Casablanca Basement Presentation
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Casablanca Basement Presentation Presentation Transcript

  • 1.  
  • 2.  
  • 3.  
  • 4. Outline
      • Strategic Assessment
      • Campaign Tactics
      • Bringing it all together
  • 5. Project Launch
      • Brand or Product
      • Competitive Landscape
      • Target Audience
    Strategic Assessment
  • 6. Product: Casablanca Casablanca Found! Casablanca The Movie! The story about the movie The story in the movie Goal: Drive ticket sales
  • 7.
    • Various Themes
      • Romance
      • Mystery
      • War
    Casablanca: The Movie A story about love, and the sacrifices people make for it.
  • 8. 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.
  • 9.
    • Many interested in this film regardless of the storyline.
    • A 3 time Academy Award winner the day it opens.
    Casablanca: Found! News = Conversation
  • 10. Conversation Analysis
      • Identify
      • Evaluate
      • Join
  • 11. Identify The Conversation
      • Research and identify core conversations
      • Where are they?
      • Who’s driving them?
  • 12. 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
  • 13. 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
  • 14. 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.
  • 15. 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
  • 16. Strategic Positions Love & Connection Discovery A romance movie with guts News based on found prints
  • 17. Tactical Overview
  • 18. Timeline of Activities 8 different tactics covering all target audiences
  • 19.  
  • 20. News based on found prints Discovery
  • 21. 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
  • 22. 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 +
  • 23. A Romance Movie With Guts Love & Connection
  • 24. Making Big Sacrifices For Love Love requires sacrifice. As true today as when Casablanca was made . Shared by 3 main characters in the movie
  • 25.  
  • 26. Contest: Who can write the best personal ad declaring what they'd do for love?
  • 27.  
  • 28. 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
  • 29. "Vote for me" widget
  • 30. Campaign Benefits
    • Direct tie to storyline of movie
    • Database building with each entry
    • Broad reach and appeal
    • Celebrity-selected winner
  • 31. 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
    •  
  • 32. Movie Website
  • 33. Website
  • 34. 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.
  • 35. Valentine's Day Promotion
    • Leverage romance link to drive advance ticket sales
  • 36.  
  • 37. Valentine's Day 'Hint' Tool The perfect Valentine’s Day starts with an Email nudge.
  • 38. Google Maps Mashup V-Day Planner
    • Convenient one-stop-shop for
    • Theaters and showtimes
    • Nearby bars
    • Romantic restaurants
    • Flower shops
  • 39. Campaign Flow The Romance Generator. It takes a woman's idea, and transforms it into a man's idea.
  • 40. 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
    •  
  • 41. Matchmaker Promotion
  • 42.
      • 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
  • 43. 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
    •  
  • 44. Social Networks Profile Photo Contest
  • 45.
    • Change this ...
    ... to this. Changing profile image to Casablanca enters you into a drawing for 2 free tickets to the premiere.
  • 46. Leverage Movie Groups
      • Casablanca fan page - Contest details
      • Additional film info
      • Movie character images for profile photo use
  • 47. Reappearing Images
    • Casablanca characters popping up across social networks
    When someone asks, the participant is in the know.
  • 48. Paid and Social Media
    • Social networks featuring prominent profile images
    Estimated Reach: 9 million+
  • 49. The Premiere
  • 50. 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
  • 51. Opening And Beyond
  • 52. Build and Continuation
  • 53. Casablanca Movie Poster Photo Booth
  • 54. Casablanca Movie Poster Photo Booth
    • Put yourself in a Casablanca movie poster
    • Photo Booth at select theaters
    • Places your face into Casablanca movie poster
  • 55.  
  • 56.  
  • 57. 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
  • 58. Movie Dialogue Ringtones
  • 59. 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?
  • 60. Movie Dialogue Ringtones
    • Distribute to early-adopting fans to spread the word audibly via mobile
  • 61. Ringtone Distribution
    • Target Audience
      • Movie Forums
      • Social Network Movie Groups
      • Movie Sites
      • "Ringtone" Search
    • Estimated Reach: 500K
  • 62. Bringing It All Together
  • 63. Campaign Overview
  • 64. Media Overview
  • 65. Budget Summary
    • TOTAL REACH 26.1 Million
  • 66. Contingency Plan
  • 67. 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
  • 68. "Louis, I think this is the beginning of a beautiful campaign."
  • 69. 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