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Stranglehold Fim Proposal
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  • 1. Putting a 360 Degree Marketing Campaign in a Stranglehold August 2006
  • 2. Operation Stranglehold : Briefing
    • Detective’s Notes:
    • Stranglehold to hit the masses this Spring
    • Action/Adventure category competitive and fragmented
    • Critical to target key consumer segments
    • Assignment:
    • Accost & engage target audience
    • Educate target on key innovative features
    • Create custom profile and viral community
    • Execute high profile film contest
    • Sync media efforts with Stranglehold PR
  • 3. Operation Stranglehold : Briefing
    • Mission: Stranglehold
    • Build the Bomb
    • Set the Timer
    • The Explosion
  • 4. 1) Build the Bomb
    • Recommended Stranglehold Campaign Components
    Cross-FIM High Impact and Targeted Ad-Placements Exclusive MySpace.com Film Channel Homepage Takeover MySpace.com/Stranglehold Custom Profile Cross-FIM Stranglehold Film Contest Club IGN Custom Blog IGN’s Stranglehold Central Beta hosted by FilePlanet Cross-FIM Stranglehold Online Film Festival
  • 5. 2) Set the Timer: Fuel Consumer Adoption 66 million All the info The enthusiast will need Social Networking Hub Early Technology Adopters Action / Adventure Chinese Action / Asian Film Enthusiast Print MySpace Targets Online Evangelizer Awareness starts with the core and extends to the masses 6.3 million 1 million 4.1 million 12.3 million Mass Market TV Source: comScore Media Metrix, WW data, July 2006
  • 6. 2) Set the Timer: Strategic Approach
    • Phase 1: Announce
    • Custom Stranglehold Blog
    • Introduce MySpace.com/Stranglehold custom community
    • IGN’s Stranglehold Central
      • Launch a “Director’s Workshop”
    • Kick off Hard Boiled Film Contest, encourage participation
    • Phase 2: Engage
    • Continue building out the “Director’s Workshop,” on IGN’s Stranglehold Central
      • Updates and coverage of the film contest
    • Hard Boiled Film Contest Gallery
      • MySpace.com/Stranglehold content refresh
    • Phase 3: Pre-Launch Events
    • IGN’s Stranglehold Central
      • Content Update
    • Beta hosted by FilePlanet
    • MySpace.com/Stranglehold- Online film festival
    • Phase 4: Worldwide Premiere
    • Cross-FIM high impact/rich media homepage takeovers
  • 7. 3) The Explosion! Custom Stranglehold Blog
    • Downloadable Stranglehold skin available to Club IGN Members
    • Custom advertorial content
    • Seeded thread topics
    1 2 3
    • Club IGN Statistics:
    • Blog and list tools generate over 4.7 million monthly page views
    • Over 1.1 million member profiles
    • Generate 200,000 page views per day
    • Over 241 million Message Board posts
    Source: IGN Internal logs
  • 8. 3) The Explosion! IGN’s Stranglehold Central
    • Downloads, link to message boards
    • Hard Boiled Film Contest Director’s Workshop
    • Sweepstakes
    • Link to MySpace.com/Stranglehold
    • Streaming video
    1 3 2 4 5
  • 9. 3) The Explosion! MySpace Film Channel Takeover
    • The premiere online community of filmmakers and film industry professionals
    • Over 30,282 filmmaker profiles
    • Creates high impact awareness of the Hard Boiled Film Contest amongst aspiring filmmakers
    • Exclusive, fixed ad placements
  • 10. 3) The Explosion! MySpace.com/Stranglehold
    • Streaming Video Clips
    • Video Contest Area
      • Announcing contest
      • Video submission
      • Gallery for voting
      • Finalists
      • Winner
    • Viral Asset Distribution
    • MySpace Social Networking Features
    1 3 2 4
  • 11. 3) The Explosion! Stranglehold Beta
    • Marketing Beta- create strong word of mouth buzz by capturing evangelists
    • Demo Premiere- create an event surrounding the demo
    • Gauge purchase intent and promote pre-order
  • 12. 3) The Explosion! Cross-FIM Ownership
    • Cross-FIM roadblocks
    • IGN mega-roadblock
    Online Example: Splinter Cell
  • 13. Syncing Program Elements and Media   Sept Oct Nov Dec Jan Feb March Program 4 11 18 25 2 9 16 23 30 6 13 20 27 4 11 18 25 1 8 15 22 9 5 12 19 26 5 12 19 26 Custom Club IGN Blog                                                             MySpace Custom Profile                             R R     R       R   R     MySpace Film Channel Roadblock                                             Custom IGN Entertainment Microsite                                                             Hard Boiled Video Contest (MySpace)                                                             Film Festival                                                             PR Support (dates TBD-Jan-March)                                                             Beta                                                             Demo Premiere                                                             Media                                                             IGN Entertainment Targeted (IGN/AskMen/RT/GSPY)                                                             Promote Blog                                                             Promote Microsite/Contest                                                             Support PR                                                             Launch                                                             MySpace High Impact                                                         MySpace Featured Profile Units                                                             Cross-FIM High Impact During Launch                                                            
  • 14. Summary- Meeting All of Stranglehold ’s Online Needs
    • Stranglehold Investment Breakdown:
    • Total investment- confidential
    • Estimated Total impressions- confidential
    • CPM- confidential
    Target Audiences Engaged Massive Reach Engaging Contest Executed Solid Buzz Created High Visibility Campaign Effectively Communicate Title Differentiation Measurable ROI
  • 15. Presented by: David Tokheim, Meredith Stowe, Jim Kleinick, Rachelle Considine August 2006