Cynisca Campaign Proposal

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profileteam
the virtuoso
kristin clark
the adventurer
allie hatchett
the advocate
lily borden
the sentinel
olivia wilkes
the believer
taylor owens
the entertainer
annie hildreth
the visionary
riley goodman
creative director
the performer
esther workman
public relations director
the mediator
payton brown
account executive
the consul
lauren nida
media director
Cynisca was a Greek princess of Sparta, the first woman in history to win at the ancient Olympic Games. Our group shares her name because she was
grace and strength, sports-minded, competitive, progressive and bold. As an all-female agency, we pride ourselves on thinking out-of-the-box and
innovatively, utilizing our different backgrounds and characteristics to develop well-rounded Integrated Marketing Campaigns for our clients. We
believe in an open flow of communication. We know that a small idea can quickly develop into a breakthrough in creativity. We are determined, we
are intelligent and we are bold. We can’t wait to show you what we can do.

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the
kickoff
@TheBuzzer is a sports news outlet that
blurs the line between hard sports news
and pop culture, using witty headlines,
video content and social media to connect
with its target audience. However, it seems
the public is not fully grasping the concept
and value of @TheBuzzer. The brand
currently lacks the abundance of loyal
followers that other sports news outlets
possess. Cynisca will promote
@TheBuzzer as Millennials’ premier
sports entertainment outlet, giving it a
cutting edge that differentiates the
brand from competitors.
The members of Cynisca have crafted a
public relations and advertising campaign
for the FOX Sports brand @TheBuzzer,
that caters to its young, dynamic and
tech-savvy audience. The elements of our
campaign focus on digital improvements,
content creation and brand promotion.
Our recommendations are designed
to improve digital experience, increase
interactions on social media, show the
brand’s personality and benefits, and
magnify credibility through face-to-face
interaction with the public. All of the
content we have proposed is centered
around our overarching goal of this
campaign: to give fans a home-field
advantage in sports buzz.
The campaign aims to target Millennials,
specifically males ages 18 to 34. We came
to the conclusion that there are several
types of sports fans, and we aim to focus
on two different types: the Alpha Fans
and Sports Chameleons. By targeting these
two groups, @TheBuzzer’s content will
appeal to a wide variety of sports fans. We
will satisfy these target audiences with a
strategic approach to content delivery for
the diverse range of sports buzz available
on @TheBuzzer’s website.
Through our unique and brand specific
campaign, @TheBuzzer will have the
potential to become a leading name
among Millennial sports fans. It is our
goal as an agency to see that @TheBuzzer
is marketed as a reliable, modern source
of sports information for young adults
who want a “home-field advantage”
over their peers.

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chapter one:
situation analysis
chapter two:
communication plan
chapter three:
campaign logistics
appendix
contentstable of
5
10
40
36

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chapter one:
situation analysis

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@TheBuzzer’s current challenge is a matter of content delivery. Due to Millennials’ short attention spans and
“what’s in it for me?” attitude, viewers do not have the patience to sift through @TheBuzzer’s diverse sports-related
coverage. They need to be told who to trust and what to watch– they need guidance. Strategic content delivery will
enhance the value, credibility and relevance of @TheBuzzer as Millennials’ premier sports entertainment outlet.
problem statement
We used three different methods to conduct primary research for @TheBuzzer: focus groups, surveys
and observation.
Survey: We created an online survey with 28 questions that individuals could take using their mobile device, tablets
or laptops. We had an average of 600 respondents answer each question, and a total of 923 respondents at least begin
the survey. Students who worked on this campaign sent the survey to friends, family and peers around the country to
get participation from a diverse range of Millennials. The survey included a variety of open ended and closed ended
questions regarding Millennials’ media preferences and habits, sports media brand affiliations, and sports
content consumption.
Focus Groups: The primary research team held four separate focus groups: two groups of males and two groups of
females. The focus group mediators asked about the groups’ awareness of @TheBuzzer, showed the group
@TheBuzzer videos, and received feedback about participants’ perceptions of the brand and its content. Mediators
encouraged individuals to express their opinions and talked openly about @TheBuzzer.
Observation: The observational group met one-on-one with 29 Millennials to observe their reactions to
@TheBuzzer’s website. The facilitators asked the participants questions about their perceptions of @TheBuzzer before,
during and after the participants took time to view the website. While observing, facilitators took notes of the viewers
candid thoughts and opinions of @TheBuzzer’s content and design.
research method

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Millennials say that @TheBuzzer
stands out because it
-uses every major social
media outlet
-has a unique voice
-focuses on timely and
efficient content
-promotes raw content
research
breaking
news
In sports information, the target is looking for:
12 3
highlights
entertainment
*honorable mentions: stats and analysis/commentary
Current awareness:
98 percent
are aware
of
fox sports
22 percent
are aware
of
@thebuzzer
Millennials share videos that are
humorous
memorable
timely
witty
Millennials’ impressions of
@TheBuzzer’s personality
young
smart
witty
Current average video view complete rateMillennials project the new
ìstatus currencyî
the importance of what their
favorite brands say about them
Millennials’ top values
passion
diversity
discovery
sharing
happiness
Millennials watch about
500 online videos
per month
of Millennials expect
brands to engage in
two-way conversation
Millennials describe
their generation as
young
smart
funny
tech savvy
risk taking

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key insights
Social media created
the phenomenon of
F O M O —
fear of missing out—among
Millennials. Ironically, this
need to be both physically
present and socially relevant
can be fulfilled and resolved
through social media.
Milliennials view brands as
an extension of their own
self; they want to see that
their interests, priorities
and personalities match up.
Relationships between brands
and consumers are most
valued and trusted when they
are authentic and natural.
Millennials are opinion
leaders who look to
initiate meaningful and
relevant conversation
online and offline with
the information they
find on social media.
1.
2.
3.
. 37 percent of younger
Millennials said that they feel as
if they are “missing something”
if they are not on Facebook
or Twitter every day.
. Nearly 7 in 10 millennials
say they suffer from FOMO.
. 44 percent of U.S. Millennials
agree that brands “say something
about who I am, my values, and
where I fit in.”
. Through their actions, storytelling,
and endorsers, companies should
express the traits and affiliations
that Millennials wish to project
about themselves.
. more than half
of U.S. Millennials said that
people seek them out for
knowledge and
opinions of brands.
. Millennials are more
eager than other generations
to share their
opinions with friends
and on social networks.

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research conclusion
millennials want to be in the know with whatís
happening in sports. this gives them a sense of
belonging because they donít want to be the person
that has nothing to contribute to the conversation.
their favorite brand is like a friend someone they
can trust to get the news right the first time.

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chapter two:
communication plan

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overview
objectives
Our campaign’s targeted media strategy will work to increase awareness, acceptance and action
by 30 percent among Millennial sports fans in the following areas:
. To increase Facebook likes from 185,000 to 240,000 by July 31, 2016.
. To increase Twitter followers from 30,000 to 40,000 by July 31, 2016.
. To increase YouTube subscribers from 205,000 to 255,00 by July 31, 2016.
. To increase average Total Views from 5.5 million to 7.2 million by July 31, 2016.
. To increae average Facebook complete rate from 19.5 percent to 35 percent by July 31, 2016.
We encourage @TheBuzzer to evaluate these metrics year over year to ensure the success of our campaign.
objectives
evaluation

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alpha fanmeet the
Primary Target Audience: 18-34 Males
The Alpha Fan wants to be immersed in
everything sports-related.
They lead sports conversation in social settings.
They are devoted to sports as a lifestyle.
They live vicariously through athletes.
Jake is a single 26-year-old male that played quarterback at Baylor
University in Waco, TX. He is an avid fan of the FC Dallas soccer team and
Dallas Cowboys NFL team. He is the “I Could’ve Been That Guy” fan who
is constantly reminding his friends of his prospective future in pro ball if
he “hadn’t had that shoulder injury senior year.” He spends his lunch break
listening to his personalized Spotify playlist while scrolling through his
favorite sports teams’ Twitter feeds and actively shares content, hoping to
have the latest news to share with friends and peers. After work, he enjoys a
Bud Light on the couch and turns on his regional sports channel. He avidly
seeks out information, highlights and statistics about his favorite teams and
players as well as the top teams in the nation every season. When Tony
Romo fumbled the ball last game, he reminded his friends on social media
of the record he holds at Baylor for the least fumbles and interceptions.
He goes to Buffalo Wild Wings for every big game with his coworkers and
friends and always buys the first round of beers. He’s the captain of the
office Fantasy Football League and joined every sports team they had the
minute he was hired. He is frequently reminded to turn off his notifications
while at work so as not to disturb his peers in the cubicle next to him.

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The Sports Chameleon wants to know
the big buzz in sports.
They keep up with sports news to participate
in water-cooler talk.
They enjoy sports-related events and experiences.
They prefer slice-of-life stories to stats.
sports chameleonmeet the
Seconday Target Audience: 18-34 Males
David is a 31-year-old bartender who works part-time at Planet
Fitness during the day. He keeps his day job for extra cash and because
fitness is his passion, but spends most afternoons and nights bartending.
David used to be an avid Thunder fan when he lived in Oklahoma, but
that quickly changed after moving to California and reconnecting with
some college friends. David only watches sports during and after his
shift with his buddies at the bar. He always orders a pitcher of Pabst Blue
Ribbon to sip on while watching games and socializing about latest sports
buzz. He followed Kobe Bryant on Instagram after buying his new shoe,
the Kobe X, for his shifts at the gym. He also started following Kobe’s wife
on Instagram; After seeing his posts with her all over his newsfeed, he has
a slight crush. He likes impressing his regular bar customers with buzzy
sports news that he finds on Twitter and through his friends’ retweets. He
is one of the few guys in his friend group that is not sports-obsessed, and
knowing up-to-date sports news allows him to be part of the conversation.

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giving fans a home-field
advantage in sports buzz
big idea
thebuzzer was created by millennials and for millennials this
is the epitome of why and how the brand can become millennialsí
premier sports news outlet. this mutual understanding is shown
through the core of thebuzzer providing millennials with
unique, timely and relevant sports content. by connecting this
demand for valuable content with the inherent role that sports
play in millennialsí social lives, thebuzzer can fill a deeper and
more personal need for its viewers.
this campaign gives thebuzzer fans a home-field advantage
in their social influence by delivering no-sweat sports buzz with
a conversational edge.

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@ thebuzzer will focus on exhibiting the
following four key strategic points
while engaging its viewers through our
recommended campaign tactics that cover
video programming, brand promotion and
multi-platform content dissemination.
brand vision
connectivity experience freshness purpose
“We are the performer. We are lively
and energetic.
We are your one-stop shop for a quick
laugh and the latest in sports. We
provide you with the most current and
breaking sports entertainment news
across multiple platforms so you feel
more connected with your peers and
knowledgeable about sporting events,
no matter who or where you are.”
“We are your team captain.
We are assertive, outspoken
and well-informed.
We streamline your digital experience
and filter content to make it relevant to
you so we don’t waste your time.”
“We are the visionary. We are creative,
resourceful and inspired.
We put a fresh twist on the way that
sports news is traditionally presented
by using a humorous tone and
personality that speaks your language.”
“We are Millennials in the 21st century
answering the question of who to
trust and what to watch. We are the
conversational edge for awkward
water-cooler talk and the funny video
at a house party.
“You are us.”
tone The tone of @TheBuzzer’s content and promotions will continue to be fresh, candid and easygoing. The brand should
be considerate of the diverse age range it caters to. To appeal to younger and older Millennials, @TheBuzzer’s video
hosts, content and social media posts should remain age appropriate and witty when necessary. 15

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media
strategy
digital strategy
Our overall digital strategy will give Millennial
sports fans a home-field advantage by providing
them with content that meets their wants and
needs in the palm of their hands. This will
empower them to start the conversation with their
friends and give them the opportunity to “get in the
know” quickly and with ease. Our digital tactics
are focused on improving website functionality and
design, developing a mobile app, and integrating
new uses for social media platforms. @TheBuzzer’s
new additions to its digital landscape will improve
usability and functionality while engaging viewers
to increase the brand’s credibility among
its target audience.

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content strategy promotion strategy
Our content strategy will present Millennials
with the information they want in a manner
that is easy to obtain and absorb. Not only
will our new content recommendations
provide users with breaking sports news
on @TheBuzzer’s website and social media
platforms, but it will also give them the
opportunity to see a side of players that
only true fans would know. We will solve
Millennials’ FOMO by providing them access
to information presented in a way that they
wouldn’t find anywhere else, giving them a
conversational edge over their peers.
Our promotional plan is based on consumer
outreach through social media and face-to-face
events that encourage Millennials to ‘get in on the
action.’ Each aspect of our promotional strategy
conveys the fresh and unique personality of
@TheBuzzer and the value of its sports-related
content. Our paid and earned strategies inspire
user interaction with a more individualized and
personal approach than the brand’s competitors.
We’ve created valuable opportunities for
@TheBuzzer to reward loyal fans.

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digital
redesignwebsite focus groups
revealed that
the target
market desires
more filtered
content
A website redesign will give
Millennials a home-field
advantage by becoming their
go-to site when they want to
indulge in sports news, pop
culture and entertainment.
A website redesign will improve
viewers’ digital experience,
resulting in an increase in video
views, social media shares,
brand awareness, website traffic
and brand loyalty.
U
$$$

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digital
A key component of our website redesign includes the integration of video content categories that will allow @TheBuzzer viewers to
easily navigate the content they are looking for. Categories are named in conjunction with sports related terms to give viewers their
own home-field advantage while searching @TheBuzzer’s website for their preferred type of sports-related content. These categories
will be represented as tabs across the top of the web page and direct viewers to content catered to similar topics.
redesignwebsite
big buzz
pregame
sideline
locker room
postgame
personal
foul
Big Buzz will feature current top news stories. In order to keep this section relevant and timely, breaking news stories should be kept in this news
feed for a week and then be moved to their respective categories elsewhere on the website.
Pregame will provide game predictions and hype leading up to sporting event. This may include funny commentary from athletes, discussions with
hosts, or crazed and excited fans preparing for the game.
Sideline will showcase all pop culture related videos. These videos are more “slice of life” than hard sports news and may feature athletes’ families
and personal lives outside of their athletic career.
Locker Room will report on behind the scenes content, including everything from hosts giving exclusive interviews or taking a deeper look into
athletes’ training and game time preparations. This section gives viewers an inside look on sports figures, teams and events.
Postgame will deliver highlights, including all postgame clips, host commentary, and impacts of the game’s outcome.
Personal Foul will include funny videos, bloopers and all around humorous content. Witty, sarcastic and ridiculous videos will find its
appropriate place here.

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So what if you don’t care what’s happening on the other
side of the country and only want to see news about your
favorite teams? That’s the logic behind the Home-Field
Advantage section of @TheBuzzer’s website. With this
newfeature,userswillhavetheabilitytofiltertheirsearch
resultsbasedonspecificregions,allowingthemtoquickly
find sports information relevant to their favorite teams.
There’s no faster way to get up-to-date on the breaking
newsthatyouactuallycareabout,givingyouahome-field
advantage when striking up conversation with friends.
r e g i o n a l c at e g o r i e s :
north-east
mid-atlantic
south-east
mid-west
south-west
north-west
west
digital
home-field advantage

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digital
mobile app
57 percent of
millennials
prefer an app
over a mobile
web experience
. Six new content categories
. Home-Field Advantage - Regional content
. Undercover Upgrade - Find @TheBuzzer at events using Twitter
. Tell Us in 6 - Opinion column using Vine
. Fake It to Break It - Contest page
. Personalized news feed for filtered content
. Push notifications with custom buzzer noise
. Location-based content
. Save content with ‘favorites’
. Rate content with thumbs up or thumbs down
. View trending content - Based on views & shares
. Export content - Download, email, share
. Search by content type - Videos, articles
. Search bar
app
features
@TheBuzzer can improve its viewers’ mobile experience by developing a mobile
app. The app will be modeled after the website’s functionality, but will allow for
easier accessibility to @TheBuzzer’s content than its current mobile-enabled
website. The new mobile experience will allow users to personalize their news
feed and feature the new content categories on the homepage. Smartphone
settings allow for other beneficial mobile app functions such as receiving
location-based content and breaking news with push-notifications. Even if
users do not wish to enable location services on their phones, the new ‘Home-
Field Advantage’ feature will provide them with regional sports information.

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@TheBuzzer’s Facebook page will serve as the hub for top stories, game predictions and highlights. Each video will be placed under the
“Big Buzz”, “Pre Game” or “Post Game” category. “Big Buzz” posts will focus on providing Millennials factual, hard news, such as game stats.
“Pre Game” videos will feature game predictions and fan-oriented videos. The “Post Game” videos will contain highlights from games.
Facebook posts will appeal to the “Alpha Fan” and “Sports Chameleon” because they are getting the hard and light sports information.
@TheBuzzer’s tweets will showcase its light-hearted personality through GIFs, “Personal Foul” posts and consumer-driven tweets. The GIFs will
link to the current, top stories in sports, giving fans the hard and light-hearted sports news. “Personal Foul” tweets will include funny one-liners
to showcase the brand’s personality. Followers will be asked various questions and encouraged to “tweet” video and photo responses.
@TheBuzzer will retweet the top video and photo responses to its followers.
On Instagram, “Sideline” photos will be displayed to visually tie in the sports entertainment aspect of the brand. “Sideline” photos will be
represented through pop culture figure interactions in sports. The photos will give the target audience a fresh twist on sport photography.
Vine will be used to interact with Millennials through creating humorous content and revining audience-driven videos. @TheBuzzer will post
short, funny “Personal Foul” videos that show athlete bloopers and mess-ups. These videos portray the “humanized” side of athletes and make
them seem more relatable. @TheBuzzer will also encourage followers to create and send in humorous videos. @TheBuzzer will “revine” its
favorite videos.
@TheBuzzer’s YouTube will serve as the central-location for “Locker Room” videos. These videos will give the audience a behind-the-scenes look
at events and exclusive interviews. The videos will reveal the logistics of event creation and incentivize viewers to watch the channel, since they
cannot get the information elsewhere.
social media
facebook
twitter
instagram
vine
youtube
thebuzzer's social media will connect millennials to the brand
by using millennial-inspired and -driven content. this will reinforce
the concept that @@ thebuzzer is @ created by @Millennials
for millennials.@ @@
digital

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action
details
metric/
tracking means
priority
level frequency time/week
action type
facebooksocial media
Post Interactive
Content
Interact with
Followers
Post Interactive
Content
1
1
2
Produce
and post top
stories, game
predictions, fan-
created content
and highlights
Reply to posts
and “like”
followers’
comments
Check which
posts received
the most
audience
interaction and
record results
3-4 posts/ day
Ongoing
Ongoing
% impressions
N/A
# of “likes”,
comments and
“shares”
4 hours
2 hours
1 hour
Facebook;
Hootsuite
Facebook;
Hootsuite
Facebook
Analytics
digital

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action
details
metric/
tracking means
priority
action type
Post short,
comical videos
Interact with
Followers
Record audience
engagement
1
1
2
Produce and
post “Personal
Foul” videos of
bloopers and
funny mess-ups.
Reply to
comments
Check which
videos received
the most views,
“likes” and
“revines”
5 posts/ week
Ongoing
Ongoing
# of views, #of “likes”
and # of “revines”
N/A
# of views, #of
“likes” and # of
“revines”
1 hour
1 hour
30 minutes
Vine
Vine
Vine
vinesocial media
digital

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action
details
metric/
tracking means
priority
action type
Post interactive
stories
Interact with
Followers
Record audience
engagement
1
1
2
Produce
and post top
stories, game
predictions, fan-
oriented videos
and highlights
“Like” and reply
to followers’
comments
Check which
videos received
the most views,
“likes” and
shares
4 videos/day
Ongoing
Ongoing
# of views, # of
likes and # of
shares
N/A
# of views, # of
likes and # of
shares
6 hours
2 hours
1 hour
YouTube
YouTube
YouTube
Analytics
youtubesocial media
digital

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action
details
metric/
tracking means
priority
action type
Post short, witty
one-liners
Interact with
Followers
Record audience
engagement
1
1
2
Produce and
post GIFs linked
to “Big Buzz”
videos and funny
“Personal Foul”
one-liners
Reply to
mentions and
favorite/retweet
followers’ tweets
Check which
tweets received
the most
“favorites” and
“retweets”
5 posts/day
Ongoing
Ongoing
# of “favorites”;
# of “retweets”
N/A
# of “favorites”;
# of “retweets”
2 hours
2 hours
1 hour
Twitter;
Hootsuite
Twitter;
Hootsuite
Twitter
Analytics
twittersocial media
digital

27
action
details
metric/
tracking means
priority
action type
Post visually
interesting pop-
culture pictures
Interact with
Followers
Record audience
engagement
1
1
2
Post pop culture-
related sports
photos
Reply to
followers’
comments
Check which
photos received
the most “likes”
and coments
1 post/day
Ongoing
Ongoing
# of “likes”;
# of comments
N/A
# of “likes”;
# of comments
1 hour
30 minutes
30 minutes
Instagram
Instagram
Instagram
instagramsocial media
digital

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What else can settle a sports debate better
than having your opinion validated on
social media and featured on the homepage
of a major sports media brand’s website?
Tell Us In 6, our new weekly, user-generated
opinion column, will give Millennial social
media influencers an outlet to express
their sports commentary. @TheBuzzer will
prompt its fans to share their response to a
sports-related question with a six-second
Vine video. The brand’s followers will tag
@TheBuzzer and include #OpinionBuzz
to have their Vine posted in a forum on @
TheBuzzer’s website. The @TheBuzzer staff
will even choose their five favorite responses
and feature them on the website homepage
as well as on Twitter. There is really no
better way to shut up your co-worker than
to show him your video with 6,785 retweets.
millennials
make up a
majority
of digital
opinion
leaders
Tell Us In 6 will give
advantage by giving them an
outlet to express their opinions
and spark conversation
among their peers.
Because Millennials are
known to be digital opinion
leaders, they will be eager to
participate in Tell Us In 6 and
will share their videos on social
media. Their shared videos
will attract other Millennials
to become involved, while
promoting @TheBuzzer and
creating brand awareness.
digital
tell us in 6

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spotify athlete playlists
@TheBuzzer will connect Millennials to sports figures by creating a Spotify account to showcase athletes’ favorite gameday hype
songs. The Spotify account will feature public playlists of various athletes’ top 10-15 songs. Every week, a different athlete’s playlist
will be posted in conjunction with the biggest sports events of the week. New playlists will be announced and posted on
@TheBuzzer’s social media platforms to build awareness of the outlet and promote usage. For quick and easy accessibility, a Spotify
widget will be embedded on @TheBuzzer’s website. What’s cooler than pre-gaming with your favorite athlete’s pre-game playlist?
80 percent
of
millennials
listen to
internet
radio
Spotify will increase
overall brand awareness by
promoting @TheBuzzer on
its site, in turn leading to
increased traffic on
the website and social
media platforms.
Spotify playlists gives
listeners a home-field
advantage by connecting
them with their favorite
players’ favorite songs and
playlists to make fans feel
even more connected
to the game.
digital

30
he said she said
This new video segment called “He Said She Said” will initiate light-hearted and entertaining competition
among athletes off the field. Players will have a 60-second face of and be challenged to answer questions about
one another ranging from the mundane to the “why would he know that?!” It is time for fans to learn the dirt
on their favorite players from their very own teammates and friends. Does he put mayonnaise on his hot dogs?
Does she rap in the shower? With humorous and witty competition, fans now have the opportunity to find out.
As they answer questions correctly, each players’ “@” sign on the scoreboard will rise up toward the buzzer,
and whoever reaches the top first claims @TheBuzzer victory!
millennials
want to feel
connected
to the people
that inspire
themHe Said She Said will give
advantage by giving them
an inside look on athletes’
personal lives so they feel more
connected to their influencers.
He Said She Said will
capture unscripted, exclusive
information about players,
driving Millennial sports fans
to share these videos with
friends on social media. It will
increase video views and drive
others to @TheBuzzer’s website
and social media accounts for
more valuable sports buzz.
content

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millennials top three
desires in sports news@
1. breaking news
2. highlights
3. entertainment
“Buzzer Beat” is a weekly video segment reporting on the week’s biggest sports-related news. The videos will incorporate a shot clock
in the corner of the screen, counting down from 35 seconds while the week’s most popular sports related news is reported.
This segment plays on the brand’s name and focuses on delivering quick and important sports buzz. This segment appeals to
Millennials because the content is brief yet informative and covers a variety of different sports for the widest audience appeal.
content
buzzer beat
Both of our target audiences
value breaking news stories and
“big buzz.” This regular news
segment will cause viewers to
return to @TheBuzzer for the
latest news in sports, creating
greater brand loyalty.
BuzzerBeat gives
@TheBuzzer viewers a
home-field advantage by
offering the biggest sports
news in rapid time.

32
Undercover Upgrade aims to enhance @TheBuzzer’s
event-based promotion and face-to-face interactions
with sports fans. The brand will use Twitter, Facebook,
Instagram and Snapchat to lead @TheBuzzer fans to
brand ambassadors at various sports events. The fans who
find the @TheBuzzer team will have the chance to answer
sports trivia questions in hopes of winning upgraded seat
tickets to that event. Hints to their location and possible
trivia questions will be posted on @TheBuzzer’s social
media accounts. Though participation in the trivia game
will be limited to the first @TheBuzzer fan to find the
host’s location, others will receive branded give-away
items... and 100 percent of Millennials like free stuff.
promotion
undercover upgrade
Undercover Upgrade gives
participants a home-field
advantage by testing them on
their knowledge of @TheBuzzer
videos and content for a chance
to win upgraded tickets and
@TheBuzzer swag.
more than
other
generations,
millennials
desire
opportunities
to interact
with brands.
Undercover Upgrade’s use of
social media as clues to the hosts’
location will increase social
media likes and follows,
as well as increase video
complete rates so that fans
will be able to answer trivia
questions and win prizes.
U
$$$

33
promotion
50 percent of
millennials trust
user-generated
content more
than other
media
fake it 2 break it
We want to bridge the gap between @TheBuzzer and its fans by offering viewers the exclusive opportunity to become sports entertainers
themselves. By recognizing and rewarding the talent of everyday sports enthusiasts, @TheBuzzer will present their annual Fake It 2 Break It
contest. Fans will be encouraged to enter by submitting their best fictitious breaking news story to a contest page on @TheBuzzer’s website. Let’s
face it: outrageous, entertaining and witty content is what this brand is all about! @TheBuzzer will receive increased traffic and engagement as
viewers vote for the best videos and contestants urge their friends on social media to boost their ‘likes.’ The contest will be heavily promoted on all
of @TheBuzzer’s social media accounts, as well as through paid ‘suggested posts’ on Facebook. The winner will be invited to work at
@TheBuzzer for the week and film a video on location at a sporting event on behalf of the brand. By having our target audience show off their
home-field advantage and unique take on sports buzz, one talented player will come out on top.
they also
consider
this user-
generated
content 30
percent more
memorable
Fake It 2 Break It will give
advantage by giving them news
story videos they will trust
because they are covered by
people they can relate to.
Due to the rules of entry, Fake
It 2 Break It will gain
@TheBuzzer more Facebook
“likes,” Twitter followers, and
an abundance of shared user-
generated videos which will
increase brand awareness and
serve as free advertising.

34
youtube pre-roll ads
Picture yourself on the court of a basketball game, seconds before the final buzzer determines who wins. There is a perfect view of the playmaker
making his final shot, the crowd taking one last breath before going wild, the student section painted up arm in arm, a celebrity couple in the
crowd, you can feel the coach’s stress just by looking at his face... Everything you care to know about sports all at once. This is the creative concept
behind @TheBuzzer’s YouTube pre-roll ad: that @TheBuzzer can provide 360-degree coverage of any sporting event, from statistics to buzz
to pop culture.
The ads will feature a slow motion, 360-degree footage around the arena. As the camera pans, the frame will zoom in on different areas of the
arena—the player going up for a jump-shot, the wild fans in the stands, the celebrity sitting front-row, and finally the winning shot swooshing
through the hoop at the buzzer. Each of these game-experience frames will be annotated by corresponding sports buzz headlines from
@TheBuzzer. This shows that @TheBuzzer provides well-rounded and diverse coverage of events, giving fans a home-field advantage in sports
buzz. Viewers who click on the ad will be brought to @TheBuzzer’s homepage, and are then free to explore sports content to gain a
conversational edge over their peers.
*Please refer to the appendix for additional executions of our YouTube pre-roll ads.
suggested channels:
All Fox Sports related channels
Bleacher Report
SB Nation
Motor Trend
Men’s Fitness
Bud Light
Xbox
College Humor
BuzzFeed
Comedy Central
PewDiePie
Tonight Show with Jimmy Fallon
Saturday Night Live
Sports Illustrated Swimsuit
Playboy
Pre-roll ads will give
advantage because they
address the specific wants
and needs of our primary
target audience and get
them excited about
@TheBuzzer videos
and content.
Pre-roll ads will
encourage greater video
views and shares of
@TheBuzzer content
and increased website
traffic and YouTube
channel subscribers.
promotion
1 in 3 millennials
visit youtube daily
and 40 percent
of millennials
actively seek out
videos related to
their particular
passions or
hobbies.

35
Cauley-‐Stein
Signs

Nike
Kicks
Deal

FEB
23,
5:34pm
|
@TheBuzzer

Crazy
Kentucky

Fans
Ranked
#1

MAR
2,
11:10am
|
@TheBuzzer

Drake:
“Cats
Started
From
The

BoNom,
Now
They’re
Here”

MAR
10,
1:02pm
|
@TheBuzzer

Kentucky
Wins
SEC

Championship

MAR
15,
11:59pm
|
@TheBuzzer

Slow
moUon
film
of
basketball
player
shooUng

buzzer
shot;
SFX:
Instrumental
hip-‐hop
music

throughout

Zoom
in
on
sUll
close-‐up
shot
of
player’s

shoes;
AnnotaUon
bubble
appears
with

headline
of
mock
@TheBuzzer
story;
Headline

reads
“Cauley-‐Stein
Signs
Nike
Kicks
Deal”

Zoom
out
to
slow
moUon
film
of
arena;

Camera
pans
over
to
crowd
cheering

Zoom
in
on
sUll
close-‐up
shot
of
wild
fans;

AnnotaUon
bubble
appears
with
headline
of

mock
@TheBuzzer
story;
Headline
reads

“Crazy
Kentucky
Fans
Ranked
#1”

Zoom
out
to
slow
moUon
film
of
arena;

Camera
pans
over
to
another
secUon
of
the

crowd

Zoom
in
on
sUll
close-‐up
shot
of
a
celebrity
in

the
stands;
AnnotaUon
bubble
appears
with

headline
of
mock
@TheBuzzer
story;
Headline

reads
“Drake:
‘Cats
Started
From
The
BoNom,

Now
They’re
Here’”

Zoom
in
on
sUll
close-‐up
shot
of
the
basketball
going

through
the
net;
AnnotaUon
bubble
appears
with

headline
of
mock
@TheBuzzer
story;
Headline
reads

“Kentucky
Wins
SEC
Championship”

Zoom
out
to
slow
moUon
film
of
arena;

Camera
pans
slowly
back
to
the
buzzer
shot

Camera
zooms
over
and
in
to
center
court;

Center
court
graphic
reads
“@TheBuzzer:

Giving
you
a
Home-‐Court
advantage
in
sports

buzz”;
SFX:
Buzzer
noise
&
music
cuts

1
2
3

4
5
6

7
8
9

promotion

36
chapter three:
campaign logistics

37
Development Cost Promotion Total Cost
Website Remodel $10,000 N/A $10,000
Mobile App $20,000 N/A $20,000
Tell Us In 6 N/A N/A $0
Spotify N/A N/A N/A
Total Digital $30,000
Production Promotion Total Cost
Buzzer Beat N/A N/A $0
He Said She Said N/A N/A $0
Total Content $0
# of Games Price for 2 Upgraded Seats Promotional Items Total Cost
Undercover Upgrades 8 $500 $6,537 $10,537
Travel Lodging Other Expenses Paid Advertising Total Cost
Fake It 2 Break It $600 $1,000 $500 $5,000 $7,100
CPV # of Impressions Total Cost
YouTube Pre-Roll $0.50 500,000 $125,000
Total Promotion $142,637
Total Campaign Cost $172,637
Contingency $27,363
Total Campaign Budget $200,000
budgetcampaign
content
digital
promotion
potential
corporate sponsors
for fake it 2 break it
. Southwest Airlines
. Expedia
. Hotels.com
. Visa
. PayPal
. Go-Pro
. Sony Action Cam
*
to be used
for youtube
video
production
*

40
appendix
weaknesses
strengths
threats
opportunities
. Brand’s voice does not resonate with Millennials
. Content is not always meaningful and relevant
. Brand looks for credibility in hard news rather than
focusing on entertainment niche
. Social media content is not tailored to platform
. Website content is not categorized in the most
user-friendly way
. Article⁄video titles are misleading
. Lack of mobile app
. Video length and format caters to Millennials’ short
attention spans
. Quality video production proves credibility
. Sports entertainment niche satisfies Millennials’
wants and needs
. Active social media sites increase exposure of the brand
. Video hosts offer relatable and authentic personality
. Potential to gain market share in sports
entertainment category
. Stronger relationship between brand and audience
. Unique content approach allows for brand differentiation
. Availability for promotion through parent company
. Competitors monopolize sports information for
more serious sports fans
. Competitors’ strong relationship with parent
company results in added exposure
. Competitors’ customization features speak to users
specific wants and needs
. Consumer loyalty lies in more established outlets
swot analysis

41
extendability
ufc
mls
nfl

42
extendability
spotify athlete playlists
42

43
Montesa, M. (2014, April 22). Millennials Favor User Generated Content. Retrieved January 2015.
The Council Of Economic Advisers. (October 2014).15 Economical Facts About Millennials. Retrieved January 2015.
Barton, C. , Fromm, J., Egan, C. (2012, April 16). The Millennial Consumer Debunking Stereotypes. Retrieved January 2015.
Searcey, D. (2014, August 21). Marketers Are Sizing Up the Millennials. Retrieved January 2015.
Bazaar Voice. (2012, January). Talking To Strangers: Millennials Trust People Over Brands. Retrieved January 2015.
Adroit Digital. (2014, March 18). Adroit Digital Study Uncovers Great Brand Loyalty Among U.S. Millennials. Retrieved January 2015.
Barton, C., Koslow, L., Beauchamp, C. (2014, January 15). How Millennials Are Changing the Face of Marketing Forever - The Reciprocity Principle. Retrieved January 2015.
Kowal, S. (2014, December 19). How To Engage The Millennial Generation On Digital Media. Retrieved January 2015.
Sterling, G. (2014, July 15). Survey: Best Way To Reach Millennials Is On Social Media. Retrieved January 2015.
Spangler, T. (2014, August 18). Fox Sports Taps YouTube Space LA for Social-Focused @TheBuzzer Web Show. Retrieved January 19, 2015.
Brouwer, B. (2014, August 19). Fox Sports Teams Up With YouTube Space LA ForDaily Web Show ‘@TheBuzzer’. Retrieved January 19, 2015.
McCarthy, N. (2014, March 13). Millennials Rack Up 18 Hours Of Media Use Per Day. Retrieved March 2015.
Ipsos Public Affairs. (2014). The Evolving Role Of Social Media On Corporate Reputation. Retrieved March 2015.
Taylor, K., Visgatis, F. (2015, April 6). Stop Offending Buyers: Dangerous Words and Phrases to Avoid in Sales. Retrieved April 2015.
Google Confidential and Proprietary. (2012, May 1). Gen V Research. Retrieved March 2015.
Perez, S. (2014, September 5). Millennials Are The Largest Group Of Smartphone Owners, And Adoption Is Still Growing. Retrieved March 2015.
Rosin, L. (2014, February 12). Eight In Ten Millennials Listen To Internet Radio. Retrieved March 2015.
Pettigrew, T. (2014, October 29). Keeping It Real With Millennials. Retrieved March 2015.
references
43

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