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Oz fest digital marketing strategy
Oz fest digital marketing strategy
Oz fest digital marketing strategy
Oz fest digital marketing strategy
Oz fest digital marketing strategy
Oz fest digital marketing strategy
Oz fest digital marketing strategy
Oz fest digital marketing strategy
Oz fest digital marketing strategy
Oz fest digital marketing strategy
Oz fest digital marketing strategy
Oz fest digital marketing strategy
Oz fest digital marketing strategy
Oz fest digital marketing strategy
Oz fest digital marketing strategy
Oz fest digital marketing strategy
Oz fest digital marketing strategy
Oz fest digital marketing strategy
Oz fest digital marketing strategy
Oz fest digital marketing strategy
Oz fest digital marketing strategy
Oz fest digital marketing strategy
Oz fest digital marketing strategy
Oz fest digital marketing strategy
Oz fest digital marketing strategy
Oz fest digital marketing strategy
Oz fest digital marketing strategy
Oz fest digital marketing strategy
Oz fest digital marketing strategy
Oz fest digital marketing strategy
Oz fest digital marketing strategy
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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

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