+                          Q&A                        Marketing                        CampaignSunday, August 21, 11
OBJECTIVES            Create a successful marketing campaign using            Livestream & Facebook to facilitate a live  ...
GOALS                        •   Develop relationships with pre-existing audience                            to create eng...
TIMELINE                        • September 15 - 30: Pre-Buzz Social                          Campaign                    ...
WHAT WE NEED                        • Rum Diaries Facebook Page                        • Custom Facebook / Livestream appl...
TARGET    • Johnny Depp Fans    • Hunter S. Thompson Fans    • 18-55 year old femalesSunday, August 21, 11
AWARENESS                    • Create a contest and launch a Facebook                        application                  ...
PRE-BUZZ CAMPAIGN                    •   Social contest in which the winner would get a 2                        1/2 minut...
PROMOTIONSunday, August 21, 11
LOOK & FEELSunday, August 21, 11
LOOK & FEELSunday, August 21, 11
HOW THIS WORKSSunday, August 21, 11
BENEFITS                        •   Broadcast Live-Online Event                        •   Promotion to drive viewership t...
PRODUCTIONSunday, August 21, 11
BUDGET                        • Livestream Production: $25,000 - $30,000                        • Facebook Advertising: $5...
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The Rum Diary Facebook & Livestream Real-Time Event Proposal

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This is a proposal that I put together for the launch of Jonny Depp's The Rum Diary. Unfortunately, this project wasn't accepted due to time restrictions but I figured to at least share it for others to take insight from. Hope this helps you in your next pitch!

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The Rum Diary Facebook & Livestream Real-Time Event Proposal

  1. 1. + Q&A Marketing CampaignSunday, August 21, 11
  2. 2. OBJECTIVES Create a successful marketing campaign using Livestream & Facebook to facilitate a live broadcast questions & answers session with Johnny Depp.Sunday, August 21, 11
  3. 3. GOALS • Develop relationships with pre-existing audience to create engaging content for The Rum Diary • Drive awareness and ticket sales for release • Drive “likes” to Facebook fan pages • GKFilms • FilmEngineSunday, August 21, 11
  4. 4. TIMELINE • September 15 - 30: Pre-Buzz Social Campaign • October 1-14: Launch Engagement Contest • October 15-25: FB/LS Q&A Session • October 28: Rum Diary ReleaseSunday, August 21, 11
  5. 5. WHAT WE NEED • Rum Diaries Facebook Page • Custom Facebook / Livestream application • Facebook advertising • Livestream live broadcast productionSunday, August 21, 11
  6. 6. TARGET • Johnny Depp Fans • Hunter S. Thompson Fans • 18-55 year old femalesSunday, August 21, 11
  7. 7. AWARENESS • Create a contest and launch a Facebook application • Enable fans to create user-generated content that highlights and brings attention to The Rum Diary release • Allow fans to engage through YouTube, Facebook and TwitterSunday, August 21, 11
  8. 8. PRE-BUZZ CAMPAIGN • Social contest in which the winner would get a 2 1/2 minute one-on-one with Johnny Depp in the overall Q+A session • The Popularity of both Johnny Depp and Hunter S. Thompson would generate massive online buzz • The campaign would also be seeded to Journalists and Bloggers to amplify the social effect • We will be tracking #RumDiary tweets, FB likes and Youtube videos across the campaignSunday, August 21, 11
  9. 9. PROMOTIONSunday, August 21, 11
  10. 10. LOOK & FEELSunday, August 21, 11
  11. 11. LOOK & FEELSunday, August 21, 11
  12. 12. HOW THIS WORKSSunday, August 21, 11
  13. 13. BENEFITS • Broadcast Live-Online Event • Promotion to drive viewership to movie Release • Increased customer engagement and appointment viewing for fans by using live, streaming content • Buzz & excitement of “live” moments • Social media gains: fans watch while logged on to social networks -- simultaneously post, tweet, and chat • ‘Brand time’: average session times typically between 15-25 minutes • Consumer connections and data: valuable social relationships with fans in exchange for free access to the livestreaming content ( Email, Registration, Facebook Like) • Increase in Facebook fansSunday, August 21, 11
  14. 14. PRODUCTIONSunday, August 21, 11
  15. 15. BUDGET • Livestream Production: $25,000 - $30,000 • Facebook Advertising: $5,000 - $10,000 • Social Media Marketing: $5,000 - $7,500Sunday, August 21, 11

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