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Outline <ul><ul><li>Strategic Assessment </li></ul></ul><ul><ul><li>Campaign Tactics </li></ul></ul><ul><ul><li>Bringing i...
Project Launch <ul><ul><li>Brand or Product  </li></ul></ul><ul><ul><li>Competitive Landscape </li></ul></ul><ul><ul><li>T...
Product: Casablanca Casablanca Found! Casablanca The Movie! The story about the movie The story in the movie Goal: Drive t...
<ul><li>Various Themes </li></ul><ul><ul><li>Romance </li></ul></ul><ul><ul><li>Mystery </li></ul></ul><ul><ul><li>War </l...
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.
<ul><li>Many interested in this film regardless of the storyline.  </li></ul><ul><li>A 3 time Academy Award winner the day...
Conversation Analysis <ul><ul><li>Identify </li></ul></ul><ul><ul><li>Evaluate </li></ul></ul><ul><ul><li>Join </li></ul><...
Identify The Conversation <ul><ul><li>Research and identify core conversations </li></ul></ul><ul><ul><li>Where are they? ...
Evaluate The Conversation <ul><li>What's being said </li></ul><ul><li>Film's history </li></ul><ul><li>Restoration process...
Join The Conversation <ul><li>Connect with influential communities based on </li></ul><ul><li>individual drivers Key Influ...
Competitive Landscape <ul><li>Romantic comedy Light option for Valentine's Day Girls night in &quot;Chick flick&quot; on T...
Primary Target Segments & Interests <ul><li>                          </li></ul><ul><li>                     Influentials ...
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 <ul><li>Immediate social marketing effort Documentary feel ...
Influential Outreach <ul><li>Provide interesting content ideas and assets for influentials </li></ul><ul><li>Outreach for ...
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 char...
 
Contest: Who can write the best personal ad declaring what they'd do for love?
 
How it works <ul><li>Entries posted to site </li></ul><ul><li>'Vote' button for all entries  </li></ul><ul><li>Top 10 vote...
&quot;Vote for me&quot; widget
Campaign Benefits <ul><li>Direct tie to storyline of movie </li></ul><ul><li>Database building with each entry </li></ul><...
Paid and Social Media <ul><li>Maximize budget with combination of paid and social outreach. Broad reach geo-targeted campa...
Movie Website
Website
Content <ul><ul><li>Trailers  </li></ul></ul><ul><ul><li>Plot Synopsis </li></ul></ul><ul><ul><li>Cast and Crew Photos </l...
Valentine's Day Promotion <ul><li>Leverage romance link to drive advance ticket sales </li></ul>
 
Valentine's Day 'Hint' Tool The perfect Valentine’s Day starts with an Email nudge.
Google Maps Mashup V-Day Planner <ul><li>Convenient one-stop-shop for </li></ul><ul><li>Theaters and showtimes </li></ul><...
Campaign Flow The Romance Generator.  It takes a woman's idea, and transforms it into a man's idea.
Paid and Social Media <ul><li>Leverage media negotiated for &quot;What would you do...&quot; buy and rotate in additional ...
Matchmaker Promotion
<ul><ul><li>Promotion on Match.com and eHarmony </li></ul></ul><ul><ul><li>Members can see who's going in their area, and ...
Partnership with Dating Sites <ul><ul><li>Select theater hosts evening </li></ul></ul><ul><ul><li>Gin drink sponsorship: H...
Social Networks Profile Photo Contest
<ul><li>Change this ... </li></ul>... to this. Changing profile image to Casablanca enters you into a drawing for 2 free t...
Leverage Movie Groups <ul><ul><li>Casablanca fan page - Contest details </li></ul></ul><ul><ul><li>Additional film info </...
Reappearing Images <ul><li>Casablanca characters popping up across social networks </li></ul>When someone asks, the partic...
Paid and Social Media <ul><li>Social networks featuring prominent profile images </li></ul>Estimated Reach: 9 million+
The Premiere
Red Carpet Interviews <ul><li>Premiere happens in advance of the opening </li></ul><ul><li>A-List attendance Ask, &quot;Wh...
Opening And Beyond
Build and Continuation
Casablanca Movie Poster Photo Booth
Casablanca Movie Poster Photo Booth <ul><li>Put yourself in a Casablanca movie poster </li></ul><ul><li>Photo Booth at sel...
 
 
Drives To Social Networks <ul><ul><li>Users get URL instead of prints </li></ul></ul><ul><ul><li>Photos posted to Flickr a...
Movie Dialogue Ringtones
Mobile Is Viral Hot Button <ul><ul><li>Easy to share and forward </li></ul></ul><ul><ul><li>Tight connection to user; alwa...
Movie Dialogue Ringtones  <ul><li>Distribute to early-adopting fans to spread the word audibly via mobile </li></ul>
Ringtone Distribution <ul><li>Target Audience </li></ul><ul><ul><li>Movie Forums </li></ul></ul><ul><ul><li>Social Network...
Bringing It All Together
Campaign Overview
Media Overview
Budget Summary <ul><li>TOTAL REACH 26.1 Million </li></ul>
Contingency Plan
Contingency Plan <ul><li>Extend “What would you do for love?” </li></ul><ul><li>Spin into social cause marketing (kids, fa...
&quot;Louis, I think this is the beginning of a beautiful campaign.&quot;
The Beginning Doug Schumacher                                                              Jennifer Sparks Founder/Creativ...
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Imc Casablanca Preso Final Wo Media

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  • Transcript of "Imc Casablanca Preso Final Wo Media"

    1. 4. Outline <ul><ul><li>Strategic Assessment </li></ul></ul><ul><ul><li>Campaign Tactics </li></ul></ul><ul><ul><li>Bringing it all together </li></ul></ul>
    2. 5. Project Launch <ul><ul><li>Brand or Product </li></ul></ul><ul><ul><li>Competitive Landscape </li></ul></ul><ul><ul><li>Target Audience </li></ul></ul>Strategic Assessment
    3. 6. Product: Casablanca Casablanca Found! Casablanca The Movie! The story about the movie The story in the movie Goal: Drive ticket sales
    4. 7. <ul><li>Various Themes </li></ul><ul><ul><li>Romance </li></ul></ul><ul><ul><li>Mystery </li></ul></ul><ul><ul><li>War </li></ul></ul>Casablanca: The Movie A story about love, and the sacrifices people make for it.
    5. 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.
    6. 9. <ul><li>Many interested in this film regardless of the storyline. </li></ul><ul><li>A 3 time Academy Award winner the day it opens. </li></ul>Casablanca: Found! News = Conversation
    7. 10. Conversation Analysis <ul><ul><li>Identify </li></ul></ul><ul><ul><li>Evaluate </li></ul></ul><ul><ul><li>Join </li></ul></ul>
    8. 11. Identify The Conversation <ul><ul><li>Research and identify core conversations </li></ul></ul><ul><ul><li>Where are they? </li></ul></ul><ul><ul><li>Who’s driving them? </li></ul></ul>
    9. 12. Evaluate The Conversation <ul><li>What's being said </li></ul><ul><li>Film's history </li></ul><ul><li>Restoration process </li></ul><ul><li>Fashion in the film </li></ul><ul><li>Disappearance a conspiracy? </li></ul><ul><li>Level of influence & impact </li></ul><ul><li>Reach over 2 Million </li></ul><ul><li>Overall sentiment </li></ul><ul><li>Positive </li></ul><ul><li>Negative </li></ul><ul><li>Mixed </li></ul>
    10. 13. Join The Conversation <ul><li>Connect with influential communities based on </li></ul><ul><li>individual drivers Key Influentials: </li></ul><ul><li>Critics </li></ul><ul><li>Classic Film Lovers </li></ul><ul><li>Benefits </li></ul><ul><li>Increased search engine rankings </li></ul><ul><li>Generate early buzz </li></ul>
    11. 14. Competitive Landscape <ul><li>Romantic comedy Light option for Valentine's Day Girls night in &quot;Chick flick&quot; on TNT Tivo it Iraq War film/Guy's movie Not a Date movie </li></ul>Casablanca is a romantic option for women; while still having entertainment for men --- a shared experience for Valentines day.
    12. 15. Primary Target Segments & Interests <ul><li>                          </li></ul><ul><li>                    Influentials Classic Film Lovers                                         College Students Critics </li></ul><ul><li>Broad Target Couples 25-54 Gays 25-54                         Singles 25-54       </li></ul>Rational Drivers Emotional Drivers Shared Activity Shared Experience Meet Someone Love & Connection Knowledge In the know Knowledge Discovery
    13. 16. Strategic Positions Love & Connection Discovery A romance movie with guts News based on found prints
    14. 17. Tactical Overview
    15. 18. Timeline of Activities 8 different tactics covering all target audiences
    16. 20. News based on found prints Discovery
    17. 21. Document The Story As It Unfolds Electronic Press Kit included <ul><li>Immediate social marketing effort Documentary feel Warner Bros. voice Content </li></ul><ul><ul><li>Restoration </li></ul></ul><ul><ul><li>Production </li></ul></ul><ul><ul><li>Fashion </li></ul></ul><ul><ul><li>Conspiracy </li></ul></ul><ul><ul><li>Cast & Crew </li></ul></ul>
    18. 22. Influential Outreach <ul><li>Provide interesting content ideas and assets for influentials </li></ul><ul><li>Outreach for industry, film restoration, historical, and conspiracy conversations </li></ul><ul><li>Extends throughout duration of movie run </li></ul>Estimated Reach: 2.1 Million +
    19. 23. A Romance Movie With Guts Love & Connection
    20. 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
    21. 26. Contest: Who can write the best personal ad declaring what they'd do for love?
    22. 28. How it works <ul><li>Entries posted to site </li></ul><ul><li>'Vote' button for all entries </li></ul><ul><li>Top 10 vote getters are finalists </li></ul><ul><li>Winner selected by celebrity couple like Brad Pitt and Angelina Jolie </li></ul><ul><li>Winner announced on opening night in theaters via ScreenVision </li></ul><ul><li>Prize: A free romantic vacation for 2 </li></ul>
    23. 29. &quot;Vote for me&quot; widget
    24. 30. Campaign Benefits <ul><li>Direct tie to storyline of movie </li></ul><ul><li>Database building with each entry </li></ul><ul><li>Broad reach and appeal </li></ul><ul><li>Celebrity-selected winner </li></ul>
    25. 31. Paid and Social Media <ul><li>Maximize budget with combination of paid and social outreach. Broad reach geo-targeted campaign to reach Couples, Singles, Gays, and Movie Enthusiasts.  </li></ul><ul><ul><li>Male/Female Sites </li></ul></ul><ul><ul><li>Portals </li></ul></ul><ul><ul><li>Movies/Entertainment </li></ul></ul><ul><ul><li>Travel </li></ul></ul><ul><ul><li>Social Networks </li></ul></ul><ul><ul><li>Contest Sites </li></ul></ul><ul><li>Estimated Reach: 9.5 Million </li></ul><ul><li>  </li></ul>
    26. 32. Movie Website
    27. 33. Website
    28. 34. Content <ul><ul><li>Trailers </li></ul></ul><ul><ul><li>Plot Synopsis </li></ul></ul><ul><ul><li>Cast and Crew Photos </li></ul></ul><ul><ul><li>Date Planner </li></ul></ul><ul><ul><li>Blog </li></ul></ul><ul><ul><li>Links to Pages on Contests </li></ul></ul><ul><ul><li>Facebook Photos </li></ul></ul><ul><ul><li>Singles Night </li></ul></ul><ul><ul><li>Photobooth Gallery </li></ul></ul><ul><ul><li>Influential interviews from the night of the screening </li></ul></ul><ul><ul><li>EPK </li></ul></ul>Site will be optimized for all key search terms.
    29. 35. Valentine's Day Promotion <ul><li>Leverage romance link to drive advance ticket sales </li></ul>
    30. 37. Valentine's Day 'Hint' Tool The perfect Valentine’s Day starts with an Email nudge.
    31. 38. Google Maps Mashup V-Day Planner <ul><li>Convenient one-stop-shop for </li></ul><ul><li>Theaters and showtimes </li></ul><ul><li>Nearby bars </li></ul><ul><li>Romantic restaurants </li></ul><ul><li>Flower shops </li></ul>
    32. 39. Campaign Flow The Romance Generator. It takes a woman's idea, and transforms it into a man's idea.
    33. 40. Paid and Social Media <ul><li>Leverage media negotiated for &quot;What would you do...&quot; buy and rotate in additional messaging. Add planning and relationship sites/blogs. </li></ul><ul><ul><li>Relationship </li></ul></ul><ul><ul><li>Women </li></ul></ul><ul><ul><li>Social Networks </li></ul></ul><ul><ul><li>Movies/Entertainment </li></ul></ul><ul><ul><li>Invite sites </li></ul></ul><ul><ul><li>Gift Sites </li></ul></ul><ul><li>Estimated Reach: 22 Million </li></ul><ul><li>  </li></ul>
    34. 41. Matchmaker Promotion
    35. 42. <ul><ul><li>Promotion on Match.com and eHarmony </li></ul></ul><ul><ul><li>Members can see who's going in their area, and join </li></ul></ul><ul><ul><li>Sponsorship with gin distributor </li></ul></ul><ul><ul><li>Mobile coupon for free drink </li></ul></ul>Help Singles Connect On Valentine's Day
    36. 43. Partnership with Dating Sites <ul><ul><li>Select theater hosts evening </li></ul></ul><ul><ul><li>Gin drink sponsorship: Hosted bar aggregates members </li></ul></ul><ul><ul><li>Mobile reminder of event </li></ul></ul><ul><ul><li>Free drinks, No plans, Why not </li></ul></ul><ul><li>Estimated Reach: 1.5 Million </li></ul><ul><li>  </li></ul>
    37. 44. Social Networks Profile Photo Contest
    38. 45. <ul><li>Change this ... </li></ul>... to this. Changing profile image to Casablanca enters you into a drawing for 2 free tickets to the premiere.
    39. 46. Leverage Movie Groups <ul><ul><li>Casablanca fan page - Contest details </li></ul></ul><ul><ul><li>Additional film info </li></ul></ul><ul><ul><li>Movie character images for profile photo use </li></ul></ul>
    40. 47. Reappearing Images <ul><li>Casablanca characters popping up across social networks </li></ul>When someone asks, the participant is in the know.
    41. 48. Paid and Social Media <ul><li>Social networks featuring prominent profile images </li></ul>Estimated Reach: 9 million+
    42. 49. The Premiere
    43. 50. Red Carpet Interviews <ul><li>Premiere happens in advance of the opening </li></ul><ul><li>A-List attendance Ask, &quot;What would you do for love?&quot; </li></ul><ul><ul><li>Compilation of their responses posted to video sites </li></ul></ul>Estimated Reach: 1 Million
    44. 51. Opening And Beyond
    45. 52. Build and Continuation
    46. 53. Casablanca Movie Poster Photo Booth
    47. 54. Casablanca Movie Poster Photo Booth <ul><li>Put yourself in a Casablanca movie poster </li></ul><ul><li>Photo Booth at select theaters </li></ul><ul><li>Places your face into Casablanca movie poster </li></ul>
    48. 57. Drives To Social Networks <ul><ul><li>Users get URL instead of prints </li></ul></ul><ul><ul><li>Photos posted to Flickr and Facebook for retrieval </li></ul></ul><ul><ul><li>Social environment promotes circulation: Easy place to download, tag and share. </li></ul></ul><ul><ul><li>Generates awareness post opening weekend </li></ul></ul>
    49. 58. Movie Dialogue Ringtones
    50. 59. Mobile Is Viral Hot Button <ul><ul><li>Easy to share and forward </li></ul></ul><ul><ul><li>Tight connection to user; always with them, frequently played </li></ul></ul><ul><ul><li>How many people hear a given ringtone in 1 week? </li></ul></ul>
    51. 60. Movie Dialogue Ringtones <ul><li>Distribute to early-adopting fans to spread the word audibly via mobile </li></ul>
    52. 61. Ringtone Distribution <ul><li>Target Audience </li></ul><ul><ul><li>Movie Forums </li></ul></ul><ul><ul><li>Social Network Movie Groups </li></ul></ul><ul><ul><li>Movie Sites </li></ul></ul><ul><ul><li>&quot;Ringtone&quot; Search </li></ul></ul><ul><li>Estimated Reach: 500K </li></ul>
    53. 62. Bringing It All Together
    54. 63. Campaign Overview
    55. 64. Media Overview
    56. 65. Budget Summary <ul><li>TOTAL REACH 26.1 Million </li></ul>
    57. 66. Contingency Plan
    58. 67. Contingency Plan <ul><li>Extend “What would you do for love?” </li></ul><ul><li>Spin into social cause marketing (kids, families, seniors) </li></ul><ul><li>Broadcast show tie in, celebrity tie-in, women's communities </li></ul><ul><li>Leverage hype around people wanting to make a difference and contribute </li></ul><ul><li>Sharing the love - whatever your interest is - green, cancer, the environment, kids, your own family </li></ul><ul><li>Documentary </li></ul><ul><li>Track the remarkable story around the lost and found film on video </li></ul><ul><li>Music tie in </li></ul><ul><li>Top Warner artist covers “As Time Goes By” </li></ul><ul><li>Duet featuring top R&B performer and Sam’s original track </li></ul><ul><li>Kids </li></ul><ul><li>Extend interest to kids and release special edition DVD with Bogart cartoons </li></ul>
    59. 68. &quot;Louis, I think this is the beginning of a beautiful campaign.&quot;
    60. 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
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