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  1. 1. Digital Marketing Campaign Presented by Damian Hagger
  2. 2. Marketing Overview <ul><li>Demographics </li></ul><ul><li>Adults 18+ </li></ul><ul><li>Parents with children (PG Rating) </li></ul><ul><li>Secondary audience: Baby Boomers who grew up with the original film (representing 77 million online users) </li></ul><ul><li>Psychographics </li></ul><ul><li>Tech Savvy </li></ul><ul><li>Buys Online </li></ul><ul><li>Watches Cartoon Network, American Idol </li></ul><ul><li>Drives Honda Odyssey </li></ul><ul><li>Positioning Statement </li></ul><ul><li>Alice in Wonderland meets Willy Wonka! </li></ul><ul><li>Positioning statement: A fantasy trip delivering outrageous characters (witches, flying monkeys, munchkins), The Wizard of Oz is the family adventure coming to a theater near you.  </li></ul>
  3. 3. Objectives/Strategies <ul><li>Drive awareness and excitement leading up to the release of the film </li></ul><ul><li>Create favorable word-of-mouth online engagements </li></ul><ul><li>Excite family audience with this classic tale being re-imagined by a modern cinematic visionary.  </li></ul><ul><li>Capitalize on the robust characters and the timeless appeal of the story experienced by generations of movie lovers. </li></ul><ul><li>Be everywhere . Go to the demo online. Work on all devices with a focus on mobile. Tie the brand with users daily online activities. </li></ul><ul><li>Satisfy the fans. Bring in the fams. </li></ul><ul><li>Recognize the importance of International and repurpose assets accordingly. </li></ul>
  4. 4. Demo & Medium Key To easily identify the demo and distribution channel, the following key will be at the bottom of each campaign slide: Four Quad Medium
  5. 5. Phase 1 <ul><li>Timeline: 12 Months Out </li></ul>
  6. 6. Behind The Green Curtain <ul><li>Video production diaries from Tim Burton </li></ul><ul><li>Storyboards </li></ul><ul><li>YouTube Channel, Vimeo, and site </li></ul><ul><li>RSS Feed for Flipbook </li></ul><ul><li>Free News Stand (iOS5) downloads </li></ul><ul><li>Danny Elfman Scoring Sessions </li></ul>
  7. 7. Phase 2 <ul><li>Timeline: 8 Months Out </li></ul>
  8. 8. Official Site <ul><li>Launch Teaser Site </li></ul>Mobile <ul><li>iPad/iPhone/Android App </li></ul><ul><li>General Movie Info </li></ul><ul><li>Push Notifications </li></ul><ul><li>Trailer Exclusive on App and Apple </li></ul><ul><li>“ Coming Soon” with updates </li></ul>
  9. 9. Wide Trailer Launch <ul><li>Yahoo, YouTube, Hulu, Amazon, Vimeo, Facebook </li></ul>Social Media <ul><li>Official FB page launch </li></ul><ul><li>Twitter </li></ul><ul><li>YouTube Channel </li></ul><ul><li>Get Glue Sticker Set (e.g. watch trailer to get “Tornado” sticker) </li></ul>
  10. 10. Event <ul><li>SXSW Presence </li></ul>
  11. 11. Google Earth <ul><li>Emerald City virtual structure dropped over Austin cityscape </li></ul><ul><li>Users can tour Emerald City via Google Earth and uncover codes for prizes/swag at SXSW booth </li></ul>Have You Seen This Dog? <ul><li>Wildpostings around Austin of missing dog TOTO. Call number for details. </li></ul><ul><li>Users call a Google Voice number and get a message from Lady Gaga saying she has the dog…. </li></ul>
  12. 12. Phase 3 <ul><li>Timeline: 6 Months Out </li></ul>
  13. 13. Facebook <ul><li>Launch First FB App: Are You Smarter Than The Scarecrow? </li></ul>Mobile <ul><li>App update: The Munchkin-izer. Voice and Image distorter. Users are able to post their creations on FB and Twitter </li></ul>
  14. 14. Teaser Banners <ul><li>Character Banners: Users are introduced to the cast through character reveals </li></ul><ul><li>Users can ‘like’ the official FB page in-banner to reveal a character video. </li></ul>
  15. 15. Event <ul><li>Comic-Con Presence </li></ul>
  16. 16. Four-Squarecrow Directions! <ul><li>Check in to select locations to win! </li></ul><ul><li>Users are encouraged to check in to the Emerald City-OZ booth, 5 Minute Sneak Peak and Talent Panel to enter for a chance to win Premiere Tickets and swag. </li></ul><ul><li>Foursquare, FB Places, GoWalla </li></ul>
  17. 17. Phase 4 <ul><li>Timeline: 2 Months Out </li></ul>
  18. 18. Official Site <ul><li>Full site launch </li></ul><ul><li>Classic line soundboard </li></ul><ul><li>Desktops, AIM Icons, iPad/iPhone home screens </li></ul><ul><li>Skins: Wordpress, Tumblr </li></ul><ul><li>Augmented Reality OZ </li></ul><ul><li>Sharing, Device Agnostic </li></ul>Mobile <ul><li>App update: The Wicked Witch’s Crystal Ball: Accelerometer based fate generator </li></ul>
  19. 19. Twitter Game <ul><li>Go from the Yellow Brick Road to Emerald City in 10 keywords or less </li></ul><ul><li>Keywords of relevancy for the hour of play. A keyword in the top 100 grants you a move. </li></ul><ul><li>Winners post to FB and Twitter </li></ul>Wizardential Campaign ‘12 <ul><li>FB Vote for Who replaces OZ </li></ul><ul><li>Users can see character profiles for characters and cast their votes for who is best qualified </li></ul>
  20. 20. Event <ul><li>Halloween: Education/Younger Children </li></ul>
  21. 21. Lesson Plan <ul><li>Create a multipage, downloadable “Wizard of Oz” story book for children to learn from at school </li></ul><ul><li>Partner with to promote the book around Halloween </li></ul><ul><li>Lesson plan follows the core themes from the film: Belief in oneself and the importance of family </li></ul><ul><li>Masked cut-outs and costumer suggestions </li></ul>
  22. 22. Phase 5 <ul><li>Timeline: 4 Weeks Out </li></ul>
  23. 23. Mobile <ul><li>App update: Flying Monkeys VS Munchkins. Protect the Emerald City from the Flying Monkeys! </li></ul><ul><li>Multiplayer adhoc play! </li></ul>Picture Community/Partners <ul><li>Free OZ Lenses for Hipstamatic and Instagram Users </li></ul><ul><li>Turns users pictures to OZ Green and Yellow Hue </li></ul>
  24. 24. Facebook Advent Calendar <ul><li>Daily postings from characters with virtual gifts counting down to release date. </li></ul><ul><li>Partner with Amazon for exposure on their book and video pages reaching consumers who purchased The Wizard of Oz. </li></ul>Music Re-mix <ul><li>Lady Gaga “Somewhere Over The Rainbow” fan remix contest. Winner becomes site soundtrack on opening day </li></ul>
  25. 25. Phase 6 <ul><li>Timeline: 1-2 Weeks Out </li></ul>
  26. 26. YouTube Flash Mob <ul><li>Strategy: In the central screen, Dorothy asks the question: “Follow the Yellow Brick Road?” To her right, the adjacent thumbnails of munchkins come to life, affirming “Follow the Yellow Brick Road!” </li></ul><ul><li>Characters jump out from the thumbnails and onto the yellow brick road where they sing and dance their way towards the Emerald City. </li></ul>
  27. 27. ALL Mediums Updated: <ul><li>Ticket Pre-sale </li></ul>Premiere <ul><li>UStream/FB Live coverage of premiere in Kansas </li></ul>Banners <ul><li>RM Peel-back video unit: The Wizard is shown working behind the scenes of video player </li></ul><ul><li>Hurricane Takeover: Yahoo, </li></ul><ul><li>In banner ticketing </li></ul><ul><li>Mobile banners </li></ul>
  28. 28. Media Plan Campaign Site Summary Target Audience Adults 18+ Teaser Campaign Commence 6 Months Out Site Total Impressions Amazon/IMDB 1,250,000 Ain't It Cool 1,000,000 Facebook 1,000,000     TOTAL PLAN 3,250,000     Target Audience Adults 18+ Site Total Impressions YouTube 10,000,000 Yahoo Movies 7,500,000 People 4,500,000 Facebook 5,000,000 MSN Movies 2,500,000 Cartoon Network 2,500,000 Google Network 5,000,000 Poptropica 3,500,000 Nick 2,500,000 Weather 1,000,000     TOTAL PLAN 44,000,000
  29. 29. Digital Marketing Campaign Summary Phase 1 Phase 2 SXSW Phase 3 Comic-Con Phase 4 Halloween Phase 5 Phase 6
  30. 30. Digital Marketing Campaign Summary
  31. 31. Thank You. <ul><li>Questions for Damian </li></ul><ul><li>Timeline: 3 Minutes  </li></ul>