Empire transmedia campaign
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Proposal for a transmedia marketing campaign for Fox Network's show 'Empire'
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Empire transmedia campaign
- 1. Empire Jessica Hogan Jieqiong Tu Rohan Panjiar
- 3. Plot Summary ❏ Lucious Lyon, the founder and CEO of a successful record label has been diagnosed with ALS. ❏ He must choose one of his three sons to take over the company when he dies. ❏ Meanwhile, his ex wife and co-founder, Cookie, has been released from prison and wants to reclaim her rightful place in the company.
- 4. Main Characters “It ain’t about the money, it’s about the power”
- 5. Environment ❏ A powerful drama about a family dynasty set within the glamorous and sometimes dangerous world of hip-hop music. ❏ Although filmed in Chicago, the show is based in New York. ❏ It centers on a hip hop music and entertainment company, Empire Entertainment, and the drama among the members of the founders' family as they fight for control of the company.
- 8. ● Campaign：print, radio, online, cable, broadcast and partners（Fox Sports and FX） ● Trailers：2 Oscar nominated actors and a mix of music from popular artists (Kanye West) and original music (No Apologies) ● Sponsored Manny Pacquaio-Chris Algieri pay-per-view boxing match on Nov. 22 ● Commissioned an Adidas shoe from JBF Customs and created custom-made jewelry ● Be on Empire Campaign (between season 1 & 2)- Next Empire Artist Tour Bus- sing Empire songs a cappella ● Real live award shows (Billboard Music Awards & Teen Choice Awards) Promotion Efforts
- 10. Business Objective ❏ Boost viewership stats for upcoming season of Empire across TV, SVOD and VOD ❏ Engage younger audiences (18-34 year olds) and drive viewership to lower median age of viewers further ❏ Monetize increased viewership through big ticket advertisers that target most watched TV shows on broadcast networks (Linear TV and VOD) for advertising reach
- 11. The Campaign: Empire Artists App ● You are a Producer or Artist for Empire Entertainment ● In the spirit of Empire, the artists will compete to get to the top of Empire’s Hottest New Artist Tracks
- 12. Phase One: ● After downloading the app, fans will be able to choose which path they wish to take: Producer or Artist ● Producers ○ Will be given the tools to create hot beats and tracks ● Artists ○ Will be given background/ instrumentals of songs from the show to record their voice over
- 13. Phase One: ● Each Empire artist and fan will be able to listen and rate the songs/tracks ● The rankings will appear on the app ● The top 10 tracks will be able to continue the experience
- 14. Empire Experience ● The Twist: Each artist will be given 100 Lyon dollars at the start. ● These dollars can assist them in fighting their way to the top ● Use Lyon dollars if they want to move up the Empire Hottest New Artist Tracks: ○ Kill their opponent (50)- The artist chosen will move down 10 spaces ○ Leak Bad News (30)- They will be able to choose news that will affect the other artist’s reputation ○ Sabotage a track (10)- The artist’s track will not play for a day so people cannot vote.
- 15. Empire News! ● During the course of the music competition in the app, Empire Entertainment will partner with E! News ● There will be leaks about artists and producers that are on the app on the E! News website and on the show ● Empire Entertainment Chart leaders, show announcements, deaths, sabotages, etc. Who Will Be The Next Jamal Lyon?
- 16. Phase Two: Final Round ● The top 10 artists/ producers will be able to perform their songs live ● Artists- Live Show- ○ Physical venue/ Streamed online (Empire micro-site) ○ Given Empire clothes ○ Audience votes online and through mobile ● Producers ○ Virtual Live Show- Choose from three “Empire venues” on Google Maps ○ They will be able to play their tracks to a live audience ○ Audience votes on their phones
- 17. The Winners Prizes ● Artists ○ Get to perform their version of the song on the show with their favorite character ○ Name will be in the credits ● Producers ○ Get to work with Timbaland and the stars to produce the track, which will also be performed on the show ○ Name will be in the credits
- 18. Phase 3: Cookie’s Cookies ● 2016 Golden Globes- Taraji P. Henson handed out cookies to the audience when she won ● Three months before the premiere ● Team up with Chips Ahoy to create cookies based on the fabulous Cookie Lyon ● Information about the cookies will go up on the Empire website, social media, and E! News
- 19. Phase 3: Cookie’s Cookies ● The cookies will have a special code that reveals key 15 second clips of songs from the next season ● Fans can upload lipsync videos the Empire’s Instagram page ● The cast will select their top 5 favorites ● Winners will attend the Red Carpet Premiere with the cast
- 20. The Campaign ● Phase 1: The Empire App ● Phase 2: The Finalist Competition ● Phase 3: Cookie’s Cookies
- 21. Why it Connects with the Audience? ● Engage millennials with a mobile-first campaign ○ Nearly one out of every five Millennials (18 percent) are mobile-only internet users, a percentage that far exceeds that of 35- 54 year-olds (5 percent) ○ 18-34 year olds display a smartphone penetration of 81% ○ Music based mobile games accounted for 9.6 million app downloads in July 2016 according to Survey Monkey Intelligence ● Create word-of-mouth using audience sharing ○ 18 to 34 year-olds are more likely to engage in downloading and sharing music and videos online than any other age group according to Comscore
- 22. Why it Connects with the Audience? ● Tap into high usage of music based mobile apps ○ Radio and music apps form 19% of millennial’s total time spent on apps ○ Pandora and YouTube constitute 20% of millennial's total time spent on apps
- 23. Marketing Strategy ● Trailers on FOX network and Youtube ads featuring star cast and call to action to download the app ● Promotions on E! News ● Social Media ○ Clips of characters of the cast listening to the user generated content ○ Empire’s social media accounts will also feature news about the artists who make it to the top of the charts ○ People can share their experience with #ImAnEmpireArtist
- 24. Revenue Streams and Products ❏ Music App ❏ Albums of the user tracks ❏ Cookies ❏ Commision on sales ❏ Cookie’s clothing ❏ Licensing fees
- 25. Revenue Streams and Partnerships ● Music streaming services and music retailers to increase revenue (sales, streaming commission) for Empire music ● Retail partners for Cookie’s cookies ○ Commission on sales ○ Manufacturing: Chips Ahoy ○ Distribution: Albertsons, Whole Foods, WalMart
- 26. Revenue Streams and Partnerships ● Potential brand sponsors for music app ○ One-time sponsorship fees for co-branding and in-app ads ○ Advertisers that target music-loving audiences: ○ Music streaming services/apps: ● Partner with E! News to create Empire News during the course of the music competition in the app
- 27. Principal Revenue Stream - Advertising on FOX ● Monetize increased viewership of Empire through big ticket advertisers ○ Target most watched TV shows on broadcast networks (Linear TV and VOD) for advertising reach ● Increase average rate for 30 second ad to $700,000 from $521,794 (last season’s rates) ○ 18-34 year old audience ○ Women ○ Hispanics and African-American viewers ● Solidify Empire’s position as most expensive scripted series by continuing to build audience
- 28. Future of Brand Extension ❏ The app can be extended to promote further seasons ❏ New concepts could include a contest to create art for albums or key art for TV show ❏ Can engage audiences who are aspiring writers to write plot lines for future seasons