Campaign Rio

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Advertising Campaign for Rio - The Movie. Presentation was delivered to Communication 654 at Liberty University to Dr. Schwartz.

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Campaign Rio

  1. 1. Rio Campaign<br />
  2. 2. Preview<br />Explanation<br />Research<br />Target<br />Creative<br />Strategy<br />What would we change<br />Conclusion<br />
  3. 3. Portfolio<br />
  4. 4. What is Rio?<br />When Blu, a domesticated macaw from small-town Minnesota, meets the fiercely independent Jewel, he takes off on an adventure to Rio de Janeiro with this bird of his dreams. <br />
  5. 5. Research <br />18-35 – College and Graduates – Male and Female – No Kids<br />
  6. 6. Target<br />CheeRIOs<br />CuRIOus<br /><ul><li>24-35
  7. 7. Male or Female
  8. 8. Curious about Rio
  9. 9. College Graduate
  10. 10. Loves Humor
  11. 11. 18-24
  12. 12. Male and Female
  13. 13. Interested in Humor
  14. 14. College
  15. 15. Generally likes animals</li></li></ul><li>Creative Strategy<br />“A little bird told me…”<br /><ul><li>Buzz Marketing
  16. 16. Twitter
  17. 17. Facebook
  18. 18. Blog</li></li></ul><li>Objective<br />Influence the HSX through a positive campaign.<br />
  19. 19. The Plan — #rio<br />
  20. 20. Created a Twitter<br />
  21. 21. Followers<br />
  22. 22. Monetizing<br /><ul><li>Bought 19,000 Share in Rio
  23. 23. Stock started going up with the Twitter mentions.</li></li></ul><li>HSX<br />Monetizing<br />
  24. 24. But then…<br /><ul><li>Rio went from $131.50 per share to $100.50 per share in one week.
  25. 25. We lost $450,000</li></li></ul><li>Tracing What Happened…<br />But What Happened?<br />
  26. 26. Hollywood $ vs. Real $<br />“A little bird told me…”<br />“Sales. Sales. Sales.” are what matter.<br />Rio had the largest weekend opening for 2011 and led the box office the 2nd weekend. <br />
  27. 27. Hollywood $ vs. Real $<br />“Sales. Sales. Sales.” are what matter.<br />We may have lost the Hollywood war – but Sales did go up.<br />In real life, Fox News Corporation (Rio) NASDAQ:NWS did go up.<br /><ul><li>2nd weekend
  28. 28. Rio Movie</li></li></ul><li>Hollywood $ vs. Real $<br />So did our campaign work?<br />If you want to measure Hollywood dollars?<br />Nope<br />If you want to measure real dollars?<br />Yep - Maybe<br />But what would we change if we could do it all over again with a bigger budget?<br />
  29. 29. Objectives for “Would Have”<br />Objectives<br /><ul><li>Use social media to gain 10,000 Twitter followers per month to increase our market share
  30. 30. See Box Office sales maintain top three spots for 5-7 weeks.
  31. 31. Drive Web traffic by 35% to Rio’s website for the 2011 Spring Quarter. </li></li></ul><li>Facebook Tickets<br /><ul><li>Get Your Tickets online at Facebook. Simple!</li></li></ul><li>#Rio on Billboards<br />Why Twitter?<br />#Rio<br /><ul><li>Drive Traffic to Twitter – Influence HSX</li></li></ul><li>#Rio on Billboards<br />#Rio<br />#Rio<br /><ul><li>Drive Traffic to Twitter – Influence HSX</li></li></ul><li>#Rio on Billboards<br />#Rio<br />#Rio<br /><ul><li>Drive Traffic to Twitter – Influence HSX</li></li></ul><li>Fandango Advertisement<br /><ul><li>PlaceAd in Magazines
  32. 32. Drivetarget to Fandango
  33. 33. Sweepstake
  34. 34. Purchase tickets online
  35. 35. Watch Trailer
  36. 36. CreateBuzz</li></ul>#Rio<br />
  37. 37. Angry Birds Partnership<br />#Rio<br /><ul><li>From Classic Game to Great Movie</li></li></ul><li>Angry Birds Partnership<br />Integration<br /><ul><li>Social-Gaming app, “Angry Birds Rio” to promote movie straight to Fandango.com app to purchase ticket.</li></ul>#Rio<br />
  38. 38. B2B with Theatres<br />Integration<br /><ul><li>B2B marketing with Regal Entertainment Group and Cinemark
  39. 39. Offer a FREE small popcorn or small beverage when purchasing a Rio ticket via Fandango.com</li></li></ul><li>Groupon<br />Integration<br /><ul><li>Special Rio Movie Ticket Deal
  40. 40. Launch two weeks after movie released to keep sales up.</li></li></ul><li>Review<br />Explanation<br />Research<br />Target<br />Creative<br />Strategy<br />What would we change<br />Conclusion<br />

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