Why Social Media? <ul><li>Inv esting in social media is a greatwaytogeneratebuzzforanofflineaction. We are goingtostartan online campaign in orderto: </li></ul><ul><ul><li>Generatemore visibility. Facebook fans allovertheworldwill know abouttheopeningandItalian fans willhave a place togetfirsthandinformationandinteractdirectlywiththebrand. - Social media usersfitthebrand’stargetprofile - Theregistrationforms (Facebookandmicrosite) will be usefultomaketheuserdatabasegrow </li></ul></ul><ul><ul><ul><ul><li>. </li></ul></ul></ul></ul>FacebookUsers (Italy): 4191 Rome: 1187 Milan: 622
Roma Market TOURISM TYPES OF TOURISM HOLIDAYS AND EVENTS SEANSON/WEATHER COMMERCIAL MOMENTUM JANUARY 50% EUROPEAN AND NON EUROPEAN + ITALY NEW YEAR'S DAY, JANUARY 6 THREE KINGS DAY 3-12 DEGREES SALES AND THREE KINGS' PRESENTS FEBRUARY 10-20% MOSTLY NON EUROPEAN 5-15 DEGREES MOMENTUM MARCH 30-40% EUROPEAN AND NON EUROPEAN MARCH 8 INTERNATIONAL WOMEN'S DAY 8-17 DEGREES, SOMETIMES RAIN WEATHER GETS HOTTER, TOURISM STARTS, WOMEN'S DAY APRIL 50% ITALIAN AND EUROPEAN, KIDS TRAVEL WITH SCHOOL APRIL 25 LIBERATION DAY 10-20 DEGREES KIDS AND YOUNG BOYS TRAVEL WITH THEIR SCHOOLS MAY 50% ITALIAN, EUROPEAN AND NON EUROPEAN may-01 15-20 DEGREES KIDS AND YOUNG BOYS TRAVEL WITH THEIR SCHOOLS JUNE* 60% EUROPEAN AND NON EUROPEAN + ITALY JUNE 2 REPUBLIC DAY 20-27 DEGREES A LOT OF FOREIGN TOURISM JULY 60-70% EUROPEAN AND NON EUROPEAN + ITALY 27-32 DEGREES SALES, SCHOOL ENDS, WEATHER GETS HOTTER AND SUMMER TOURISM STARTS AUGUST 50% EUROPEAN AND NON EUROPEAN AUGUST 15 FERRAGOSTO 27-40 DEGREES SEPTEMBER 30% AFTER THE FIRST WEEK, LOW TOURISM 23-30 DEGREES SCHOOL STARTS AND PEOPLE GET BACK TO THEIR JOBS OCTOBER 30-20% MOSTLY ITALIAN CLIENTS HALLOWEEN 17-23 DEGREES WEATHER CHANGES NOVEMBER 10-20% MOSTLY ITALIAN CLIENTS NOVEMBER 2 ALL SOUL'S DAY 9 Y 15 DEGREES, RAIN ALONG WITH FEBRUARY, THE MOST QUIET MONTH DECEMBER 30-40% ITALIAN, EUROPEAN AND NON EUROPEAN DECEMBER 8 FEAST OF THE IMMACULATE CONCEPTION, 24+25+26 CHRISTMAS, NEW YEAR'S EVE 3-10 DEGREES CHRISTMAS AND NEW YEAR'S DAY SHOPPING HIGHEST INVOICE MEDIUM-HIGH INVOICE MEDIUM-LOW INVOICE LOWER INVOICE * PERFECT MOMENT FOR VIP CLIENTS OR NEIGHBOURS
Schedule of actions September October November 13 th 10th 3rd – 10th Video teaser of Rome store to be launched as a viral on Youtube, Facebook and Vimeo Contest for concert tickets closes and Online registration for Facebook and microsite launched Deliver the hats in-store for the winners. 13th – 10th (October) 11th – 31st 6th – 10th Promoters will be distributing flyers offering 20% discount (in-store) along with 15000 codes for concert tickets, in selected places in Rome Launch the Facebook Viral Appli cation Tool with one winner per week (3 prizes of complete PepeJeans outfits for the winners and corporate hats for the ones who get more than 50 “likes”). Launch of The English Tourist (in Rome) teaser. PJ Long, the English tourist pretends to be In Rome giving clues and places to visit. 13th – 10th (October) 18th – 3rd (November) 10th Development of the online registration for the Facebook Page and microsite The English Tourist guide to Rome is introduced in a tab on Facebook; anyone who provides good information receives a corporate hat. PJ Long is in Rome. Street mkt, Buzz mkt, Facebook and Twitter participating in the action. The prize: a trip for two to London to experience Pepe Jeans brand origins (Organised along with London Office). Prize giving ceremony (cocktail party with DJ) held in-store with PJ Long and photocall with bloggers and journalists. *Billboardstobelaunched in Rome duringthesecondhalf of September 11th Pepe Jeans “Scissor Sisters” Concert Party. Sponsorship, 200 tickets (100 for public contest + 100 for VIP, media and guests). 11th Novemberonwards - PR for concert and English tourist events. Link communication for Christmas campaign and use materials collected in the past periods such as; pictures for a photo wall named Faces of Rome, iPhone and iPad apps for a Pepe Jeans city guide
Video Teaser Video teaser presenting the new store in Rome. To be displayed on the Facebook landing page and Youtube channel.
Promotion/ FlyeringAreas There will be 15,000 flyers delivered by promoters in these areas; <ul><ul><li>Four promoters dressed in Pepe Jeans clothing will be handing out flyers giving a 20% discount (valid for 1 month) as well as a chance to win a pair of tickets to a Scissor Sisters concert. </li></ul></ul><ul><ul><li>The tickets can be won by entering a unique code from the flyer into either the Pepe Jeans Facebook page or a specially created microsite, opening up the competition to those that don’t have Facebook. </li></ul></ul><ul><ul><li>There will be 50 pairs of tickets with 10 available on the microsite and 40 on Facebook due to the viral power Facebook has. </li></ul></ul>
Promotion/ FlyeringAreas Theywill be flyeringonthestreets of Rome and at the start of October they will target two of the universities and ‘happy hours’ to ensure a good range is aimed at the Pepe Jeans target market. <ul><li>Thisis a cool area nearColesseo, where people go for happy hour and eating at ethnicrestaurants: </li></ul><ul><li>Rione Monti - Via Panisperna </li></ul><ul><li>Rione Monti - Via dei Serpenti </li></ul><ul><li>Rione Monti - Via del Boschetto </li></ul><ul><li>Rione Monti - Via della Madonna dei Monti </li></ul>
Promotion/ FlyeringAreas <ul><li>Via Cola di Rienzo (famous shopping streetwithmany fashion store) </li></ul><ul><li>Via del Corso (the mostimportant shopping street in Rome) </li></ul><ul><li>Via dei Condotti e Via Frattina (streetswithbrandlike D&G, Louis Vuitton, Fendi) </li></ul><ul><li>Piazza di Spagna (the center ofRomewith a lotofshops!) </li></ul><ul><li>Piazza Campo dé Fiori (hereyou can find the realRomenightlife full ofpubs!!) </li></ul>
Promotion/ FlyeringAreas <ul><li>Trastevere - Piazza Trilussa (the favourite meeting placefor the youngroman people duringall the week) </li></ul><ul><li>Trastevere – Vicolo del Cinque and nearby (you can find a lotofyoung people duringall the week) </li></ul><ul><li>Trastevere – “Freni e Frizioni” (oneof the mostimportantplacefor the happy hour in Rome) </li></ul>
Promotion/ FlyeringAreas <ul><li>Pigneto (newnightlife area in a revalueddistrict full ofrestaurant and pubs) </li></ul><ul><li>“ Circolo degli Artisti” (famous location for rock and radical chic target) </li></ul><ul><li>San Lorenzo (lovelycrowded area nearby “Sapienza” universitywhereall the guyshavefun and meeteachother in the littlestreets and squares) </li></ul><ul><li>“ Qube” (oneof the biggest club in Romewiththreelevelscapacityof 3000 people) </li></ul>
Promotion/ FlyeringAreas <ul><li>You can findmanyclubs, restaurants and pubs in a big area from Testaccio to Ostiense whereyoung and fashion people go everyFriday and Saturday night: </li></ul><ul><li>Testaccio – Via di Monte Testaccio </li></ul><ul><li>Ex Mattatoio </li></ul><ul><li>Via di Libetta - Ostiense </li></ul>
Promotion/ FlyeringAreas <ul><li>Ponte Milvio (important area thatbecomefamousfor a popularitalian film. Manyguysspend the Saturdaynigh on the Ponte Milvio bridge drinking and talking) . </li></ul>
Promotion/ FlyeringAreas <ul><li>EUR – “ Room 26 e Spazio 900” ( they are 2popular club in Rome; spazio 900 capacityof 4.000 people and Room 26 1.500 people from 25 to 35 years) . </li></ul>
Promotion/ FlyeringAreas <ul><li>Thisis a central area whereyou can findmany people from 18 to 40 yearseverydaysof the week. There are a lotofpubs and placesespecially in Via del Governo Vecchio and Via dell’Anima alwayscrowdedofguys! </li></ul><ul><li>Via dell’Anima </li></ul><ul><li>Via del Governo Vecchio </li></ul><ul><li>Piazza Navona </li></ul><ul><li>Via del Teatro Pace </li></ul>
Pepe landstab Facebook landing page to allow users to validate codes given to them on flyers while also including the Rome guide, a concert billboard and the new “likers” application. Thetabisorganized in “interchangeableunits”, so we can makeone more visible thantheothers. Forexample: ifwewanttheScissorSistersimageto be the principal, we can moveiteasily. ThesamewiththeRomeguideortheEnglishTourist; thistab has greatflexibility..
The English Tourist The English Tourist in Barcelona: Created using the idea of a traveller (PJ Long) in Barcelona writing an online travel journal of places he has been and things he has seen, giving clues to where he will end up. From this people have to try and find him on the streets of Barcelona to win a trip to London. In this campaign an interactive page was created on Facebook allowing users to give feedback.
The English Tourist Duringtheaction, PJ Long visitedthecoolest spots in townandwrotehisexperience in hisdiary, viaFacebookandTwitter, so userscouldfollowhissteps in ordertofindhimthelastday.
The English Tourist <ul><li>This innovative type of event generates popularity in the online community because of its easily accessible nature. </li></ul><ul><li>It can be easily applied to most of the common social media sites such as Facebookor Twitter. </li></ul><ul><li>It also works well in generating publicity in a certain area of the world as its focus is in one city. </li></ul><ul><li>This proves to be effective because it does not need to be spread internationally in order to be successful and can be adapted to suit its location. </li></ul>Some of thebuzzfromtwitter
V.I.P StoreEvent There’sgoingto be a V.I.Pcocktail party held in-store. Itwill be open toselectedbloggersand media withphotocallopportunities. Facebook fans will be abletogive feedback thedayafterviatheofficial Pepe Jeans page.
ScissorSisters An American pop and rock band formed back in 2001, the Scissor Sisters take influence from disco and glam-rock music. Entertainers at heart, Scissor Sisters have earned their reputation for being humorous, controversial and outright transgressive in their live performances that have filled venues from New York’s Bowery Ballroom to London’s O2 Arena. Describing the U.K as their “Spiritual home” they have recently released their third album “Night Work” which topped the charts in the U.S.
ScissorSisters Here are someexamplesofotherrenownedbandsplayinglive at Atlantico: