1IBERIA21stJANUARY, 2008By Norma del BarrioTHE SUCCESS OFA PHENOMENALCAMPAIGN
201 OBJECTIVES
301 OBJECTIVESmaximise DVD sales with a limited marketingbudget.create buzz around HEROES DVD release.overcome handicap ca...
402 STRATEGY
502 STRATEGYPRODUCTPROMOTION PLACEMENTPRICETWO PRODUCTEDITIONSMULTI-LANGUAGEVERSIONSPRE-BOOKINGINNOVATIVECOMMUNICATIONCAMP...
602 STRATEGYTWO PRODUCT EDITIONSMULTI-LANGUAGE VERSIONSPRE-BOOKINGINNOVATIVE COMMUNICATION CAMPAIGNALTERNATIVE DISTRIBUTIO...
702.1 TWO PRODUCTEDITIONS7 discs regular editioncollectors limited edition TWO PRODUCT EDITIONSMULTI-LANGUAGE VERSIONSPRE...
802.2 MULTI-LANGUAGEVERSIONSWe transformed Spanish lingualdiversity into an opportunity.catalonianbasquegaliciancastilianT...
902.3 PRE-BOOKINGto increase initial allocation (sell-in)TWO PRODUCT EDITIONSMULTI-LANGUAGE VERSIONSPRE-BOOKINGINNOVATIVE ...
1002.4 INNOVATIVECOMMUNICATIONCAMPAIGNTWO PRODUCT EDITIONSMULTI-LANGUAGE VERSIONSPRE-BOOKINGINNOVATIVE COMMUNICATION CAMPA...
1102.4.1 PIONEERINGONLINE PR CAMPAIGN TOCREATE STRONGAWARENESScall for a HEROES party in Second Life.HEROES online video c...
1202.4.2 HEROESVIRTUAL PARTY ATSECOND LIFEWe encourage fans to dress like HEROES.The best costumes were rewarded with aDVD...
1302.4.2 HEROESVIRTUAL PARTY ATSECOND LIFETWO PRODUCT EDITIONSMULTI-LANGUAGE VERSIONSPRE-BOOKINGINNOVATIVE COMMUNICATION C...
1402.4.2 HEROESVIRTUAL PARTY ATSECOND LIFETWO PRODUCT EDITIONSMULTI-LANGUAGE VERSIONSPRE-BOOKINGINNOVATIVE COMMUNICATION C...
1502.4.2 HEROESVIRTUAL PARTY ATSECOND LIFETWO PRODUCT EDITIONSMULTI-LANGUAGE VERSIONSPRE-BOOKINGINNOVATIVE COMMUNICATION C...
1602.4.3 HEROES VIDEOCONTEST“Let your creativity fly and be our Hero”supported by YouTube and broadcastersinvolved cinema ...
1702.4.3 HEROES VIDEOCONTESTTWO PRODUCT EDITIONSMULTI-LANGUAGE VERSIONSPRE-BOOKINGINNOVATIVE COMMUNICATION CAMPAIGNALTERNA...
1802.4.3 HEROES VIDEOCONTESTTWO PRODUCT EDITIONSMULTI-LANGUAGE VERSIONSPRE-BOOKINGINNOVATIVE COMMUNICATION CAMPAIGNALTERNA...
1902.4.3 HEROES VIDEOCONTESTwinner videopromoted byYouTubemore than62,000 visitswithin the firstfive daysTWO PRODUCT EDITI...
2002.4.4 HUGEPR ACTIVITYonline partners: forums, sci-fi sites,broacastersprescribed and supported our actionsTWO PRODUCT E...
2102.4.4 HUGEPR ACTIVITYmedia value obtained  € 700KTWO PRODUCT EDITIONSMULTI-LANGUAGE VERSIONSPRE-BOOKINGINNOVATIVE COMM...
2202.4.5 ATTRACTIVEONLINE PLATTFORMTWO PRODUCT EDITIONSMULTI-LANGUAGE VERSIONSPRE-BOOKINGINNOVATIVE COMMUNICATION CAMPAIGN...
2302.4.6 TV CAMPAIGNmaximisation of investmentTWO PRODUCT EDITIONSMULTI-LANGUAGE VERSIONSPRE-BOOKINGINNOVATIVE COMMUNICAT...
2402.5 ALTERNATIVEDISTRIBUTIONCHANNELSKiosks TV sales TWO PRODUCT EDITIONSMULTI-LANGUAGE VERSIONSPRE-BOOKINGINNOVATIVE C...
2502.6 LOYALTYCAMPAIGNTWO PRODUCT EDITIONSMULTI-LANGUAGE VERSIONSPRE-BOOKINGINNOVATIVE COMMUNICATION CAMPAIGNALTERNATIVE D...
2602.4 STRONG TRADEMARKETINGTWO PRODUCT EDITIONSMULTI-LANGUAGE VERSIONSPRE-BOOKINGINNOVATIVE COMMUNICATION CAMPAIGNALTERNA...
2702.4 STRONG TRADEMARKETINGTWO PRODUCT EDITIONSMULTI-LANGUAGE VERSIONSPRE-BOOKINGINNOVATIVE COMMUNICATION CAMPAIGNALTERNA...
2802.8 COOPERATIONWITH SYFY CHANNELgranted extra content for our DVDthe Syfy logo was included on the collectoredition pac...
2903 RESULTS
3003 RESULTSOur objectives have been accomplished!
3103 RESULTSin just 12 weeks we have exceeded the salesreflected in the marketing plan by 45%.rotation media value  € 70...
32thank youmuchas gracias
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Innovadora campaña de marketing para el lanzamiento de la serie Héroes

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En esta presentación podemos observar una de las campañas pioneras en el uso de redes sociales para involucrar al público objetivo de forma activa en España, permitiéndoles interactuar con los personajes de la serie.

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Innovadora campaña de marketing para el lanzamiento de la serie Héroes

  1. 1. 1IBERIA21stJANUARY, 2008By Norma del BarrioTHE SUCCESS OFA PHENOMENALCAMPAIGN
  2. 2. 201 OBJECTIVES
  3. 3. 301 OBJECTIVESmaximise DVD sales with a limited marketingbudget.create buzz around HEROES DVD release.overcome handicap caused by fragmentedbroadcast.build a relationship with consumers and fans.
  4. 4. 402 STRATEGY
  5. 5. 502 STRATEGYPRODUCTPROMOTION PLACEMENTPRICETWO PRODUCTEDITIONSMULTI-LANGUAGEVERSIONSPRE-BOOKINGINNOVATIVECOMMUNICATIONCAMPAIGNALTERNATIVEDISTRIBUTIONCHANNELSLOYALTY CAMPAIGNSTRONG TRADEMARKETINGCOOPERATION WITHSYFY CHANNELPREMIUM€ 49.95 / € 59.95 SRP
  6. 6. 602 STRATEGYTWO PRODUCT EDITIONSMULTI-LANGUAGE VERSIONSPRE-BOOKINGINNOVATIVE COMMUNICATION CAMPAIGNALTERNATIVE DISTRIBUTION CHANNELSLOYALTY CAMPAIGNSTRONG TRADE MARKETINGCOOPERATION WITH SCIFI CHANNEL
  7. 7. 702.1 TWO PRODUCTEDITIONS7 discs regular editioncollectors limited edition TWO PRODUCT EDITIONSMULTI-LANGUAGE VERSIONSPRE-BOOKINGINNOVATIVE COMMUNICATION CAMPAIGNALTERNATIVE DISTRIBUTION CHANNELSLOYALTY CAMPAIGNSTRONG TRADE MARKETINGCOOPERATION WITH SCIFI CHANNEL8 discsexclusive T-shirtbonus contentfrom SciFi Channelcomic
  8. 8. 802.2 MULTI-LANGUAGEVERSIONSWe transformed Spanish lingualdiversity into an opportunity.catalonianbasquegaliciancastilianTWO PRODUCT EDITIONSMULTI-LANGUAGE VERSIONSPRE-BOOKINGINNOVATIVE COMMUNICATION CAMPAIGNALTERNATIVE DISTRIBUTION CHANNELSLOYALTY CAMPAIGNSTRONG TRADE MARKETINGCOOPERATION WITH SCIFI CHANNEL
  9. 9. 902.3 PRE-BOOKINGto increase initial allocation (sell-in)TWO PRODUCT EDITIONSMULTI-LANGUAGE VERSIONSPRE-BOOKINGINNOVATIVE COMMUNICATION CAMPAIGNALTERNATIVE DISTRIBUTION CHANNELSLOYALTY CAMPAIGNSTRONG TRADE MARKETINGCOOPERATION WITH SCIFI CHANNELlimited collectorsedition (only 3K units)reward for first buyers(for pre-booking)generating afeeling of scarcityand urgencyamong consumers(sell-out)
  10. 10. 1002.4 INNOVATIVECOMMUNICATIONCAMPAIGNTWO PRODUCT EDITIONSMULTI-LANGUAGE VERSIONSPRE-BOOKINGINNOVATIVE COMMUNICATION CAMPAIGNALTERNATIVE DISTRIBUTION CHANNELSLOYALTY CAMPAIGNSTRONG TRADE MARKETINGCOOPERATION WITH SCIFI CHANNELTo connect to our target we need to thinktheir way and use their tools.We entered the world of the “FRIKIS”(Spanish for crazy fans).
  11. 11. 1102.4.1 PIONEERINGONLINE PR CAMPAIGN TOCREATE STRONGAWARENESScall for a HEROES party in Second Life.HEROES online video contest.creation of a big online plattform for all theabove.TWO PRODUCT EDITIONSMULTI-LANGUAGE VERSIONSPRE-BOOKINGINNOVATIVE COMMUNICATION CAMPAIGNALTERNATIVE DISTRIBUTION CHANNELSLOYALTY CAMPAIGNSTRONG TRADE MARKETINGCOOPERATION WITH SCIFI CHANNEL
  12. 12. 1202.4.2 HEROESVIRTUAL PARTY ATSECOND LIFEWe encourage fans to dress like HEROES.The best costumes were rewarded with aDVD.Huge attendance.TWO PRODUCT EDITIONSMULTI-LANGUAGE VERSIONSPRE-BOOKINGINNOVATIVE COMMUNICATION CAMPAIGNALTERNATIVE DISTRIBUTION CHANNELSLOYALTY CAMPAIGNSTRONG TRADE MARKETINGCOOPERATION WITH SCIFI CHANNEL
  13. 13. 1302.4.2 HEROESVIRTUAL PARTY ATSECOND LIFETWO PRODUCT EDITIONSMULTI-LANGUAGE VERSIONSPRE-BOOKINGINNOVATIVE COMMUNICATION CAMPAIGNALTERNATIVE DISTRIBUTION CHANNELSLOYALTY CAMPAIGNSTRONG TRADE MARKETINGCOOPERATION WITH SCIFI CHANNEL
  14. 14. 1402.4.2 HEROESVIRTUAL PARTY ATSECOND LIFETWO PRODUCT EDITIONSMULTI-LANGUAGE VERSIONSPRE-BOOKINGINNOVATIVE COMMUNICATION CAMPAIGNALTERNATIVE DISTRIBUTION CHANNELSLOYALTY CAMPAIGNSTRONG TRADE MARKETINGCOOPERATION WITH SCIFI CHANNEL watch the video
  15. 15. 1502.4.2 HEROESVIRTUAL PARTY ATSECOND LIFETWO PRODUCT EDITIONSMULTI-LANGUAGE VERSIONSPRE-BOOKINGINNOVATIVE COMMUNICATION CAMPAIGNALTERNATIVE DISTRIBUTION CHANNELSLOYALTY CAMPAIGNSTRONG TRADE MARKETINGCOOPERATION WITH SCIFI CHANNEL“and the best costume was ...”
  16. 16. 1602.4.3 HEROES VIDEOCONTEST“Let your creativity fly and be our Hero”supported by YouTube and broadcastersinvolved cinema schools to secure qualityTWO PRODUCT EDITIONSMULTI-LANGUAGE VERSIONSPRE-BOOKINGINNOVATIVE COMMUNICATION CAMPAIGNALTERNATIVE DISTRIBUTION CHANNELSLOYALTY CAMPAIGNSTRONG TRADE MARKETINGCOOPERATION WITH SCIFI CHANNEL
  17. 17. 1702.4.3 HEROES VIDEOCONTESTTWO PRODUCT EDITIONSMULTI-LANGUAGE VERSIONSPRE-BOOKINGINNOVATIVE COMMUNICATION CAMPAIGNALTERNATIVE DISTRIBUTION CHANNELSLOYALTY CAMPAIGNSTRONG TRADE MARKETINGCOOPERATION WITH SCIFI CHANNEL watch the winner video
  18. 18. 1802.4.3 HEROES VIDEOCONTESTTWO PRODUCT EDITIONSMULTI-LANGUAGE VERSIONSPRE-BOOKINGINNOVATIVE COMMUNICATION CAMPAIGNALTERNATIVE DISTRIBUTION CHANNELSLOYALTY CAMPAIGNSTRONG TRADE MARKETINGCOOPERATION WITH SCIFI CHANNEL“and these are the other finalist …”second finalistthird_finalistfourth_finalistfifth finalistsixth finalistseventh finalisteighth finalistninth finalisttenth finalist
  19. 19. 1902.4.3 HEROES VIDEOCONTESTwinner videopromoted byYouTubemore than62,000 visitswithin the firstfive daysTWO PRODUCT EDITIONSMULTI-LANGUAGE VERSIONSPRE-BOOKINGINNOVATIVE COMMUNICATION CAMPAIGNALTERNATIVE DISTRIBUTION CHANNELSLOYALTY CAMPAIGNSTRONG TRADE MARKETINGCOOPERATION WITH SCIFI CHANNEL
  20. 20. 2002.4.4 HUGEPR ACTIVITYonline partners: forums, sci-fi sites,broacastersprescribed and supported our actionsTWO PRODUCT EDITIONSMULTI-LANGUAGE VERSIONSPRE-BOOKINGINNOVATIVE COMMUNICATION CAMPAIGNALTERNATIVE DISTRIBUTION CHANNELSLOYALTY CAMPAIGNSTRONG TRADE MARKETINGCOOPERATION WITH SCIFI CHANNEL
  21. 21. 2102.4.4 HUGEPR ACTIVITYmedia value obtained  € 700KTWO PRODUCT EDITIONSMULTI-LANGUAGE VERSIONSPRE-BOOKINGINNOVATIVE COMMUNICATION CAMPAIGNALTERNATIVE DISTRIBUTION CHANNELSLOYALTY CAMPAIGNSTRONG TRADE MARKETINGCOOPERATION WITH SCIFI CHANNEL
  22. 22. 2202.4.5 ATTRACTIVEONLINE PLATTFORMTWO PRODUCT EDITIONSMULTI-LANGUAGE VERSIONSPRE-BOOKINGINNOVATIVE COMMUNICATION CAMPAIGNALTERNATIVE DISTRIBUTION CHANNELSLOYALTY CAMPAIGNSTRONG TRADE MARKETINGCOOPERATION WITH SCIFI CHANNEL click to see the site
  23. 23. 2302.4.6 TV CAMPAIGNmaximisation of investmentTWO PRODUCT EDITIONSMULTI-LANGUAGE VERSIONSPRE-BOOKINGINNOVATIVE COMMUNICATION CAMPAIGNALTERNATIVE DISTRIBUTION CHANNELSLOYALTY CAMPAIGNSTRONG TRADE MARKETINGCOOPERATION WITH SCIFI CHANNELSyfy audience is 100%our core targetbenefit from Planeta NIFTV campaign (free ofcost) see 10” spot see 20” spot
  24. 24. 2402.5 ALTERNATIVEDISTRIBUTIONCHANNELSKiosks TV sales TWO PRODUCT EDITIONSMULTI-LANGUAGE VERSIONSPRE-BOOKINGINNOVATIVE COMMUNICATION CAMPAIGNALTERNATIVE DISTRIBUTION CHANNELSLOYALTY CAMPAIGNSTRONG TRADE MARKETINGCOOPERATION WITH SCIFI CHANNELPlaneta Dealsupported our release with TVcampaignwith TV ad campaign weoffered the possibility ofpurchase by phone (902)
  25. 25. 2502.6 LOYALTYCAMPAIGNTWO PRODUCT EDITIONSMULTI-LANGUAGE VERSIONSPRE-BOOKINGINNOVATIVE COMMUNICATION CAMPAIGNALTERNATIVE DISTRIBUTION CHANNELSLOYALTY CAMPAIGNSTRONG TRADE MARKETINGCOOPERATION WITH SCIFI CHANNELNumbering SystemT-Shirt every single copy is identifiedwith a unique codeconsumers must registeronline and enter their code toreceive the T-ShirtWe get to know our consumers toapproach them for our upcoming seasons.
  26. 26. 2602.4 STRONG TRADEMARKETINGTWO PRODUCT EDITIONSMULTI-LANGUAGE VERSIONSPRE-BOOKINGINNOVATIVE COMMUNICATION CAMPAIGNALTERNATIVE DISTRIBUTION CHANNELSLOYALTY CAMPAIGNSTRONG TRADE MARKETINGCOOPERATION WITH SCIFI CHANNELWe received hugesupport from ourclients.poster placed in all fnac stores in SpainMedia Markt brochure
  27. 27. 2702.4 STRONG TRADEMARKETINGTWO PRODUCT EDITIONSMULTI-LANGUAGE VERSIONSPRE-BOOKINGINNOVATIVE COMMUNICATION CAMPAIGNALTERNATIVE DISTRIBUTION CHANNELSLOYALTY CAMPAIGNSTRONG TRADE MARKETINGCOOPERATION WITH SCIFI CHANNELThe productwas perfectlyexposed instores.
  28. 28. 2802.8 COOPERATIONWITH SYFY CHANNELgranted extra content for our DVDthe Syfy logo was included on the collectoredition packagingplacement of banners announcing our DVDrelease on their websitereceived tickets for the Season Twopremiere, for our consumersTWO PRODUCT EDITIONSMULTI-LANGUAGE VERSIONSPRE-BOOKINGINNOVATIVE COMMUNICATION CAMPAIGNALTERNATIVE DISTRIBUTION CHANNELSLOYALTY CAMPAIGNSTRONG TRADE MARKETINGCOOPERATION WITH SCIFI CHANNEL
  29. 29. 2903 RESULTS
  30. 30. 3003 RESULTSOur objectives have been accomplished!
  31. 31. 3103 RESULTSin just 12 weeks we have exceeded the salesreflected in the marketing plan by 45%.rotation media value  € 700K so far.regular edition 70%.collectors edition 99%.
  32. 32. 32thank youmuchas gracias

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