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Transcript

  • 1. Digital Marketing Campaign Presented by Damian Hagger
  • 2. Marketing Overview
    • Demographics
    • Adults 18+
    • Parents with children (PG Rating)
    • Secondary audience: Baby Boomers who grew up with the original film (representing 77 million online users)
    • Psychographics
    • Tech Savvy
    • Buys Online
    • Watches Cartoon Network, American Idol
    • Drives Honda Odyssey
    • Positioning Statement
    • Alice in Wonderland meets Willy Wonka!
    • Positioning statement: A fantasy trip delivering outrageous characters (witches, flying monkeys, munchkins), The Wizard of Oz is the family adventure coming to a theater near you. 
  • 3. Objectives/Strategies
    • Drive awareness and excitement leading up to the release of the film
    • Create favorable word-of-mouth online engagements
    • Excite family audience with this classic tale being re-imagined by a modern cinematic visionary. 
    • Capitalize on the robust characters and the timeless appeal of the story experienced by generations of movie lovers.
    • Be everywhere . Go to the demo online. Work on all devices with a focus on mobile. Tie the brand with users daily online activities.
    • Satisfy the fans. Bring in the fams.
    • Recognize the importance of International and repurpose assets accordingly.
  • 4. Demo & Medium Key To easily identify the demo and distribution channel, the following key will be at the bottom of each campaign slide: Four Quad Medium
  • 5. Phase 1
    • Timeline: 12 Months Out
  • 6. Behind The Green Curtain
    • Video production diaries from Tim Burton
    • Storyboards
    • YouTube Channel, Vimeo, and site
    • RSS Feed for Flipbook
    • Free News Stand (iOS5) downloads
    • Danny Elfman Scoring Sessions
  • 7. Phase 2
    • Timeline: 8 Months Out
  • 8. Official Site
    • Launch Teaser Site
    Mobile
    • iPad/iPhone/Android App
    • General Movie Info
    • Push Notifications
    • Trailer Exclusive on App and Apple
    • “ Coming Soon” with updates
  • 9. Wide Trailer Launch
    • Yahoo, YouTube, Hulu, Amazon, Vimeo, Facebook
    Social Media
    • Official FB page launch
    • Twitter
    • YouTube Channel
    • Get Glue Sticker Set (e.g. watch trailer to get “Tornado” sticker)
  • 10. Event
    • SXSW Presence
  • 11. Google Earth
    • Emerald City virtual structure dropped over Austin cityscape
    • Users can tour Emerald City via Google Earth and uncover codes for prizes/swag at SXSW booth
    Have You Seen This Dog?
    • Wildpostings around Austin of missing dog TOTO. Call number for details.
    • Users call a Google Voice number and get a message from Lady Gaga saying she has the dog….
  • 12. Phase 3
    • Timeline: 6 Months Out
  • 13. Facebook
    • Launch First FB App: Are You Smarter Than The Scarecrow?
    Mobile
    • App update: The Munchkin-izer. Voice and Image distorter. Users are able to post their creations on FB and Twitter
  • 14. Teaser Banners
    • Character Banners: Users are introduced to the cast through character reveals
    • Users can ‘like’ the official FB page in-banner to reveal a character video.
  • 15. Event
    • Comic-Con Presence
  • 16. Four-Squarecrow Directions!
    • Check in to select locations to win!
    • Users are encouraged to check in to the Emerald City-OZ booth, 5 Minute Sneak Peak and Talent Panel to enter for a chance to win Premiere Tickets and swag.
    • Foursquare, FB Places, GoWalla
  • 17. Phase 4
    • Timeline: 2 Months Out
  • 18. Official Site
    • Full site launch
    • Classic line soundboard
    • Desktops, AIM Icons, iPad/iPhone home screens
    • Skins: Wordpress, Tumblr
    • Augmented Reality OZ
    • Sharing, Device Agnostic
    Mobile
    • App update: The Wicked Witch’s Crystal Ball: Accelerometer based fate generator
  • 19. Twitter Game
    • Go from the Yellow Brick Road to Emerald City in 10 keywords or less
    • Keywords of relevancy for the hour of play. A keyword in the top 100 grants you a move.
    • Winners post to FB and Twitter
    Wizardential Campaign ‘12
    • FB Vote for Who replaces OZ
    • Users can see character profiles for characters and cast their votes for who is best qualified
  • 20. Event
    • Halloween: Education/Younger Children
  • 21. Lesson Plan
    • Create a multipage, downloadable “Wizard of Oz” story book for children to learn from at school
    • Partner with Scholastic.com to promote the book around Halloween
    • Lesson plan follows the core themes from the film: Belief in oneself and the importance of family
    • Masked cut-outs and costumer suggestions
  • 22. Phase 5
    • Timeline: 4 Weeks Out
  • 23. Mobile
    • App update: Flying Monkeys VS Munchkins. Protect the Emerald City from the Flying Monkeys!
    • Multiplayer adhoc play!
    Picture Community/Partners
    • Free OZ Lenses for Hipstamatic and Instagram Users
    • Turns users pictures to OZ Green and Yellow Hue
  • 24. Facebook Advent Calendar
    • Daily postings from characters with virtual gifts counting down to release date.
    • Partner with Amazon for exposure on their book and video pages reaching consumers who purchased The Wizard of Oz.
    Music Re-mix
    • Lady Gaga “Somewhere Over The Rainbow” fan remix contest. Winner becomes site soundtrack on opening day
  • 25. Phase 6
    • Timeline: 1-2 Weeks Out
  • 26. YouTube Flash Mob
    • Strategy: In the central screen, Dorothy asks the question: “Follow the Yellow Brick Road?” To her right, the adjacent thumbnails of munchkins come to life, affirming “Follow the Yellow Brick Road!”
    • Characters jump out from the thumbnails and onto the yellow brick road where they sing and dance their way towards the Emerald City.
  • 27. ALL Mediums Updated:
    • Ticket Pre-sale
    Premiere
    • UStream/FB Live coverage of premiere in Kansas
    Banners
    • RM Peel-back video unit: The Wizard is shown working behind the scenes of video player
    • Hurricane Takeover: Yahoo, weather.com
    • In banner ticketing
    • Mobile banners
  • 28. Media Plan Campaign Site Summary Target Audience Adults 18+ Teaser Campaign Commence 6 Months Out Site Total Impressions Amazon/IMDB 1,250,000 Ain't It Cool 1,000,000 Facebook 1,000,000     TOTAL PLAN 3,250,000     Target Audience Adults 18+ Site Total Impressions YouTube 10,000,000 Yahoo Movies 7,500,000 People 4,500,000 Facebook 5,000,000 MSN Movies 2,500,000 Cartoon Network 2,500,000 Google Network 5,000,000 Poptropica 3,500,000 Nick 2,500,000 Weather 1,000,000     TOTAL PLAN 44,000,000
  • 29. Digital Marketing Campaign Summary Phase 1 Phase 2 SXSW Phase 3 Comic-Con Phase 4 Halloween Phase 5 Phase 6
  • 30. Digital Marketing Campaign Summary
  • 31. Thank You.
    • Questions for Damian
    • Timeline: 3 Minutes 

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