Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

20111111 concept ben gordon


Published on

Published in: Technology, Business
  • Be the first to comment

  • Be the first to like this

20111111 concept ben gordon

  1. 1. American Horror Story Summer 2012 Integrated Promotion “ A Real Steal” Benjamin Gordon November 11, 2011
  2. 2. Observations <ul><li>Content is king! </li></ul><ul><ul><li>Audiences interaction is key. </li></ul></ul><ul><ul><li>Shows build massive fan bases by leveraging the power of content , speculation , and mythology . </li></ul></ul><ul><li>AHS presents opportunities to leverage powerful storytelling and content </li></ul><ul><ul><li>History </li></ul></ul><ul><ul><li>Intriguing characters (alive and deceased) </li></ul></ul><ul><ul><li>Alternate realities </li></ul></ul><ul><ul><li>The Murder House is as much a character as the people </li></ul></ul><ul><li>Key narrative thread : The Harmon’s are trying to sell their home and escape its horrors. </li></ul><ul><ul><li>The real estate industry has embraced digital, social, and interactive mediums in engaging and thought provoking ways </li></ul></ul>
  3. 3. Idea <ul><li>Maintain the excitement surrounding AHS throughout the summer with a promotional campaign leveraging marketing tactics used in the real estate industry. Program aims to </li></ul><ul><li>Generate press/audience conversation and speculation about the season finale, the characters, history, and Season 2. </li></ul><ul><li>Further build on the mythology behind Murder House, and </li></ul><ul><li>Acquire new audience members through earned media and repeat programming. </li></ul>
  4. 4. A Real Steal: Summer 2012 Promotional Campaign ASK FOR MARCY!
  5. 5. A Real Steal: Integrated Promotions Strategy <ul><li>Story and content -driven </li></ul><ul><li>Initiated via “tangible” promotional channels </li></ul><ul><li>Designed to </li></ul><ul><ul><li>Continue momentum of show and expand mythology . </li></ul></ul><ul><ul><li>Connect fan base and trigger speculation, ideation, and content sharing. </li></ul></ul><ul><ul><li>Grow audience through repeat programming and earned media </li></ul></ul>
  7. 7. A Real Steal: Channel Breakdown <ul><li>DIGITAL </li></ul><ul><li>Online ad units </li></ul><ul><ul><li>Real estate theme </li></ul></ul><ul><li>Magazine & Newspaper </li></ul><ul><li>Real Estate </li></ul><ul><li>Classifieds </li></ul><ul><li>Home </li></ul><ul><li>Lifestyle </li></ul><ul><li>“ Ask For Marcy/Ghost Spot” </li></ul><ul><li>TV spot aired during AHS re-runs </li></ul><ul><li>Fictional phone number drives to message w/ clues </li></ul><ul><li>Bad JuJu House Cleansing PR Kit </li></ul><ul><li>Online video/content drops to media outlets </li></ul>Phone, URL, Links & QR Codes drive to WEBSITE SOCIAL SEO/SEM PRINT RADIO/TV <ul><li>OOH “Ask for Marcy” advertising </li></ul><ul><ul><li>Bus shelters, benches </li></ul></ul><ul><ul><li>Open house signage </li></ul></ul><ul><li>Comic-Con Virtual Open House Viewings </li></ul><ul><li>Sponsored by a home security partner </li></ul>PUBLICITY Interactive Space OOH/EXPERIENTIAL
  8. 8. A Real Steal: Interactive Strategy WEB SEO/SEM <ul><li>Real-estate design/functionality </li></ul><ul><li>Hidden links to clues, images and videos </li></ul><ul><ul><li>Anomalies in web site design/images </li></ul></ul><ul><li>“ Newsletter” sign-up and phone </li></ul><ul><li>Links to Marcy’s Facebook/Twitter </li></ul><ul><li>Unconventional keyword search strategy </li></ul><ul><ul><li>Focus on real estate terminology </li></ul></ul><ul><li>Keywords uncover links to pages embedded with content </li></ul>MARCY
  9. 9. A Real Steal: Interactive Strategy <ul><li>Leverage and mirror social interaction trends in real-estate to create an immersive “home buying” experience; each channel used as a “front” for uncovering clues, hidden content, and exclusive offers/fan memorabilia </li></ul>“ The Dish” with Marcy Webisode series showcasing the House, its history, and “topics of interest” GetGlue/GoWalla/FourSquare/Flickr Leverage social platforms to direct users to “real estate” themed content with clues, hidden content, events and offers <ul><li>Twitter </li></ul><ul><li>Live updates on other “properties” and exclusive offers </li></ul><ul><li>“ Ghost Tweets” </li></ul><ul><li>Interact w/ Marcy and her team </li></ul><ul><li>Dream Home App </li></ul><ul><li>Augmented reality </li></ul><ul><li>Turn your house into Murder House </li></ul><ul><li>Leverage “recognition” technology to uncover clues and content </li></ul>SOCIAL Marcy’s Realty
  10. 10. A Real Steal: Interactive Ballpark Budget <ul><li>Website </li></ul><ul><li>Development </li></ul><ul><li>Maintenance/Updates </li></ul><ul><li>Social (Facebook, Twitter, GoWalla, GetGlue, etc.) </li></ul><ul><li>Development/Branding </li></ul><ul><li>Community Management </li></ul><ul><li>Content Production </li></ul><ul><li>Video production * </li></ul><ul><li>Photography </li></ul><ul><li>Creative Services (design, layout, writing) </li></ul><ul><li>*Includes writing, storyboarding, equipment, set-dressing, editing, re-touching, packaging, and streaming . Does not include talent residuals and other associated licensing/legal expenses. </li></ul><ul><li>Dream House App </li></ul><ul><li>Development, maintenance, data collection </li></ul><ul><li>Apple App Store Annual Fee </li></ul><ul><li>SEO/SEM Strategy </li></ul><ul><li>Yearly retainer for ongoing SEO/SEM ($5000/mnth) </li></ul>$50,000 $30,000 $50,000 $100,000 $40,000 $20,000 $90,000 $99 $60,000 TOTAL COST (BALLPARK): $440,099
  11. 11. Last Words: Content Generation Fans use Storify to leverage content from Twitter, YouTube & Flickr to find horror in the everyday and share it with friends horrify .me