Stranglehold Fim Proposal


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  • Stranglehold Fim Proposal

    1. 1. Putting a 360 Degree Marketing Campaign in a Stranglehold August 2006
    2. 2. Operation Stranglehold : Briefing <ul><li>Detective’s Notes: </li></ul><ul><li>Stranglehold to hit the masses this Spring </li></ul><ul><li>Action/Adventure category competitive and fragmented </li></ul><ul><li>Critical to target key consumer segments </li></ul><ul><li>Assignment: </li></ul><ul><li>Accost & engage target audience </li></ul><ul><li>Educate target on key innovative features </li></ul><ul><li>Create custom profile and viral community </li></ul><ul><li>Execute high profile film contest </li></ul><ul><li>Sync media efforts with Stranglehold PR </li></ul>
    3. 3. Operation Stranglehold : Briefing <ul><li>Mission: Stranglehold </li></ul><ul><li>Build the Bomb </li></ul><ul><li>Set the Timer </li></ul><ul><li>The Explosion </li></ul>
    4. 4. 1) Build the Bomb <ul><li>Recommended Stranglehold Campaign Components </li></ul>Cross-FIM High Impact and Targeted Ad-Placements Exclusive Film Channel Homepage Takeover Custom Profile Cross-FIM Stranglehold Film Contest Club IGN Custom Blog IGN’s Stranglehold Central Beta hosted by FilePlanet Cross-FIM Stranglehold Online Film Festival
    5. 5. 2) Set the Timer: Fuel Consumer Adoption 66 million All the info The enthusiast will need Social Networking Hub Early Technology Adopters Action / Adventure Chinese Action / Asian Film Enthusiast Print MySpace Targets Online Evangelizer Awareness starts with the core and extends to the masses 6.3 million 1 million 4.1 million 12.3 million Mass Market TV Source: comScore Media Metrix, WW data, July 2006
    6. 6. 2) Set the Timer: Strategic Approach <ul><li>Phase 1: Announce </li></ul><ul><li>Custom Stranglehold Blog </li></ul><ul><li>Introduce custom community </li></ul><ul><li>IGN’s Stranglehold Central </li></ul><ul><ul><li>Launch a “Director’s Workshop” </li></ul></ul><ul><li>Kick off Hard Boiled Film Contest, encourage participation </li></ul><ul><li>Phase 2: Engage </li></ul><ul><li>Continue building out the “Director’s Workshop,” on IGN’s Stranglehold Central </li></ul><ul><ul><li>Updates and coverage of the film contest </li></ul></ul><ul><li>Hard Boiled Film Contest Gallery </li></ul><ul><ul><li> content refresh </li></ul></ul><ul><li>Phase 3: Pre-Launch Events </li></ul><ul><li>IGN’s Stranglehold Central </li></ul><ul><ul><li>Content Update </li></ul></ul><ul><li>Beta hosted by FilePlanet </li></ul><ul><li> Online film festival </li></ul><ul><li>Phase 4: Worldwide Premiere </li></ul><ul><li>Cross-FIM high impact/rich media homepage takeovers </li></ul>
    7. 7. 3) The Explosion! Custom Stranglehold Blog <ul><li>Downloadable Stranglehold skin available to Club IGN Members </li></ul><ul><li>Custom advertorial content </li></ul><ul><li>Seeded thread topics </li></ul>1 2 3 <ul><li>Club IGN Statistics: </li></ul><ul><li>Blog and list tools generate over 4.7 million monthly page views </li></ul><ul><li>Over 1.1 million member profiles </li></ul><ul><li>Generate 200,000 page views per day </li></ul><ul><li>Over 241 million Message Board posts </li></ul>Source: IGN Internal logs
    8. 8. 3) The Explosion! IGN’s Stranglehold Central <ul><li>Downloads, link to message boards </li></ul><ul><li>Hard Boiled Film Contest Director’s Workshop </li></ul><ul><li>Sweepstakes </li></ul><ul><li>Link to </li></ul><ul><li>Streaming video </li></ul>1 3 2 4 5
    9. 9. 3) The Explosion! MySpace Film Channel Takeover <ul><li>The premiere online community of filmmakers and film industry professionals </li></ul><ul><li>Over 30,282 filmmaker profiles </li></ul><ul><li>Creates high impact awareness of the Hard Boiled Film Contest amongst aspiring filmmakers </li></ul><ul><li>Exclusive, fixed ad placements </li></ul>
    10. 10. 3) The Explosion! <ul><li>Streaming Video Clips </li></ul><ul><li>Video Contest Area </li></ul><ul><ul><li>Announcing contest </li></ul></ul><ul><ul><li>Video submission </li></ul></ul><ul><ul><li>Gallery for voting </li></ul></ul><ul><ul><li>Finalists </li></ul></ul><ul><ul><li>Winner </li></ul></ul><ul><li>Viral Asset Distribution </li></ul><ul><li>MySpace Social Networking Features </li></ul>1 3 2 4
    11. 11. 3) The Explosion! Stranglehold Beta <ul><li>Marketing Beta- create strong word of mouth buzz by capturing evangelists </li></ul><ul><li>Demo Premiere- create an event surrounding the demo </li></ul><ul><li>Gauge purchase intent and promote pre-order </li></ul>
    12. 12. 3) The Explosion! Cross-FIM Ownership <ul><li>Cross-FIM roadblocks </li></ul><ul><li>IGN mega-roadblock </li></ul>Online Example: Splinter Cell
    13. 13. Syncing Program Elements and Media   Sept Oct Nov Dec Jan Feb March Program 4 11 18 25 2 9 16 23 30 6 13 20 27 4 11 18 25 1 8 15 22 9 5 12 19 26 5 12 19 26 Custom Club IGN Blog                                                             MySpace Custom Profile                             R R     R       R   R     MySpace Film Channel Roadblock                                             Custom IGN Entertainment Microsite                                                             Hard Boiled Video Contest (MySpace)                                                             Film Festival                                                             PR Support (dates TBD-Jan-March)                                                             Beta                                                             Demo Premiere                                                             Media                                                             IGN Entertainment Targeted (IGN/AskMen/RT/GSPY)                                                             Promote Blog                                                             Promote Microsite/Contest                                                             Support PR                                                             Launch                                                             MySpace High Impact                                                         MySpace Featured Profile Units                                                             Cross-FIM High Impact During Launch                                                            
    14. 14. Summary- Meeting All of Stranglehold ’s Online Needs <ul><li>Stranglehold Investment Breakdown: </li></ul><ul><li>Total investment- confidential </li></ul><ul><li>Estimated Total impressions- confidential </li></ul><ul><li>CPM- confidential </li></ul>Target Audiences Engaged Massive Reach Engaging Contest Executed Solid Buzz Created High Visibility Campaign Effectively Communicate Title Differentiation Measurable ROI
    15. 15. Presented by: David Tokheim, Meredith Stowe, Jim Kleinick, Rachelle Considine August 2006