0
BRAND PROMISE
EL REY UNITES REBELS, FANS AND AFICIONADOS
THROUGH A LIFESTYLE POWERED BY BADASS CONTENT.
FUCK YEAH.
AUTHENTIC AND ICONIC VOICE
ARTIST DRIVEN
MOVIES SPORTS
DOCSUNSCRIPTED
ORIGINAL
SERIES
ANIMATION/
GRAPHIC NOVEL
THE PEOPLE’S NETWORK
2060
13% AA
17%
Hisp
59%
White 5% Asian
3% Other 15% AA
31%
Hisp
43%
White
8% Asian
3% Other
2012
Sou...
REDEFINING AUDIENCES
YOUNG REBELS
OLDER REBELSGENRE FANS
SOPHISTICATED VIEWERS
RODRIGUEZ FANS
WOULD DEFINITELY WATCH
7
33
14 13 20
49
% of Target Target 1 -
(N=124)
Target 2 -
(N=526)
Target 3 -
(N=252)
Target 4 -
(N...
THE PEOPLE’S NETWORK – AN EMOTIONAL CONNECTION
The
ALCHEMY
of creating a network
THE SCIENCE
Defining and validating audience
Sizing the audience groups
Determining the Emotional DNA
EmotionalDNA™
EmotionalDNA™ IS AUDIENCE DERIVED
( pretty appropriate for The People’s Network )
BUT… WHAT IS IT ?
A NEW
TAXONOMY…
Inspired by
geneticists’
dendegrams
PRIMETIME DRAMA TAXONOMY
Psychological EdgeTrue Wit
Realistic
Suspense
Romantic Escape
Deep,
Dark,
Sexy
Action
Escape
EL REY EMOTIONAL ATTRIBUTES
Undemanding
Unrealistic
Tame
Cold
Superficial
Slow
Light
Mild
Intelligent
Realistic
Exhilarati...
EL REY CONTENT DNA MIX
Psychological EdgeTrue Wit
Realistic
Suspense
Romantic Escape
Deep,
Dark,
Sexy
Action
Escape
61% 39%
NIELSEN RATINGS BY CATEGORY
Category Live + 7, 18-64
Action Escape 3.00
Psychological Edge 4.17
Realistic Suspense 4.45
De...
EmotionalDNA™ informs MARKETING
PROGRAMMING
PROMOTION
LEVERAGING EMOTIONAL RESONANCE
FOR ADVERTISING PARTNERS
"Building a New Brand -- Leveraging Data to Inform & Program Robert Rodriguez's New El Rey Network"
"Building a New Brand -- Leveraging Data to Inform & Program Robert Rodriguez's New El Rey Network"
"Building a New Brand -- Leveraging Data to Inform & Program Robert Rodriguez's New El Rey Network"
"Building a New Brand -- Leveraging Data to Inform & Program Robert Rodriguez's New El Rey Network"
"Building a New Brand -- Leveraging Data to Inform & Program Robert Rodriguez's New El Rey Network"
"Building a New Brand -- Leveraging Data to Inform & Program Robert Rodriguez's New El Rey Network"
"Building a New Brand -- Leveraging Data to Inform & Program Robert Rodriguez's New El Rey Network"
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Transcript of ""Building a New Brand -- Leveraging Data to Inform & Program Robert Rodriguez's New El Rey Network""

  1. 1. BRAND PROMISE EL REY UNITES REBELS, FANS AND AFICIONADOS THROUGH A LIFESTYLE POWERED BY BADASS CONTENT. FUCK YEAH.
  2. 2. AUTHENTIC AND ICONIC VOICE
  3. 3. ARTIST DRIVEN MOVIES SPORTS DOCSUNSCRIPTED ORIGINAL SERIES ANIMATION/ GRAPHIC NOVEL
  4. 4. THE PEOPLE’S NETWORK 2060 13% AA 17% Hisp 59% White 5% Asian 3% Other 15% AA 31% Hisp 43% White 8% Asian 3% Other 2012 Source: US Census Bureau
  5. 5. REDEFINING AUDIENCES YOUNG REBELS OLDER REBELSGENRE FANS SOPHISTICATED VIEWERS RODRIGUEZ FANS
  6. 6. WOULD DEFINITELY WATCH 7 33 14 13 20 49 % of Target Target 1 - (N=124) Target 2 - (N=526) Target 3 - (N=252) Target 4 - (N=229) Target 5 - (N=360) Not in any targ (N=879) % of Target That Would Definitely Watch 81 56 48 52 49 13 YOUNG REBELS OLDER REBELS GENRE FANS SOPHISTICATED VIEWERS RODRIGUEZ FANS
  7. 7. THE PEOPLE’S NETWORK – AN EMOTIONAL CONNECTION
  8. 8. The ALCHEMY of creating a network
  9. 9. THE SCIENCE Defining and validating audience Sizing the audience groups Determining the Emotional DNA
  10. 10. EmotionalDNA™
  11. 11. EmotionalDNA™ IS AUDIENCE DERIVED ( pretty appropriate for The People’s Network )
  12. 12. BUT… WHAT IS IT ?
  13. 13. A NEW TAXONOMY… Inspired by geneticists’ dendegrams
  14. 14. PRIMETIME DRAMA TAXONOMY Psychological EdgeTrue Wit Realistic Suspense Romantic Escape Deep, Dark, Sexy Action Escape
  15. 15. EL REY EMOTIONAL ATTRIBUTES Undemanding Unrealistic Tame Cold Superficial Slow Light Mild Intelligent Realistic Exhilarating Hot Inspiring Fast Heavy Spicy SMARTS REALISM ADRENALINE ROMANCE HEART TEMPO GRAVITY KICK
  16. 16. EL REY CONTENT DNA MIX Psychological EdgeTrue Wit Realistic Suspense Romantic Escape Deep, Dark, Sexy Action Escape 61% 39%
  17. 17. NIELSEN RATINGS BY CATEGORY Category Live + 7, 18-64 Action Escape 3.00 Psychological Edge 4.17 Realistic Suspense 4.45 Deep Dark and Sexy 2.70 Romantic Escape 1.81 True Wit 4.37 Total Average 3.44
  18. 18. EmotionalDNA™ informs MARKETING PROGRAMMING PROMOTION
  19. 19. LEVERAGING EMOTIONAL RESONANCE FOR ADVERTISING PARTNERS
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