networking •  Feature film launch •  Alliances & Partnerships •  Trans-media projects •  Promotions •  Writers’ delegations •  Heritage restoration
  • 21. OZ FEST 2012-13 Digital Marketing PresentationThe Choice of Digital Channels •  Event Microsite •  Facebook Fan page •  YouTube channel •  Twitter •  Google Plus •  LinkedIn •  Blogs •  Mobile website •  Mobile marketing (apps) •  Email marketing •  SEO & SEM •  Display advertising
  • 22. OZ FEST 2012-13 Digital Marketing PresentationEVENT MICROSITE Above image is for representation only. This is not intended as a design proposal
  • 23. OZ FEST 2012-13 Digital Marketing PresentationEVENT MICROSITE : Features •  Primary Digital channel for in-depth information   Complete programs info with categorization: Cultural & Business   City-wise calendar with location addresses & online map   Sale / Book tickets & passes   Online registration link (potential partners, sponsors, etc)   Scheduling: Alerts & “Remind me” feature   Social plug-ins & feeds to amplify participation & engagement   “Share” functionality for digital WOM   To feature contests & promos affiliated with the event   Invite feedback / reviews / suggestions   Post event updates: photos, videos, reviews
  • 24. OZ FEST 2012-13 Digital Marketing PresentationFACEBOOK FAN PAGE: Features•  Facebook is the largest & most active of the social networks. It’s also the most multimedia-friendly: text, pictures, audio, and video.   Create a fan page with details on the events   Provide exclusive content & offers: previews, free passes, give-aways   Run contests to popularize the event & for referrals   Build specific events tabs via facebook application   Post on event wall and send updates   Share your event on relevant Facebook pages and groups   Create apps that allow fans / attendees to notify, invite & tag their friends & thereby increase engagement
  • 25. OZ FEST 2012-13 Digital Marketing PresentationTWITTER: Features•  Twitter is a powerful tool to generate awareness and WOM buzz for events and stoke meaningful engagement among attendees   Create a Twitter account & integrate with microsite & social touch-points   Customize the Twitter profile page (branding)   Develop an event #hashtag   Start a countdown to events to build buzz   Exclusive offers via twitter: discounts / free passes   Encourage live tweets from various events   Artists, musicians announce their Twitter handles & invite interaction   Display a feed of all Twitter conversations on-site by projecting them on a wall or scrolling them on a television or computer screen
  • 26. OZ FEST 2012-13 Digital Marketing PresentationLINKEDIN: Features•  Two of the biggest benefits of LinkedIn: the community and question areas. Can be leveraged to establish the business capabilities, events & programs, speakers, etc
  • 27. OZ FEST 2012-13 Digital Marketing PresentationYOUTUBE: Features•  YouTube is a great channel to publish content, create a buzz and generate meaningful conversations   Develop a ‘branded’ YouTube channel   Enable sampling & familiarization: What to expect   Post exclusive trailers / previews of feature film, musical, performances   Use the “Event Dates” module to promote events on the YouTube channel   Invite attendees to post videos   Use the YouTube channel as a medium to seed ‘viral’ content: flashmob   Showcase vox-pop: reactions of audience to performances, seminars, street theatre, outdoor projections, musical collaborations, etc
  • 28. OZ FEST 2012-13 Digital Marketing PresentationMOBILE SITE: Features•  The WAP site will be a ‘lean’ version of the microsite   Can be packaged with the QR code campaign   Will showcase event information & optimized content   Feature contests, promos, freebies   Enable passes & ticket purchase   Download music / videos / wallpapers, etc   Can include Alerts, scheduler, notifications
  • 29. OZ FEST 2012-13 Digital Marketing Presentation
  • 30. OZ FEST 2012-13 Digital Marketing Presentation
  • 31. OZ FEST 2012-13 Digital Marketing Presentation OZ FEST 2012-13 DIGITAL MARKETING PRESENTATION THANK YOU