Diddy World010305


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Presentation I created for the collaboration between Diddy and BK

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Diddy World010305

  1. 1. BURGER KING ® “ Who Wears the Crown?” presents
  2. 2. Who Wears the Crown? <ul><li>Powerhouse Sean “P-Diddy” Combs, the king of pop culture partners </li></ul><ul><li>with the king of fast food, BURGER KING®, to create a powerful alliance where </li></ul><ul><li>® is king. </li></ul>Have It Your Way
  3. 3. PURPOSE <ul><li>Present a series of program descriptions that form the </li></ul><ul><li>foundation for a partnership between Burger King </li></ul><ul><li>Corporation, P-Diddy, Bad Boy Entertainment and UniWorld </li></ul><ul><li>Group, Inc. </li></ul><ul><li>This effort will focus on the “P-Diddy” world tour and new CD </li></ul><ul><li>release. It will be P-Diddy’s last CD release and tour, and is </li></ul><ul><li>expected to be a major music and media attraction on par </li></ul><ul><li>with that of the Jay Z retirement, further enhanced by the </li></ul><ul><li>BK HIYW partnership. </li></ul>
  4. 4. “ P-DIDDY” THE FIT
  5. 5. MARKETING LANDSCAPE: BURGER KING® AND P-DIDDY: A FORCE TO BE RECKONED WITH <ul><li>THE MERGING OF THE BRANDS: P. Diddy – the Epitome of the AA SuperFan </li></ul><ul><li>Sean “P-Diddy” Combs, founder of Bad Boy Entertainment, is one of the most </li></ul><ul><li>groundbreaking innovators of Black entertainment this generation has seen since </li></ul><ul><li>Russell Simmons and is an icon that is larger than life. </li></ul><ul><li>His metamorphosis through the creation of multiple brands, has created the </li></ul><ul><li>Opportunity for him to embrace a wide array of artistic forms – from music, film, and </li></ul><ul><li>Broadway to fashion. </li></ul><ul><li>An icon for pop culture, he has even swayed the masses with in political activism </li></ul><ul><li>During the “Citizen Change” Campaign in 2004. </li></ul><ul><li>Simply stated, Combs is the new Urban Elite and with the king of burgers, BURGER </li></ul><ul><li>KING,® this partnership will amplify both brands. </li></ul>
  6. 6. MARKETING LANDSCAPE: BURGER KING® AND P-DIDDY: A FORCE TO BE RECKONED WITH <ul><li>THE MERGING OF THE BRANDS: P. Diddy - the Epitome of the AA SuperFan </li></ul><ul><li>Any promotional campaign would speak to the core desires of the SuperFan, the new direction of BURGER KING® embodying Sean Comb’s attributes: </li></ul><ul><ul><li>The new innovativeness – He recreates and metamorphoses classic best-selling ideas </li></ul></ul><ul><ul><li>Unexpected (From showing up in Monster’s Ball , doing a Broadway play or running the marathon, – you never know what Diddy will do next – Neither will you know what BK will do next. </li></ul></ul><ul><ul><li>No boundaries P-Diddy knows no such thing as “I can’t”. BK’s HIYW mantra will be bigger than life. </li></ul></ul><ul><ul><li>Trend setting – Being true to himself, doing things his way </li></ul></ul><ul><ul><li>Chameleon – P-Diddy is the hip-hop mogul turned actor turned designer turned restaurant owner turned rock and roll artist. BK morphs as well, with its many campaigns and faces always on the cutting edge. </li></ul></ul><ul><li>BURGER KING® and Bad Boy Entertainment will attempt to break through the </li></ul><ul><li>competitive clutter and deliver to a growing audience that is the by-product of the hip hop </li></ul><ul><li>culture – which has now expanded beyond its initial boundaries, transcending its </li></ul><ul><li>very nature and becoming the new mainstream, having it their way. </li></ul>
  9. 9. OBJECTIVES <ul><li>Introduce the BURGER KING®(BK)/BAD BOY(BB) partnership to the SuperFan </li></ul><ul><li>Build awareness, loyalty, enthusiasm and affinity for the BK brand </li></ul><ul><li>Drive store sales and traffic </li></ul><ul><li>Reinforce P-Diddy and BURGER KING elite status </li></ul>
  10. 10. STRATEGIES <ul><li>Explore ways to build mutual image enhancements and cool factor by developing cutting-edge BK/BB brand associations that possess relevant key cultural cues within the SuperFan lifestyle. </li></ul><ul><li>Reinforce BKs HAVE IT YOUR WAY (HIYW) brand essence via direct partnership with the “Diddy” lifestyle cues of living life like a king, experiencing the best that life has to offer. </li></ul><ul><li>Position the P-Diddy CD release & world tour as a high-profile event. </li></ul><ul><li>Deliver the P-Diddy BK HIYW style experience in-store and beyond. </li></ul>
  11. 11. STRATEGIC RECOMMENDATION <ul><li>Develop/execute ONE comprehensive program </li></ul><ul><ul><li>This overarching program encompasses all of the many event format variables into a synergistic 360 degree SuperFan experience </li></ul></ul><ul><li>Establish awareness, hype and interest with a national Through the Line (TTL) program that includes: </li></ul><ul><ul><li>Above the Line (ATL) Media, Advertising </li></ul></ul><ul><ul><li>Below the Line (BTL) promotion, publicity, direct mail, in store, and the Internet (strongly recommend a content-rich website) </li></ul></ul><ul><ul><ul><ul><li>Offers real estate and applications that extend the reach and engage consumers outside of the event areas </li></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Enhances relevance, accessibility and participation </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><li>Dynamic vehicle </li></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Allows for ongoing, updated program details </li></ul></ul></ul></ul></ul>
  12. 12. STRATEGIC RECOMMENDATION (cont.) <ul><li>Implement SPECIAL LOCAL components for event markets: specific intention to drive in-store visits and event attendance </li></ul><ul><li>Leverage influentials/tastemaker segment </li></ul><ul><ul><li>Enhance consumer relationship, and effectively spread message </li></ul></ul>
  13. 13. Communication Elements: TTL <ul><li>Through-the-Line campaign </li></ul><ul><ul><li>ATL (print, broadcast), retail, direct mail, online, IVR, public relations </li></ul></ul><ul><li>Each communication component will feature integrated, consistent imagery and messaging to: </li></ul><ul><ul><li>Enhance BK’s brand image </li></ul></ul><ul><ul><li>Reinforce BK as a leader in the target’s preferred music </li></ul></ul><ul><ul><li>Communicate event essence (concept & identity) </li></ul></ul><ul><ul><li>Promote sweepstakes </li></ul></ul><ul><ul><li>Drive to store/Web/800 # </li></ul></ul><ul><li>Local communications will be customized per event market to drive attendance </li></ul><ul><ul><li>Communicate specific event activity, dates, venues and talent; as well as local promotions, if any </li></ul></ul>
  14. 14. Communication Elements: ATL <ul><li>National TV, radio, electronic and print advertising campaign </li></ul><ul><ul><li>Innovative executions in high-profile targeted outlets </li></ul></ul><ul><ul><li>Media to explore added value offers </li></ul></ul><ul><ul><li>Media plan TBD </li></ul></ul><ul><li>Event markets: customized print, TV, electronic local vehicles </li></ul><ul><ul><li>Pubs/newspapers: event activity, times, venues and talent </li></ul></ul><ul><ul><li>Electronic – entertainment, chat, music, event sites </li></ul></ul><ul><ul><li>Outdoor: wild postings, other guerilla tactics </li></ul></ul><ul><ul><li>Media plan TBD </li></ul></ul><ul><ul><ul><li>Local ads to hit approx. 1 week prior to events </li></ul></ul></ul>
  15. 15. Communication Elements: PR <ul><li>National PR campaign </li></ul><ul><ul><li>Major media announcement event (i.e., party, press reception, etc.) in collaboration with record label to announce BK tour participation. </li></ul></ul><ul><ul><li>Publicity and promotion campaign activities throughout world tour, including: </li></ul></ul><ul><ul><ul><li>Local media events highlighting BK local store involvement </li></ul></ul></ul><ul><ul><ul><li>Tour </li></ul></ul></ul><ul><ul><ul><li>Co-partner announcements </li></ul></ul></ul><ul><ul><ul><li>Online programs </li></ul></ul></ul><ul><ul><ul><li>Contest winners </li></ul></ul></ul><ul><ul><ul><li>Employee program </li></ul></ul></ul><ul><ul><ul><li>International activities in key BK overseas markets </li></ul></ul></ul><ul><ul><ul><li>Media programs </li></ul></ul></ul>
  16. 16. Communication Elements: In Store <ul><li>National: timing tbd </li></ul><ul><ul><li>Event posters/window statics </li></ul></ul><ul><ul><ul><li>Synergistic with print campaign </li></ul></ul></ul><ul><ul><li>Counter display and go card </li></ul></ul><ul><ul><ul><li>Reinforces the sweepstakes </li></ul></ul></ul><ul><ul><ul><li>Go card offers more detailed event information </li></ul></ul></ul><ul><ul><li>Consider using other options with event cues (e.g., buttons, musical or voice intro message at drive thru) </li></ul></ul><ul><ul><li>POP mix CD of new CD snippets and/or vintage compilation </li></ul></ul><ul><li>Event markets: all above items will be customized with event-specific details per each market </li></ul><ul><ul><li>If local details are pending for market(s) at campaign launch, “coming soon” message can be conveyed </li></ul></ul>
  17. 17. Communication Elements: DM <ul><li>National direct mail: 2 mailings </li></ul><ul><ul><li>#1 drop: “Announcement” mailer to build excitement & generate buzz </li></ul></ul><ul><ul><ul><li>Event overview, sweepstakes entry, drive to Web/800# </li></ul></ul></ul><ul><ul><li>#2 drop: “Wrap-Up” mailer with event recap </li></ul></ul><ul><ul><ul><li>Two versions: </li></ul></ul></ul><ul><ul><ul><ul><li>Influential/tastemakers and responders to first mail drop: “Thank you for your interest” follow-up, with compilation event CD or special music and/or food offer </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Non-responders: Tour recap – See you next time! Drop by to see us. Food offer. </li></ul></ul></ul></ul>
  18. 18. Communication Elements: DM <ul><li>Leverage segmentation knowledge to extend special offers to influential/VIP/tastemaker prospects </li></ul><ul><ul><li>i.e., VIP passes to those in event areas, free event-related offers, sneak preview of online event Webcasts </li></ul></ul><ul><ul><li>Track redemption to gauge appeal for future reference </li></ul></ul>
  19. 19. Communication Elements: E-mail <ul><li>National E-mail </li></ul><ul><ul><li>Utilize Bad Boy or BK e-mail database to send media-rich e-mails for ongoing updates or alerts to visit Enhanced CD (ECD) </li></ul></ul><ul><ul><ul><li>2-3 e-mails </li></ul></ul></ul><ul><ul><ul><ul><li>#1: teaser - announce event & sweepstakes </li></ul></ul></ul></ul><ul><ul><ul><ul><li>#2: event updates & sweepstakes reminder </li></ul></ul></ul></ul><ul><ul><ul><ul><li>#3: follow up after event </li></ul></ul></ul></ul><ul><ul><li>E-mail captures from Website/IVR/ECD visits will receive subsequent e-mail updates </li></ul></ul><ul><li>Event market (event market resident consumers) </li></ul><ul><ul><li>E-mail messages will be customized per their specific market event activity </li></ul></ul>
  20. 20. Communication Elements: Online <ul><li>Pending determination on whether an offshoot Web site will eventually replace the ECD </li></ul><ul><li>At minimum, a unique URL should be created with event overview and market specifics (dates, venues, talent) </li></ul><ul><li>Create an experience that extends beyond the physical events </li></ul><ul><ul><li>All consumer touchpoints (print, broadcast, DM, retail, e-mails) will drive consumers to the unique Website: </li></ul></ul><ul><ul><ul><li>Interactive landing page to further entice prospects to sign in </li></ul></ul></ul><ul><ul><ul><ul><li>Event details (locations, venues, dates, talent) </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Sweepstakes information </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Sweepstakes entry </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Virtual tour of concert, tricked-out stores, other unique features & benefits, i.e., Webcast of events (prerecorded & edited), music trivia, artist features </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Opt in for event updates and future concert tour info. </li></ul></ul></ul></ul>
  21. 21. Communication Elements: Online <ul><li>Other considerations: </li></ul><ul><ul><li>Teaser Webvertising (banners) </li></ul></ul><ul><ul><li>Purchase key words on search engines leading to Website </li></ul></ul><ul><ul><li>Blog for consumer recaps, announcement, etc. </li></ul></ul><ul><ul><li>Local market banners for entertainment sites (Social Step, City Search, etc.) </li></ul></ul><ul><ul><li>An in-depth online proposal (strategy & content) will be prepared and submitted upon expressed interest </li></ul></ul>
  22. 22. Communication Elements: IVR <ul><li>A unique 800# with a dual purpose </li></ul><ul><ul><li>Provide prerecorded event updates/information per each market </li></ul></ul><ul><ul><li>Live operator option to enter the sweepstakes and verify age </li></ul></ul><ul><ul><ul><li>Operator script to be developed and checked by legal </li></ul></ul></ul><ul><ul><ul><li>Consumers would be able to opt in to receive 2006 and future concert updates via e-mail and snail mail </li></ul></ul></ul>
  23. 23. Communication Elements: Employee <ul><li>Spread the word, excitement and support internally, involve employees, franchisees, and crews in the action </li></ul><ul><li>Could provide information or further engage </li></ul><ul><ul><li>Intranet and posters to communicate event overview </li></ul></ul><ul><ul><li>Special regional employee sneak peek at concert rehearsal & CD signing </li></ul></ul><ul><ul><li>Trivia contests/sweepstakes </li></ul></ul><ul><ul><ul><li>Concert-and music-related prizes for performance </li></ul></ul></ul><ul><ul><ul><li>Top prize to attend final concert event with guests </li></ul></ul></ul><ul><ul><li>Compilation CD of BK-specific event footage with talent </li></ul></ul>
  24. 24. Communication Elements: SMS <ul><li>Utilize only in event markets </li></ul><ul><ul><li>Cell phone and 2-way pager text messaging for quick and customized communications </li></ul></ul><ul><ul><li>High penetration within target </li></ul></ul><ul><ul><li>Demonstrates connected cool of the BK brand </li></ul></ul><ul><li>Use cell phone text messaging for reminders and updates to local events </li></ul><ul><ul><li>Customer must have ability to opt out anytime </li></ul></ul>
  26. 26. Promotional Concepts <ul><li>Phase I – The Tour </li></ul><ul><ul><li>Launch/Press Event/Announcement of Partnership </li></ul></ul><ul><ul><li>CD Remix </li></ul></ul><ul><ul><li>Communications Plan to support Phase I </li></ul></ul><ul><ul><ul><li>Above-the-Line (ATL) </li></ul></ul></ul><ul><ul><ul><ul><li>Advertising </li></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>TV/Print/Broadcast/Electronic </li></ul></ul></ul></ul></ul><ul><ul><ul><li>Below-the-Line (BTL) </li></ul></ul></ul><ul><ul><ul><ul><li>Promotion/Publicity/Direct Mail/In Store/IVR/ Internet </li></ul></ul></ul></ul><ul><ul><ul><ul><li>TV Coverage – special tour coverage on (suggested): MTV/VH-1 Soul/HBO/PPV </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Pod/Web Casts </li></ul></ul></ul></ul>
  27. 27. Promotional Tactics: The BK Remix Experience CD <ul><li>Content </li></ul><ul><ul><li>Contests/Sweepstakes </li></ul></ul><ul><ul><li>Music/Media </li></ul></ul><ul><ul><li>Entertainment </li></ul></ul><ul><ul><li>Games </li></ul></ul><ul><ul><li>Community </li></ul></ul><ul><ul><li>Opt-in Newsletters </li></ul></ul><ul><ul><li>BK Minority Franchisee </li></ul></ul><ul><ul><li>Video Release </li></ul></ul><ul><ul><li>Online Auction </li></ul></ul><ul><ul><li>Public Relations </li></ul></ul><ul><li>Measurement </li></ul><ul><ul><li>Usage Time </li></ul></ul><ul><ul><li>Content Accessed </li></ul></ul><ul><ul><li>Data Capture </li></ul></ul><ul><ul><li>Product Interest </li></ul></ul><ul><ul><li>Contest Participation </li></ul></ul><ul><ul><li>Consumer Preferences </li></ul></ul><ul><ul><li>Secondary Research </li></ul></ul>“ The BK Remix Experience ” Enhanced Interactive CD Program : Offers a multi-dimensional BK brand relationship that uniquely speaks to the lifestyle and interest of our target audience through a portable interactive urban experience and destination Website. Designed specifically for the BK SuperFan, the CD gives contains a remix of Puffy’s old and new tracks while providing access to the latest news and information. Upon insertion into the computer, the CD takes the consumer to designation site exclusive to the possessor of the CD that provides regular tour updates, special messages from P-Diddy, information on the hottest events, BK offers and more... The CD is only available at BURGER KING restaurants and events. Not only will this provide access to our BK SuperFan but also research enabling BURGER KING to gain additional consumer insights.
  28. 28. Promotional Concepts <ul><li>Phase II – During the Tour </li></ul><ul><ul><li>Flyaway promotions </li></ul></ul><ul><ul><li>Communications plan to support Phase II </li></ul></ul><ul><ul><ul><li>Above-the-Line (ATL) </li></ul></ul></ul><ul><ul><ul><ul><li>Advertising </li></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>TV/Print/Broadcast/Electronic </li></ul></ul></ul></ul></ul><ul><ul><ul><li>Below-the-Line (BTL) </li></ul></ul></ul><ul><ul><ul><ul><li>Promotion/Publicity/Direct Mail/In Store/IVR/ Internet </li></ul></ul></ul></ul><ul><ul><ul><ul><li>TV Coverage – special tour coverage on (suggested): MTV/VH-1 Soul/HBO/PPV </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Pod/Web Casts </li></ul></ul></ul></ul>
  29. 29. Promotional Tactics: “King Me” Flyaway <ul><li>Flyaway </li></ul><ul><li>Trip for “King Me” winner and entourage (up to 3 friends) to travel 1 st class to an overseas P-Diddy concert and receive VIP treatment fit for a king: </li></ul><ul><ul><li>Private jet </li></ul></ul><ul><ul><li>5-star hotel stay </li></ul></ul><ul><ul><li>Event tickets </li></ul></ul><ul><ul><li>Backstage pass </li></ul></ul><ul><ul><li>VIP party invitation </li></ul></ul><ul><ul><li>VMA Awards * </li></ul></ul><ul><ul><li>Grammy Awards * </li></ul></ul><ul><ul><li>Limo transportation </li></ul></ul><ul><ul><li>Shopping spree </li></ul></ul><ul><ul><li>Personal valet </li></ul></ul><ul><li>Realitainment </li></ul><ul><li>“ King Me” transformation to be captured via network/cable broadcast and print, inclusive of winner announcements, “the trip”, the accommodations, shopping spree and concerts. The Diddy team of hair, makeup, and fashion stylists, event planner, interior designer (for hotel room), etc., will create a program for the individual winner and their entourage. </li></ul><ul><ul><ul><li>Televised (potential for MTV, BET) </li></ul></ul></ul><ul><ul><ul><li>Film </li></ul></ul></ul><ul><ul><ul><li>Web/Pod casting </li></ul></ul></ul><ul><li>Other Prizes </li></ul><ul><ul><ul><li>Free music downloads </li></ul></ul></ul><ul><ul><ul><li>TBD </li></ul></ul></ul>“ King Me” Flyaway Program: National BK-sponsored sweepstakes program selects lucky winner(s) who will get a glimpse of what living like a king and having it their way is really like in true P-Diddy/BK style. Prizes to include the following: * Ticket and after party hookup
  30. 30. Promotional Concepts <ul><li>Phase III And Beyond </li></ul><ul><ul><li>Store Tricked-Out </li></ul></ul><ul><ul><li>Communication Plan </li></ul></ul><ul><ul><ul><li>Above-the-Line (ATL) </li></ul></ul></ul><ul><ul><ul><ul><li>Advertising </li></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>N/A </li></ul></ul></ul></ul></ul><ul><ul><ul><li>Below-the-Line (BTL) </li></ul></ul></ul><ul><ul><ul><ul><li>Promotion/Publicity/Direct Mail/In Store/IVR/ Internet </li></ul></ul></ul></ul><ul><ul><ul><ul><li>TV Coverage – special tour coverage on (suggested): MTV/VH-1 Soul/HBO/PPV </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Pod/Web Casts </li></ul></ul></ul></ul>
  31. 31. Promotional Tactics: “Diddy” Signature Stores “ Diddy” Signature Store(s): This is a two-pronged campaign to get the SuperFan involved and create excitement and awareness about the Diddy Signature Stores. The final outcome to be totally customized BK store(s) in “Diddy” style-everything from the BK crew to the decor and in-store entertainment. Regional Voting Poll - Consumers log on to request that the Diddy Signature Stores be selected in their area. A realtime poll feature (bar graph) will reflect up-to-the-minute votes for each region. Viral Diddy Store Decor - Consumers log on to BK/Diddy specialty site and through CGI elements embark on a humorous and playful program that gives them access to several store themes with Diddy as an animated central character. Consumers can then live vicariously through the animated Diddy to design the BURGER KING® restaurant Diddy style and interact with store crew-their way. The site has a viral capability and can be forwarded to friends. Would require creative/comedic scripts for Diddy voiceovers.
  32. 32. Promotional Tactics cont. <ul><li>Trick Out My Store </li></ul><ul><li>Contest </li></ul><ul><ul><li>Select some BK corporate stores </li></ul></ul><ul><ul><li>National poll to vote for Diddy to </li></ul></ul><ul><ul><li>trick out their store </li></ul></ul><ul><ul><li># of stores TBD </li></ul></ul><ul><li>Interactive BK Store Design </li></ul><ul><ul><li>Viral campaign capability </li></ul></ul><ul><ul><li>Allows visitor to select design elements, music, customers, crew uniforms, crew personalities, etc., for their own customized store </li></ul></ul><ul><li>Kiosk </li></ul><ul><ul><li>Music downloads </li></ul></ul><ul><ul><li>Ring tones </li></ul></ul><ul><ul><li>Wall paper </li></ul></ul><ul><li>Kiosk (cont.) </li></ul><ul><ul><li>Gaming </li></ul></ul><ul><ul><li>VIP passport access </li></ul></ul><ul><ul><li>Web cam </li></ul></ul><ul><li>Store Environment </li></ul><ul><ul><li>Decor </li></ul></ul><ul><ul><li>Music </li></ul></ul><ul><ul><li>Menu </li></ul></ul><ul><ul><li>Uniform </li></ul></ul><ul><ul><li>POP </li></ul></ul><ul><li>Other </li></ul><ul><ul><li>POP compilations and special mixes </li></ul></ul><ul><ul><li>CD & video release events </li></ul></ul><ul><ul><li>Free music downloads </li></ul></ul><ul><ul><li>TBD </li></ul></ul>
  33. 33. ADDENDUM
  34. 34. Communication Elements: Flow ATL Retail DM PR Web E-mails <ul><li>Communicate event concept </li></ul><ul><li>Promote sweepstakes </li></ul><ul><li>Drive attendance to in-store, events, & Web site traffic </li></ul><ul><li>Obtain specific event info. </li></ul><ul><li>Extend event experience </li></ul><ul><li>Demonstrate know-how </li></ul><ul><li>Enter sweepstakes </li></ul><ul><li>Post event auction </li></ul><ul><li>Opt-in for concert updates </li></ul>Local Updates Events <ul><li>Event updates </li></ul><ul><li>Customized content </li></ul>IVR