1. GROUP 3:
Marketing Pitch for
With research based on:
BeverlyOkhio·ConorSoules ·HeatherLangley·IanJunweiGu ·JaiJoseph

2. BRAVO created a very fan-centric network relying heavily
on buzz marketing. Fans are encouraged to interact
through social media creating a two-sided dialogue.
“By going beyond the television screen and directly into the
audience's world,Bravo willbe able to grow its user base and
create programming and content that our audience actually
wants, willuse and consume. This initiative allowsthem to
experience Bravo on-air, online and at home, so they can
essentially have real life interaction withour brand.”
- Lisa Hsia, EVPof Bravo Digital Media

3. BRAND AMBASSADORS
Target campuses:
Target markets:
Chicago · New York · L.A. ·
Philadelphia · Boston

4. THE PLAN:
BRANDAMBASSADORS:
• 2Ambassadors at each school for 5 months
• 40 peer-to-peer conversations per week
• Speak to 2 clubs of 40+ members each week
EVENTS:
• Screenings of Season 2 premiere of HitRecord
• Art Happenings on campus
• Joseph Gordon Levitt to speak at USC and UCLA
SOCIAL MEDIA
&

5. SOURCE: ADWEEK
BRANDED EVENTS
According to a survey by Momentum Worldwide, branded live
events are the No. 1 driver of brand recommendations.

6. SCREENINGS
What: Brand ambassadors will
organize free screenings of the
HitRecord Season 2Premiere on
select campuses to generate buzz,
draw collaborators, and create
awareness ofHitRecord and Pivot TV.
When:Weekprior toHitRecordSeason2launch(Spring)
Purpose:
• To create buzz for show and for Pivot prior to launch.
• To recruit additional collaborators for the show.
• To receive audience feedback and get cable petitions signed.
• To get users for the Pivot app.
Incentives: Free food, swag, and collaborative opportunities.

7. ART HAPPENINGS
A partly improvised or spontaneous piece
of art, typically involving audience
participation. Meant to eliminate the
boundary between the artwork and its
viewer.
Purpose:
• “Cool,” trendy branding event.
• Encourages participation and attracts attention.
• Particularly attracts Pivot’s target demographic.
• Upholds and supports HitRecords’ mission of creative collaboration.
• Sustains HitRecord hype post-launch.
How:
Brand ambassadors will be required to
coordinate at least one Happening
during their 5-month term on campus.
Olaf Breuning, Technocolor Installation at
the Oakland Happening of “Station to
Station,” sponsored by Levi’s.

8. • Based on Fall Tour 2010
• We propose: social action as the
forefront of this tour, with a focus on
topics of digital media literacy (such as
vitality and credibility).
JGL COLLEGE TOUR
“I want toopen my projects up
topeople whocan contribute.
We’re coming tocolleges to
findpeople withthe equipment
and the skills.”
– Joseph Gordon Levitt

9. - Housewives
Behind-the-
scenes
#RHOC
TweetBattle
SOCIAL MEDIA
Specific
Demo/Keywords
Targeting
Multi-Platform
Usage
Visual Content
Unique Hashtag
Engagement
- College Students
- HitRecord
Teasers, footage,
filming scenes
#HitRecordPivot
- User-generated
content
- Tailored comments

10. BUZZ GENERATION
• Popularity of social media
• Two-way communications
AMPLIFICATION AND CURATION
• Multiple touch points
MEDIA RELATIONS
• From social buzz to mass media coverage
SOCIAL MEDIA

11. BUDGET
Costs
Agency Fee, Wages, Training,
Misc.
$175,000
Joseph Gordon Levitt $100,000
Screenings $16,560
Art Happenings $3,500
T-Shirts $26,250
Print Media $25,125
Social Media $300,000
$646,435

12. ESTIMATED NEW VIEWERS
Form of Advertisement Number of Students
Conversations and Club
Meetings (58.3%)
19,589
Screenings (59%) 2,124
Art Happenings (18%) 5,562
Word of Mouth (43%) 11,728
Social Media (Facebook- 56%,
Twitter- 34%)
115,802
Social Media (Shares viewed by
friends- 34.1%)
39,488
Print Media (5%) 652
Total 194,945