Outline Strategic Assessment Campaign Tactics Bringing it all together

Strategic Assessment

Campaign Tactics

Bringing it all together

Project Launch Brand or Product Competitive Landscape Target Audience Strategic Assessment

Brand or Product

Competitive Landscape

Target Audience

Product: Casablanca Casablanca Found! Casablanca The Movie! The story about the movie The story in the movie Goal: Drive ticket sales

Various Themes Romance Mystery War Casablanca: The Movie A story about love, and the sacrifices people make for it.

Various Themes

Romance

Mystery

War

I stick my neck out for nobody Lazlo, you take the tickets, and the woman I love. I'll stay here and face the enemy.

Many interested in this film regardless of the storyline. A 3 time Academy Award winner the day it opens. Casablanca: Found! News = Conversation

Many interested in this film regardless of the storyline.

A 3 time Academy Award winner the day it opens.

Conversation Analysis Identify Evaluate Join

Identify

Evaluate

Join

Identify The Conversation Research and identify core conversations Where are they? Who’s driving them?

Research and identify core conversations

Where are they?

Who’s driving them?

Evaluate The Conversation What's being said Film's history Restoration process Fashion in the film Disappearance a conspiracy? Level of influence & impact Reach over 2 Million Overall sentiment Positive Negative Mixed

What's being said

Film's history

Restoration process

Fashion in the film

Disappearance a conspiracy?

Level of influence & impact

Reach over 2 Million

Overall sentiment

Positive

Negative

Mixed

Join The Conversation Connect with influential communities based on individual drivers Key Influentials: Critics Classic Film Lovers Benefits Increased search engine rankings Generate early buzz

Connect with influential communities based on

individual drivers Key Influentials:

Critics

Classic Film Lovers

Benefits

Increased search engine rankings

Generate early buzz

Competitive Landscape Romantic comedy Light option for Valentine's Day Girls night in "Chick flick" on TNT Tivo it Iraq War film/Guy's movie Not a Date movie Casablanca is a romantic option for women; while still having entertainment for men --- a shared experience for Valentines day.

Romantic comedy Light option for Valentine's Day Girls night in "Chick flick" on TNT Tivo it Iraq War film/Guy's movie Not a Date movie

Primary Target Segments & Interests Influentials Classic Film Lovers College Students Critics Broad Target Couples 25-54 Gays 25-54 Singles 25-54 Rational Drivers Emotional Drivers Shared Activity Shared Experience Meet Someone Love & Connection Knowledge In the know Knowledge Discovery

Influentials Classic Film Lovers College Students Critics

Broad Target Couples 25-54 Gays 25-54 Singles 25-54

Strategic Positions Love & Connection Discovery A romance movie with guts News based on found prints

Tactical Overview

Timeline of Activities 8 different tactics covering all target audiences

News based on found prints Discovery

Document The Story As It Unfolds Electronic Press Kit included Immediate social marketing effort Documentary feel Warner Bros. voice Content Restoration Production Fashion Conspiracy Cast & Crew

Immediate social marketing effort Documentary feel Warner Bros. voice Content

Restoration

Production

Fashion

Conspiracy

Cast & Crew

Influential Outreach Provide interesting content ideas and assets for influentials Outreach for industry, film restoration, historical, and conspiracy conversations Extends throughout duration of movie run Estimated Reach: 2.1 Million +

Provide interesting content ideas and assets for influentials

Outreach for industry, film restoration, historical, and conspiracy conversations

Extends throughout duration of movie run

A Romance Movie With Guts Love & Connection

Making Big Sacrifices For Love Love requires sacrifice. As true today as when Casablanca was made . Shared by 3 main characters in the movie

Contest: Who can write the best personal ad declaring what they'd do for love?

How it works Entries posted to site 'Vote' button for all entries Top 10 vote getters are finalists Winner selected by celebrity couple like Brad Pitt and Angelina Jolie Winner announced on opening night in theaters via ScreenVision Prize: A free romantic vacation for 2

Entries posted to site

'Vote' button for all entries

Top 10 vote getters are finalists

Winner selected by celebrity couple like Brad Pitt and Angelina Jolie

Winner announced on opening night in theaters via ScreenVision

Prize: A free romantic vacation for 2

"Vote for me" widget

Campaign Benefits Direct tie to storyline of movie Database building with each entry Broad reach and appeal Celebrity-selected winner

Direct tie to storyline of movie

Database building with each entry

Broad reach and appeal

Celebrity-selected winner

Paid and Social Media Maximize budget with combination of paid and social outreach. Broad reach geo-targeted campaign to reach Couples, Singles, Gays, and Movie Enthusiasts. Male/Female Sites Portals Movies/Entertainment Travel Social Networks Contest Sites Estimated Reach: 9.5 Million

Maximize budget with combination of paid and social outreach. Broad reach geo-targeted campaign to reach Couples, Singles, Gays, and Movie Enthusiasts.

Male/Female Sites

Portals

Movies/Entertainment

Travel

Social Networks

Contest Sites

Estimated Reach: 9.5 Million

Movie Website

Website

Content Trailers Plot Synopsis Cast and Crew Photos Date Planner Blog Links to Pages on Contests Facebook Photos Singles Night Photobooth Gallery Influential interviews from the night of the screening EPK Site will be optimized for all key search terms.

Trailers

Plot Synopsis

Cast and Crew Photos

Date Planner

Blog

Links to Pages on Contests

Facebook Photos

Singles Night

Photobooth Gallery

Influential interviews from the night of the screening

EPK

Valentine's Day Promotion Leverage romance link to drive advance ticket sales

Leverage romance link to drive advance ticket sales

Valentine's Day 'Hint' Tool The perfect Valentine’s Day starts with an Email nudge.

Google Maps Mashup V-Day Planner Convenient one-stop-shop for Theaters and showtimes Nearby bars Romantic restaurants Flower shops

Convenient one-stop-shop for

Theaters and showtimes

Nearby bars

Romantic restaurants

Flower shops

Campaign Flow The Romance Generator. It takes a woman's idea, and transforms it into a man's idea.

Paid and Social Media Leverage media negotiated for "What would you do..." buy and rotate in additional messaging. Add planning and relationship sites/blogs. Relationship Women Social Networks Movies/Entertainment Invite sites Gift Sites Estimated Reach: 22 Million

Leverage media negotiated for "What would you do..." buy and rotate in additional messaging. Add planning and relationship sites/blogs.

Relationship

Women

Social Networks

Movies/Entertainment

Invite sites

Gift Sites

Estimated Reach: 22 Million

Matchmaker Promotion

Promotion on Match.com and eHarmony Members can see who's going in their area, and join Sponsorship with gin distributor Mobile coupon for free drink Help Singles Connect On Valentine's Day

Promotion on Match.com and eHarmony

Members can see who's going in their area, and join

Sponsorship with gin distributor

Mobile coupon for free drink

Partnership with Dating Sites Select theater hosts evening Gin drink sponsorship: Hosted bar aggregates members Mobile reminder of event Free drinks, No plans, Why not Estimated Reach: 1.5 Million

Select theater hosts evening

Gin drink sponsorship: Hosted bar aggregates members

Mobile reminder of event

Free drinks, No plans, Why not

Estimated Reach: 1.5 Million

Social Networks Profile Photo Contest

Change this ... ... to this. Changing profile image to Casablanca enters you into a drawing for 2 free tickets to the premiere.

Change this ...

Leverage Movie Groups Casablanca fan page - Contest details Additional film info Movie character images for profile photo use

Casablanca fan page - Contest details

Additional film info

Movie character images for profile photo use

Reappearing Images Casablanca characters popping up across social networks When someone asks, the participant is in the know.

Casablanca characters popping up across social networks

Paid and Social Media Social networks featuring prominent profile images Estimated Reach: 9 million+

Social networks featuring prominent profile images

The Premiere

Red Carpet Interviews Premiere happens in advance of the opening A-List attendance Ask, "What would you do for love?" Compilation of their responses posted to video sites Estimated Reach: 1 Million

Premiere happens in advance of the opening

A-List attendance Ask, "What would you do for love?"

Compilation of their responses posted to video sites

Opening And Beyond

Build and Continuation

Casablanca Movie Poster Photo Booth

Casablanca Movie Poster Photo Booth Put yourself in a Casablanca movie poster Photo Booth at select theaters Places your face into Casablanca movie poster

Put yourself in a Casablanca movie poster

Photo Booth at select theaters

Places your face into Casablanca movie poster

Drives To Social Networks Users get URL instead of prints Photos posted to Flickr and Facebook for retrieval Social environment promotes circulation: Easy place to download, tag and share. Generates awareness post opening weekend

Users get URL instead of prints

Photos posted to Flickr and Facebook for retrieval

Social environment promotes circulation: Easy place to download, tag and share.

Generates awareness post opening weekend

Movie Dialogue Ringtones

Mobile Is Viral Hot Button Easy to share and forward Tight connection to user; always with them, frequently played How many people hear a given ringtone in 1 week?

Easy to share and forward

Tight connection to user; always with them, frequently played

How many people hear a given ringtone in 1 week?

Movie Dialogue Ringtones Distribute to early-adopting fans to spread the word audibly via mobile

Distribute to early-adopting fans to spread the word audibly via mobile

Ringtone Distribution Target Audience Movie Forums Social Network Movie Groups Movie Sites "Ringtone" Search Estimated Reach: 500K

Target Audience

Movie Forums

Social Network Movie Groups

Movie Sites

"Ringtone" Search

Estimated Reach: 500K

Bringing It All Together

Campaign Overview

Media Overview

Budget Summary TOTAL REACH 26.1 Million

TOTAL REACH 26.1 Million

Contingency Plan

Contingency Plan Extend “What would you do for love?” Spin into social cause marketing (kids, families, seniors) Broadcast show tie in, celebrity tie-in, women's communities Leverage hype around people wanting to make a difference and contribute Sharing the love - whatever your interest is - green, cancer, the environment, kids, your own family Documentary Track the remarkable story around the lost and found film on video Music tie in Top Warner artist covers “As Time Goes By” Duet featuring top R&B performer and Sam’s original track Kids Extend interest to kids and release special edition DVD with Bogart cartoons

Extend “What would you do for love?”

Spin into social cause marketing (kids, families, seniors)

Broadcast show tie in, celebrity tie-in, women's communities

Leverage hype around people wanting to make a difference and contribute

Sharing the love - whatever your interest is - green, cancer, the environment, kids, your own family

Documentary

Track the remarkable story around the lost and found film on video

Music tie in

Top Warner artist covers “As Time Goes By”

Duet featuring top R&B performer and Sam’s original track

Kids

Extend interest to kids and release special edition DVD with Bogart cartoons

"Louis, I think this is the beginning of a beautiful campaign."

The Beginning Doug Schumacher Jennifer Sparks Founder/Creative Director Director VP/Strategic Planning doug@basement-inc.com jennifer@basement-inc.com 310-928-3150 310-928-3154 Basement, Inc. www.basement-inc.com 1610 Broadway Santa Monica, CA 90404