20111111 concept ben gordon


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  • Chicago (April) Dallas (May), San Diego (July) New York (Oct)
  • 20111111 concept ben gordon

    1. 1. American Horror Story Summer 2012 Integrated Promotion “ A Real Steal” Benjamin Gordon November 11, 2011
    2. 2. Observations <ul><li>Content is king! </li></ul><ul><ul><li>Audiences interaction is key. </li></ul></ul><ul><ul><li>Shows build massive fan bases by leveraging the power of content , speculation , and mythology . </li></ul></ul><ul><li>AHS presents opportunities to leverage powerful storytelling and content </li></ul><ul><ul><li>History </li></ul></ul><ul><ul><li>Intriguing characters (alive and deceased) </li></ul></ul><ul><ul><li>Alternate realities </li></ul></ul><ul><ul><li>The Murder House is as much a character as the people </li></ul></ul><ul><li>Key narrative thread : The Harmon’s are trying to sell their home and escape its horrors. </li></ul><ul><ul><li>The real estate industry has embraced digital, social, and interactive mediums in engaging and thought provoking ways </li></ul></ul>
    3. 3. Idea <ul><li>Maintain the excitement surrounding AHS throughout the summer with a promotional campaign leveraging marketing tactics used in the real estate industry. Program aims to </li></ul><ul><li>Generate press/audience conversation and speculation about the season finale, the characters, history, and Season 2. </li></ul><ul><li>Further build on the mythology behind Murder House, and </li></ul><ul><li>Acquire new audience members through earned media and repeat programming. </li></ul>
    4. 4. A Real Steal: Summer 2012 Promotional Campaign ASK FOR MARCY!
    5. 5. A Real Steal: Integrated Promotions Strategy <ul><li>Story and content -driven </li></ul><ul><li>Initiated via “tangible” promotional channels </li></ul><ul><li>Designed to </li></ul><ul><ul><li>Continue momentum of show and expand mythology . </li></ul></ul><ul><ul><li>Connect fan base and trigger speculation, ideation, and content sharing. </li></ul></ul><ul><ul><li>Grow audience through repeat programming and earned media </li></ul></ul>
    6. 6. A Real Steal: Integrated Promotions Strategy RADIO PRINT INTERACTIVE DIGITAL & EXPERIENTIAL PUBLICITY
    7. 7. A Real Steal: Channel Breakdown <ul><li>DIGITAL </li></ul><ul><li>Online ad units </li></ul><ul><ul><li>Real estate theme </li></ul></ul><ul><li>Magazine & Newspaper </li></ul><ul><li>Real Estate </li></ul><ul><li>Classifieds </li></ul><ul><li>Home </li></ul><ul><li>Lifestyle </li></ul><ul><li>“ Ask For Marcy/Ghost Spot” </li></ul><ul><li>TV spot aired during AHS re-runs </li></ul><ul><li>Fictional phone number drives to message w/ clues </li></ul><ul><li>Bad JuJu House Cleansing PR Kit </li></ul><ul><li>Online video/content drops to media outlets </li></ul>Phone, URL, Links & QR Codes drive to WEBSITE SOCIAL SEO/SEM PRINT RADIO/TV <ul><li>OOH “Ask for Marcy” advertising </li></ul><ul><ul><li>Bus shelters, benches </li></ul></ul><ul><ul><li>Open house signage </li></ul></ul><ul><li>Comic-Con Virtual Open House Viewings </li></ul><ul><li>Sponsored by a home security partner </li></ul>PUBLICITY Interactive Space OOH/EXPERIENTIAL
    8. 8. A Real Steal: Interactive Strategy WEB SEO/SEM <ul><li>Real-estate design/functionality </li></ul><ul><li>Hidden links to clues, images and videos </li></ul><ul><ul><li>Anomalies in web site design/images </li></ul></ul><ul><li>“ Newsletter” sign-up and phone </li></ul><ul><li>Links to Marcy’s Facebook/Twitter </li></ul><ul><li>Unconventional keyword search strategy </li></ul><ul><ul><li>Focus on real estate terminology </li></ul></ul><ul><li>Keywords uncover links to pages embedded with content </li></ul>MARCY
    9. 9. A Real Steal: Interactive Strategy <ul><li>Leverage and mirror social interaction trends in real-estate to create an immersive “home buying” experience; each channel used as a “front” for uncovering clues, hidden content, and exclusive offers/fan memorabilia </li></ul>“ The Dish” with Marcy Webisode series showcasing the House, its history, and “topics of interest” GetGlue/GoWalla/FourSquare/Flickr Leverage social platforms to direct users to “real estate” themed content with clues, hidden content, events and offers <ul><li>Twitter </li></ul><ul><li>Live updates on other “properties” and exclusive offers </li></ul><ul><li>“ Ghost Tweets” </li></ul><ul><li>Interact w/ Marcy and her team </li></ul><ul><li>Dream Home App </li></ul><ul><li>Augmented reality </li></ul><ul><li>Turn your house into Murder House </li></ul><ul><li>Leverage “recognition” technology to uncover clues and content </li></ul>SOCIAL Marcy’s Realty
    10. 10. A Real Steal: Interactive Ballpark Budget <ul><li>Website </li></ul><ul><li>Development </li></ul><ul><li>Maintenance/Updates </li></ul><ul><li>Social (Facebook, Twitter, GoWalla, GetGlue, etc.) </li></ul><ul><li>Development/Branding </li></ul><ul><li>Community Management </li></ul><ul><li>Content Production </li></ul><ul><li>Video production * </li></ul><ul><li>Photography </li></ul><ul><li>Creative Services (design, layout, writing) </li></ul><ul><li>*Includes writing, storyboarding, equipment, set-dressing, editing, re-touching, packaging, and streaming . Does not include talent residuals and other associated licensing/legal expenses. </li></ul><ul><li>Dream House App </li></ul><ul><li>Development, maintenance, data collection </li></ul><ul><li>Apple App Store Annual Fee </li></ul><ul><li>SEO/SEM Strategy </li></ul><ul><li>Yearly retainer for ongoing SEO/SEM ($5000/mnth) </li></ul>$50,000 $30,000 $50,000 $100,000 $40,000 $20,000 $90,000 $99 $60,000 TOTAL COST (BALLPARK): $440,099
    11. 11. Last Words: Content Generation Fans use Storify to leverage content from Twitter, YouTube & Flickr to find horror in the everyday and share it with friends horrify .me