Populous Media Partners - Capabilities Presentation
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Populous Media Partners - Capabilities Presentation



Populous Media Partners is a cross-platform marketing agency that specializes in social media, mobile marketing, public relations and branded entertainment....

Populous Media Partners is a cross-platform marketing agency that specializes in social media, mobile marketing, public relations and branded entertainment.

We focus on the strategic development and creative implementation of campaigns that generate awareness, influence opinion, build brand consideration, and drive purchase intent. We combine emerging technologies with traditional marketing tactics to maximize results for our clients … online, in-store, or in business-to-business environments.



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Populous Media Partners - Capabilities Presentation Presentation Transcript

  • 1. Beverly Hills, California (310) 388-4840> Social Media | Mobile Marketing | Public Relations | Branded Entertainment 1
  • 3. OVERVIEWPopulous Media Partners is a cross-platform marketing agency thatspecializes in social media, mobile marketing, public relations, and brandedentertainment.We focus on the strategic development and creative implementation ofcampaigns that generate awareness, influence opinion, build brandconsideration, and drive purchase intent. We combine emerging technologies with traditional marketing tactics to maximize results for our clients online, in-store, in the media, at events or in business-to-business environments. 3
  • 4. DIFFERENTIATIONCross-industry insights gained through 50 years ofcombined experience enable us to help clients extendaudience reach, grow market share, and identifyopportunities that may have been previouslyunderdeveloped or quite simply, overlooked.Our team members have created and activated 500+campaigns for such companies as Monster EnergyDrink, Nike / Brand Jordan, GeneralMotors, Sprint, Showtime Networks, Polaroid, KennethCole, Purina, Activision, Guitar Center, Eminem, JustinTimberlake, Linkin Park, Enrique Iglesias, Prince, and manyother brands and personalities.Our campaigns have been featured in more than 100 newsarticles and textbooks, and have earned more than 30marketing, public relations, Internet and entertainmentindustry awards. 4
  • 5. > SOCIAL MEDIA 5
  • 6. SOCIAL MEDIA CAPABILITIESWe develop Social Media programs thatenable brands to communicate with theiraudience in a manner that isrelevant, credible, consistent andmeasurable.We continually monitor the ever-changinglandscape of social networks.We keep our clients informed of the mosteffective means by which to build andmanage an engaged online community ofbrand advocates, customers, influencers andprospects. 6
  • 7. SOCIAL MEDIA SPECIALTIES• Social Media Strategy• Concept, Creation and Development of Social Promotions (Live Broadcasts, Sweepstakes, Contests, Surveys, Virtual Games and more)• Copywriting and Content Creation• Asset Design, Programming and Maintenance (Applications and Custom Facebook Tabs)• Social Media Influencer Outreach• Community Development and Management• Social Customer Service• Social Media Immersion Seminars• Blog Development, Engagement and Outreach• Social Media and Technology Trend Reports• Social Networks Evaluation, Measurement and Reporting 7
  • 9. MOBILE MARKETING CAPABILITIESPopulous Media Partners provides clients with the knowledge, expertise and technicalcapabilities to benefit from the evolving and powerful world of mobile media marketing. • By the end of 2011, over half of all Americans will have a smart phone • The favorite behavior of 76% of those individuals will be social networking • 50% of those individuals will use their mobile device for web-based search • Only 21% of large online advertisers have a mobile optimized website 9
  • 10. MOBILE MARKETING SPECIALTIES• Mobile Marketing Strategy• Mobile App Concept• Design and Programming (Devices, Tablets, Social)• Mobile Web Design• Programming and Optimization• Mobile Promotions (Text to Download, QR Codes, Sweepstakes, Location- based, etc.)• Mobile Media Planning and Buying• SMS (Text) Advertising and Promotion 10
  • 12. PUBLIC RELATIONS CAPABILITIESPopulous Media Partners team members have created andimplemented dozens of award-winning print, broadcast and Internetpublic relations campaigns for domestic and international clients. • Public Relations, as an industry, has gone through a rapid evolution as a result of the web and its social networks • Historically, mass media delivered the message to the masses, today the masses decide on which messages to consume and from which media • While online news channels have become a major conduit to B2C and B2B audiences, traditional media (television, print and radio) continues to play a significant role as a primary source of news and information • Public Relations plays an increasing role of importance in creating, placing and distributing ‘newsworthy’ content in the mediums that influence audiences, quickly and efficiently 12
  • 13. PUBLIC RELATIONS SPECIALTIES• Strategic and Creative Campaign Development• Media Asset Development• Media Outreach / Media Relations• Media Events and Press Conferences• Media Training• Executive / Thought-leadership Visibility• Speakers Bureau Placement• Web Site Content Development• Video Production• Media Coverage Monitoring, Reporting Analytics 13
  • 15. BRANDED ENTERTAINMENT CAPABILITIESBranded Entertainment is a marketing strategy that integrates brands withentertainment channels to create positive associations, engage consumers, andincrease sales.Since 1998, Populous Media Partners team members haveconceptualized, developed, sold and activated branded entertainment programsworth more than $150,000,000.The secret to our success is having worked on all sides of the equation –representing the entertainment property or artist as well as the brand marketer – todevelop and activate a program that ‘truly works’ for the participating partners aswell as the consumer. 15
  • 16. BRANDED ENTERTAINMENT SPECIALTIES Program Activation Management Music Endorsements Licensing Branded Retail Entertainment Promotions Online & Gaming Events Sweepstakes & Contests 16
  • 17. > CASE STUDIES 17
  • 18. > SOCIAL MEDIA & ONLINE 18
  • 19. POLAROID – LADY GAGA LIVE BROADCASTPartnered with UStream to create an online live broadcast promotion unveiling Lady Gaga’sPolaroid Grey Label productExecuted blogger outreach surrounding the event and landed 30+ articles in major creative outletsincluding: Idolator, DesignMilk, Nowness, PetaPixel, and StarpulseRESULTS • Grey Label became the 6th most popular topic on Twitter, Worldwide • Polaroid was mentioned more than once per second on Twitter, 4X more than President Obama • 18,000+ Polaroid tweets in first 24 hours o 90% of these tweets also mentioned Grey Label product o 8,000 Polaroid tweets in 2 hours during webcast • Polaroid’s Twitter following grew 10% in one day • 700% increase in daily Facebook like additions 19
  • 20. POLAROID – STING FACEBOOK PROMOTIONASSIGNMENT• Increase Polaroid Facebook ‘likes’ and engagementutilizing exclusive Sting video contentRESULTS• Ran “like-gated” cross-promoted sweepstakes onPolaroid and Sting’s Facebook pages• Increased Polaroid fans by 65k in one month 20
  • 21. THE ALL-AMERICAN REJECTS – GILLETTEASSIGNMENT:• Integrate Gilette organically within The All-American Rejects pre-performance lifestyleACTIVATION:• Activated the Gillette Uncut online branded entertainment promotion with The All- American Rejects• Included conceptualization and management of online publicity and promotion programs• Managed the AAR storyline in the “Uncut” 30-minute TV special for Fuse network and multiple online channelsRESULTS:Assisted in the development of a “7-figure” online media buy to promote theprogram, which generated 170,000,000 impressions:• YouTube Video: 29MM-218MM Impressions• Pandora: 12MM-37MM Impressions• Spin: 22MM-34MM online Impressions, 20MM print Impressions, Additional Viral Impressions• Jambase: “Gigs Worth Shaving For” for 7MM Impressions 21
  • 22. BUSINESS GENOME® PROJECTThe Business Genome® project is a revolutionary view of business innovation and hasbeen developed to change the way businesses adapt and succeed in today’s rapidlyevolving environment. Populous Media was retained to create and implement theoverall marketing program, including the release of the business book “Find Your Next”which describes the project and how it works. Populous Media work included:• Comprehensive communication plan, all sales and marketing collateral and press kit• Created Business Genome Social Networks o 224% increase in Twitter followers in one month o 99% increase in Facebook ‘likes’ in one month o Developed custom Facebook landing page collecting content to e-mail database• Authored, architected and launched official website BusinessGenome.com• Authored, architected and managed weekly newsletter member acquisition and distribution• Conducted and managed all media relations including McGraw Hill Publications securing coverage with BusinessWeek, Wired, Fast Company, and several dailies• Created and activated Citibank VIP symposiums in NYC, LA and SF attended by C-Level executives of Fortune 500 companies and leaders in business innovation• Created and implemented sales program which pre-sold over 6,000 books 22
  • 23. “DIPLOMACY & DIAMONDS” / JOANNE HERRINGJoanne King Herring, a Texas socialite and political activistportrayed by Julia Roberts in “Charlie Wilson’s War,” retainedPopulous Media Partners to manage the marketing of her Best-Selling memoir and national book tour.ASSIGNMENT• Developed social media, publicity and bulk book sales strategies• Managed development of publicity documents, photos, videos and online assets• Managed web site development and social media activation• Managed 3 PR firms and booked national TV interviews• Developed book tour and managed logistics with all entities• Coordinated communications with publisher, book retailers, bulk booked sales brokers• Coordinated client travel schedule• Created and managed campaign budgetRESULTS• Book became a Best Seller• Sold-out book symposiums and special events• Media coverage on CNN, Fox & Friends, Fox Shows Huckabee, Hannity, Greta Van Susteren , Lou Dobbs, Wall Street Journal, The New York Observer, dozens of local market print and broadcast interviews, and mentions on hundreds of web sites and blogs CNN’s Ali Velshi interviews Joanne King Herring 23
  • 25. MOBILE PRODUCTION: QR CODE – FIND YOUR NEXT™Populous Media Partners developed the QR Code strategy for the book Find Your Next™. We also created all of the content andmanaged the production of the QR Codes as it was developed by McGraw Hill Business Publications. Further, we worked withBusiness Genome® technology teams to activate the Diagnostic Survey program on all mobile devices. 25
  • 26. MOBILE PRODUCTION: BLUE FLY & NESCAFE Creative design and development of mobile Creative design and development of mobile landing pages in support of QR Code landing pages in support of mobile media television campaign sampling campaign 26
  • 27. MOBILE PRODUCTION: YAMAHACreative design and development ofiPhone, iPad and Android Apps 27
  • 28. MOBILE PRODUCTION: MAZDA AND THOR THE MOVIEDevelopment of HTML 5 Rich MediaMobile Ad Unit 28
  • 30. GENERAL MOTORS – CONSUMER TEST TRACKASSIGNMENT• Identify a venue in Las Vegas to promote and publicize General Motors vehiclesDESCRIPTION• Conceived the nation’s first Automotive Test Track that was open to the public. This $25-million endeavor was conceived by our team with Event Link and purchased by General Motors• Featured a performance track, off-road track, product showroom, consumer lounge and meeting facilitiesDEVELOPMENT, ACTIVATION & RESULTS• Acquisition of property rights and county permits; recruitment of operational team, media relations, marketing alliances with casino resorts and other entities, Congressional Recognition, County and City Proclamations• Sale of nearly 100 vehicles to government entities, casinos and related partners• Secured media coverage in USA Today, Wall Street Journal, LA Times, and dozens of automotive publications and websites 30
  • 31. SPRINT – B2B CONSUMER FLAGSHIPASSIGNMENT• Secure Las Vegas Monorail’s Convention Center Station as a ‘flagship’ sponsorship venue to promote and publicize Sprint brand and productsDESCRIPTION• A $50-million endeavor conceived by our team members, purchased by Sprint.• Conceptualized with CEO, CMO, COO Sprints Flagship Consumer Venue and Corporate Meeting Facility• Consulted with and managed architectural and construction teams, including government permitting and liaison with local business entities• Considered by Sprint to be as beneficial as their NASCAR and NFL sponsorshipsDEVELOPMENT, ACTIVATION & RESULTS• Consumer brand showcase, retail facilities, cyber lounge, corporate and client meeting facilities, and a Sprint branded monorail train• Acquisition of property rights and permits, state & county lobbying, acquisition, recruitment of architect and construction teams, media relations implementation, marketing alliances, acquisition of hundreds of corporate clients and individual subscribers• Coordinated business transactions with CEOs of major conventions including CES, SEMA, CTIA and several others• Conceptualized, implemented and managed launch PR campaign featuring coverage in the NY Times, Wall Street Journal, USA Today, Good Morning America, CNN, hundreds of websites, and dozens of television and radio news programs, newspapers, and magazines throughout the U.S. 31
  • 32. SUNRGIASSIGNMENT• Create and implement a media relations campaign to publicize the world’s first technology to provide solar generated electricity at the price of fossil fuelsDEVELOPMENT & ACTIVATION• Created the opportunity to unveil the technology at the National Energy Marketer’s Association Global Forum in Washington, D.C.• Developed the comprehensive website complete with video animations in 10 days• Secured premiere showcase at NextFest in ChicagoRESULTS• Google’s #1 most referred website in one day• 600+ Broadcast, Print and Internet news stories in a four week period, including a feature story in USA Today, The Associated Press, Reuters, Entertainment Tonight, CNN, etc.• The campaign generated 327 direct sales leads 32
  • 33. DESERT XPRESSASSIGNMENT• Create and implement a media relations campaign to publicize the DesertXpress High SpeedTrain system prior to commencement of constructionDEVELOPMENT & ACTIVATION• Capitalized on the systems’ receipt of a Draft Environmental Impact Statement from multiple government agencies• Communicated the significance of this DEIS to primary media in target markets• Worked with government relations agencies to secure support from key congressional leaders• Recruited government leaders to act as media spokespersons on behalf of the system• Developed, implement and managed a comprehensive media relations campaignRESULTS• Secured Senate Majority Leader Harry Reid, US Department of Transportation Secretary Ray LaHood, and the mayors of Las Vegas and Victorville to support the system• Secured 131 Broadcast, Print and Internet news stories in a two week period, including The Associated Press, Reuters, LA Times, Fox Network News and 26 local television network affiliates 33
  • 35. JANE’S ADDICTION – LG & GUITAR CENTER• The world’s first, user-generated 3D concert• Created promotional campaigns for Jane’s Addiction’s first album in 8 years• Helped facilitate induction into Guitar Center’s “Rock Walk’ (Hall of Fame)• Created and activated national online video and retail point-of- purchase promotion to award an opportunity for ‘unsigned’ band to become opening act for Jane’s tour• Secured LG as a sponsor and created and activated the world’s first, user-generated 3D concert and documentary (100 fans used LG phones to provide video content from which the program was created)• Documentary viewed by more than 1-million people online 35
  • 36. SLASH – GUITAR CENTERCreated, negotiated, activated national online artistsubmission, skill-based contest offering an unsigned band orguitar player an ultimate career-altering opportunity through apartnership with one of the world’s greatest guitarists, Slash.THE PRIZE• Trip to Los Angeles to record a 3-song demo with producer Mike Clink THE RESULTS – 80,000,000 impressions in 90-days (Mötley Crüe, Guns ‘N’ Roses, Megadeth) •More than 12,000 bands entered the contest• Slash wrote, performed and recorded on winning band’s single •Guitar Center Direct Mail Buyers Guide - Announcement, 3 months• $10,000 in new gear and endorsement deals from Ernie Ball and Music (3.6-million mailed) Man •Guitar Center Direct Mail Buyers Guide – Winner, 1 month (1.2-million• $10,000 Guitar Center shopping spree mailed)• Feature of the band’s single on iTunes •GuitarCenter.com Promotion – 1 month (3-million unique visitors)• A feature story in Guitar World Magazine •Guitar Center Credit Card Insert – 100,000 credit card statements •Guitar Center In-Store Audio Promotion – 40,000 plays per month for 3 months •Guitar Center Point-of-Purchase Materials - 8,000,000 impressions Ernieball.com – 3 months (1-million unique visitors) •Radio Promotion – 6,000 mentions on 300 stations in 124 markets •Publicity – 20,000,000 impressions •E-mail Blast – 1,400,000 click-throughs •Slash’s CD available for In-store purchase at all Guitar Center stores 36
  • 37. SLASH - MONSTER ENERGY NATIONAL RETAIL PROMOTIONCreated and activated a national online, special event, and retailcampaign to cooperatively promote Slash’s new album and generateincremental sales of Monster Energy DrinkCAMPAIGN COMPONENTS• $3,000,000 in activation• POP displays in 50,000 retail stores• Imagery on 20-million+ cans and packs• Viral film distribution and micro-site promotions• Free download codes on all 4-packs and individual cans• Sweepstakes to attend private concert in Los Angeles• Downloadable photos, ring-tones, etc. on MonsterEnergy.com• Product placement in Fergie/Slash music video “Beautiful Dangerous” (2.8 million views)RESULTS• Album debuted #3 on the Billboard 200 chart• 5,000,000 Social Media “Likes” in just 90 days• Increased Monster sales ‘significantly’ year-over-year (actual figures are confidential) 37
  • 38. ACTIVISION – CALL OF DUTY MODERN WARFARE 2Call of Duty’s Modern Warfare 2 was the biggest video game title ofits time, thanks in part to this. We brokered the sponsorship dealbetween Activision and Monster Energy with an unprecedentedretail promotion: • 53,749 retail store displays across the United States • On-pack and online sweepstakes • Exclusive online content downloads • Exclusive consumer launch event in Wal-Marts • Unprecedented consumer views and media values: o Retail Store Signage Views: 322,492,000 o Retail Store Media Value: $9,674,760 media value o Co-Branded Packages: 15,280,712 o Co-Branded Package Media Value: $764,035 38
  • 39. MONSTER ENERGY DRINKASSIGNMENTIdentify and secure entertainment sponsorships that appeal to themass consumer 18 to 45 demographic.DEVELOPMENT & ACTIVATIONLinkin Park Projekt Revolution Tour• Can-in-Hand On-Stage “Spotlight” Moment• Backstage VIP Events• Trade PromotionsLinkin Park Internet Widget• Exclusive Internet Partner• Consumer Sweepstakes• Music Video Product Placement• Online Music RightsLinkin Park Retail Merchandising• Product Sampling in Club Tattoo Studios• Co-branding on Linkin Park merchandiseLas Vegas Monorail• Experiential Marketing• Exclusive Beverage ConcessionRESEARCH & DEVELOPMENT OF OPPORTUNITIES• Television• Internet Games• Celebrity Affiliation• Special Events 39
  • 40. THE MIRAGE HOTEL & CASINO LAS VEGASASSIGNMENTRetained by The Mirage to identify a ‘really cool’ music event thatwould generate considerable awareness, publicity and notoriety for theproperty as part of their partnership with Rolling Stone Magazine and its annualHot Issue Party.Activated the event/sponsorship with the following:• A live performance by multi-platinum band, Weezer• Post performance after party and media interviews• Helped secure a 4-page editorial spread in Rolling Stone (1.5 million circulation)• Extensive online integration on RollingStone.com, Mirage.com and through email blasts (5.5 million online impressions)• Multiple email blasts to Mirage, Roling Stone and Weezer Fans• Print, radio and outdoor ads in LA, SF, SD and PHX media markets• On-site signage: exterior, in-room video, external marquee• On-site media relations and interview management 40
  • 41. GUITAR CENTER “SESSIONS” ON DIRECT TVWe transformed Guitar Center Sessions from an online entity to abranded TV show, that helped DIRECTV launch a new 3D channel.We positioned Guitar Center Sessions as “the true character behind theiconic band” including live Q & A between the show’s host, talent andaudience, as well as live performances in the famed Hollywood VintageRoom at the Los Angeles-based Guitar Center on Sunset Boulevard.Performers have included Peter Gabriel, Blondie, Jane’s Addiction, TheCult, Weezer, Bush, Peter Frampton, and others.We helped develop all marketing for the program including:• Promotional messaging on GuitarCenter.com home page• Email blasts to 1.4-million consumers• Viral Video, Blogs, Web Sites creating 10+ million impressions• Publicity (Wall Street Journal, Billboard, RollingStone, Spin, USA Today) generating 50-million impressions• Direct mail and credit card inserts to 1.5-million consumers• In-store signage in 214 stores• In-store audio broadcasts and store front signage generating 10+ million impressions 41
  • 42. ENRIQUE IGLESIASRELEASE OF AN EXCLUSIVE DELUXE VERSION OF THE EUPHORIA ALBUMAs part of the exclusive campaign, Target promoted the album in a radio, TV,online and print campaign. • Media Objective: generate awareness to drive traffic & sales • Media Strategy: layer timely, relevant mass media to build reach quickly at street date. Prioritize media that allows for content sampling • Media Metrics: planned external media impressions is 30MM+ AZZARO COLOGNE Enrique Iglesias in partnership with Azzaro fragrance created a marketing campaign using the following platforms: • Print campaign (indoor and outdoor) including billboards, magazines, newspapers, trades, posters, direct mail, flyers, company website, viral distribution, in-store / point of sale advertising • Internet promotion featured making of video that ran exclusively on Azzaro websites 42
  • 43. GLAXOSMITHSKLINE – SOMEONE TO LEAN ON• Lonnie Ali is the wife of Muhammad Ali and an outspoken activist bringing awareness to Parkinson’s disease and research• We partnered Mrs. Ali with GlaxoSmithKline to launch a national campaign in support of Parkinson’s caregivers 43
  • 44. JILL WAGNER – MERCURY• Jill Wagner was named the spokesperson for Mercury• The popular print and television campaigns featured Wagner as “The Mercury Girl” and ran for five years 44