"Building a New Brand -- Leveraging Data to Inform & Program Robert Rodriguez's New El Rey Network"

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  • 1. BRAND PROMISE EL REY UNITES REBELS, FANS AND AFICIONADOS THROUGH A LIFESTYLE POWERED BY BADASS CONTENT. FUCK YEAH.
  • 2. AUTHENTIC AND ICONIC VOICE
  • 3. ARTIST DRIVEN MOVIES SPORTS DOCSUNSCRIPTED ORIGINAL SERIES ANIMATION/ GRAPHIC NOVEL
  • 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. REDEFINING AUDIENCES YOUNG REBELS OLDER REBELSGENRE FANS SOPHISTICATED VIEWERS RODRIGUEZ FANS
  • 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. THE PEOPLE’S NETWORK – AN EMOTIONAL CONNECTION
  • 8. The ALCHEMY of creating a network
  • 9. THE SCIENCE Defining and validating audience Sizing the audience groups Determining the Emotional DNA
  • 10. EmotionalDNA™
  • 11. EmotionalDNA™ IS AUDIENCE DERIVED ( pretty appropriate for The People’s Network )
  • 12. BUT… WHAT IS IT ?
  • 13. A NEW TAXONOMY… Inspired by geneticists’ dendegrams
  • 14. PRIMETIME DRAMA TAXONOMY Psychological EdgeTrue Wit Realistic Suspense Romantic Escape Deep, Dark, Sexy Action Escape
  • 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. EL REY CONTENT DNA MIX Psychological EdgeTrue Wit Realistic Suspense Romantic Escape Deep, Dark, Sexy Action Escape 61% 39%
  • 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. EmotionalDNA™ informs MARKETING PROGRAMMING PROMOTION
  • 19. LEVERAGING EMOTIONAL RESONANCE FOR ADVERTISING PARTNERS