Casablanca - Basement Presentation

Outline
Strategic Assessment
Campaign Tactics
Bringing it all together

Project Launch
Brand or Product
Competitive Landscape
Target Audience
Strategic Assessment

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.

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

Conversation Analysis
Identify
Evaluate
Join

Identify The Conversation
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

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

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.

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

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

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 +

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

"Vote for me" widget

Campaign Benefits
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

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.

Valentine's Day Promotion
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

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

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

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

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.

Leverage Movie Groups
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.

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

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

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

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

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?

Movie Dialogue Ringtones
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

Bringing It All Together

Campaign Overview

Media Overview

Budget Summary
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

"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

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Casablanca - Basement Presentation

by basementinteractive on Jun 25, 2008

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Casablanca - Basement Presentation — Presentation Transcript