Butterfinger presentation

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  • Butterfinger’s brand manager says Lowe was hired because of his “extensive entertainment industry experience, intelligence, and sense of humor.” These attributes made him the perfect fit to direct and poke fun at the entertainment industry in behind-the-scenes videos. “ We’re clearly making fun of pop culture, directors, actors, and the ego involved, yet we were really creatign a movie. Part of it’s real and we promote it as real, but we never take ourselves too seriously.”
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  • Butterfinger presentation

    1. 1. the 13th RFIN GERBU TTE Saman th a Carte r & o adman Ch elsea R 01 PUR 3000.0
    2. 2. Campaign BasicsClient:Nestle Confections & Snacks(Glendale, CA)Agency:GolinHarris (Los Angeles)Campaign Title:Butterfinger the 13th : You can’tscream with your mouth full.Duration:May 13 – Oct. 13, 2011Budget:Over $300,000
    3. 3. e Video: e r YouTub i e T r a i l v f fic ial Mo 13th O g er theBut terfin
    4. 4. Purpose “We’ve been trying to notonly interrupt consumers, but also provide valuablecontent and engagement.” “We wanted to go beyond - Butterfinger brand the traditional 30-second manager, Jeremy spot and use digital and PR Vandervoet to engage and provide something different. Our target audience is digitally savvy and consuming media in different ways.”
    5. 5. Strategy Maintain “edgy, fun” Contest: Consumer- brand known for generated-content innovation Social media: outreach -Nestle Confections & Snacks’ communications manager, Media relations Tricia Bowles Drive engagement Celebrity director: Rob through multiple Lowe channels during all stages of production Appearance: Comic-Con
    6. 6. Dire ctor Rob L owe M akers: entOpinion rity Elem bTh e Cele
    7. 7. Tactics Campaign announced: Social media May 13 16 promo videos Updates given the 13th of every month until Oct. “Making Of,” etc… Celeb director Rob Lowe Released Oct. 13 at the 13th hour (1 p.m.) on FB Entertainment Tonight and The Insider given 500 theaters insider access FEARnet (cable network) Crackle (digital network) LA Live premier event
    8. 8. Evaluation Sales: 2.5% increase Twitter followers: (May to Oct. 2010  2,000 (May)  8,000 2011) (Nov.) Facebook likes: Media Impressions: 770,000 (May)  1.1 500 million (goal = million (Nov.) 100 million) Coverage: CNN, MTV.com, USAToday
    9. 9. What next? Future Crisis Management A new 2012 Recent Pawngo integrated campaign dispute following the Patriot’s Super Bowl No details currently defeat available
    10. 10. !Tha nk you

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