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20111111 concept ben gordon


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  • Chicago (April) Dallas (May), San Diego (July) New York (Oct)
  • Transcript

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