FlickMe is launching a marketing strategy to drive acquisition of 10,000 new users by 2012. The strategy includes owned, earned, and paid media channels working together. Key elements are optimizing social media presences, building influencer relationships, and incentivizing sharing and referrals through contests and promotions. The rollout plan has four phases starting with awareness and moving to engagement, conversion promotion, and reaching the 10,000 user goal. Bigger ideas proposed include virtual watch parties, scavenger hunts, voting promotions, and influencer events.

1. Marketing strategy
august 29, 2011

2. Contents
objective
CHallenges
APPROACH
MARKETING STRATEGY
SOCIAL STRATEGY
ROLLOUT PLAN
BIGGER IDEAS
2

3. OBJECTIVES
3

4. objectives
Carve out a unique position through loyalty-based value proposition
Drive acquisition (10,000 new users by 2012)
Become the most loved entertainment community in the world
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5. CHALLENGES
5

6. challenges
on getting to 10,000
- Nobody has heard of the FlickMe brand or the unique
marketplace differentiators
- The product is awesome, but lacks a brand “personality”
- No huge traditional media spend
- Large players have a huge head start in acquiring users
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7. challenges
Hulu Netflix Amazon Instant Video iTunes Brands & Affiliates
Popular site offering World’s largest online Offers large selection Offers limited selection of Beginning to roll
free & premium access movie rental service of movies & shows to past shows & movies to out streaming sites
to current shows & despite limited selection Prime members & on large, built-in music offering premium
movies of shows & movies PPV basis customer base shows & movies
Owned their own Large userbase, Deals with CBS, Deals with all of Cable affiliates &
content, rolling out targeted at NBC & Universal are the top movie studios, media companies are
social features to “bargain” type of building the library of massive distribution beginning to roll out
boost growth, limited content vs quality, content, Amazon’s via iPhone/iPod/Apple their own licensed sites
selection of largely selection isn’t vast userbase offers TV product success, with long & short form
indie movie titles current, no social conversion cannot enter gaming content
features advantage consoles
1mm registered users 25mm registered users 4mm registered users 200mm+ est registered users Ones to watch:
Current network tv shows Past network & cable seasons Past network & cable shows Past network & cable shows Vudu
Limited, largely indie movies Limited new movie releases Limited newer movie releases Ample newer movie releases HBOGo
Monthly rate model Monthly rate model PPV model PPV model MAXGo
Google TV
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8. APPROACH
8

9. approach
philosophy
As a lean startup, we must optimize all owned and earned
media channels prior to engaging in paid media efforts.
Building strong community relationships and fostering a
continued dialog with our target consumers will significantly
impact all downstream lead generation, brand visibility & user
retention efforts.
9

10. approach
all marketing efforts must
- Drive awareness & acquisition
- Get people to spread the message
- Clearly communicate the product benefit
- Be attractive to brand partners & influencers
- Lend themselves to earned media/press opportunities
- Try to put a smile on users’ faces
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11. approach
WHAT IS FLICK ME?
What do fans of entertainment want more than anything? To
break down the barrier of Hollywood, interact with their favorite
stars & talk about their favorite moments.
The top films have millions of passionate social media fans
regularly checking in, hungry for more interaction.
Welcome to the place where you get rewarded for wanting to do
just that...
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12. MARKETING STRATEGY
12

13. MARKETING STRATEGY
BRAND DIRECTION
The Insight
FlickMe isn’t just a collection of movies and features. It’s a social
watching companion. It loves movies just like you do. In fact, it loves
movies so much that it wants to give you stuff just for watching your
favorite movies with your friends.
The Big Idea
There’s a reason it’s called FlickMe and not “MoviesReward”. It’s not just
a nameless, faceless, functional experience. It’s fun and easy to like.
FLICKME: WHERE MOVIES LOVE YOU BACK.
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14. MARKETING strategy
A comprehensive strategy will include owned,
earned and paid media elements all working in
conjunction to push the brand message.
OWNED
EARNED PAID An above the line campaign alone will not drive
mainstream installs and engagement. The
message needs to be socially reinforced by
peers and credible, influential sources.
SIGN-UPS
Online influencers & social networks act as a
SHARING
WITH FRIENDS
SHARING
WITH FRIENDS viral launch pad to drive awareness beyond
just the first generation of paid media views.
Proper activation of influencers will be the key
to driving massive adoption of new users.
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15. MARKETING strategy
OWNED EARNED PAID
OWNED
- Create content calendars & - Build relationships with industry - Utilize “pay for performance”
optimize communication across PAID
bloggers, tweeters & influentials to media vehicles to launch small media
social media portals gain social media exposure around spends optimized for downstream
press releases product conversion
- Launch weekly e-newsletter to
engage latent users to visit site & - Partner with emerging technologies - Activate external influencer
make a purchase SIGN-UPS to bring “first to market” executions networks to spread promotions &
& create industry media angles drive new user sign-ups
- Optimize social platforms for fan
conversion - Capitalize on organic news cycle - Incentivize social media growth
to create relevant content & maintain through rolling contesting & creative
- Optimize product for search credibility in the blogging community updates on product site & social
relevance media portals
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16. MARKETING strategy
AWARENESS
OWNED
Each arm of the marketing effort will
have specific KPIs leading to its own
CONSIDERATION unique conversion funnel.
90%
By carefully monitoring and testing
SIGN-UPS
CONVERSION these variables, we can gain insight
into which messages & media
LOYALTY 9%
vehicles provide the best ROI for our
objectives - be it user acquisition or
building quick reach for promotions.
1%
ADVOCACY
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17. SOCIAL STRATEGY
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18. social strategy
the network effect
90% of consumers online trust recommendations from people
they know.
81% receive purchase recommendations from friends on
social networks.
74% of those who receive advice found it to be influential in
their purchasing decision.
83% said they are interested in sharing information about their
purchases with people they know.
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* WOMMA, 2010

19. social strategy
19

20. social strategy
USER ACTIVATION flow
PROMOTION
OPTIMIZATION
CONVERSION
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21. ROLLOUT PLAN
21

22. rollout plan
PHASE 1: PHASE 2: PHASE 3:
AWARENESS ENGAGEMENT PROMOTE CONVERSION
MONTH 1 MONTHS 2 MONTH 3 MONTH 4
IDENTIFY CONCEPT INFLUENCER ENGAGEMENTS & BEGIN LAUNCH INCENTIVIZED INFLUENCER PROMOTIONS
INFLUENCERS TO ONBOARDING
TARGET RE-TARGET EXISTING SOCIAL PLATFORM FANS WITH 10,000
BEGIN PAID ACQUISITION SPENDS & SOCIAL PROMOTIONAL ASSETS
BUILD SOCIAL MEDIA PLATFORM CONTESTING/PROMOTION
PRESENCES & EMAIL “PAYOFF” FOR ANY TECH PARTNER PROMOTIONS
TEMPLATE FINALIZE TECH & TRADE PARTNERSHIPS
THROW BAY AREA SOCIAL EVENT TO CULMINATE
IDENTIFY ATTEND & SPEAK AT BAY AREA TRADE & REACHING 10,000 SIGNUPS & FURTHER OUR BRAND IN THE
TECHNOLOGY STARTUP EVENTS TECH COMMUNITY
PARTNERS TO
TARGET
IMPLEMENT KEY
MONITORING TOOLS
USERS
1,500 4,500 8,500
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23. BIGGER IDEAS
23

24. BIGGER IDEAS
“LET’s FLICK” WATCH PARTY
To drive sign-ups of FlickMe, we’ll set up a realtime viewing
event for a selected movie a la turntable.fm for videos.
We’ll pick an older but popular film in hopes of nabbing one of
the film’s cast (or a YouTube influencer) as our watch party host.
The host will mobilize fans to sign up to attend the party and will
provide real-time incentives to viewers throughout the event.
24

25. BIGGER IDEAS
“LET’s FLICK” WATCH PARTY
The featured talent will host a
livestream and ask viewers trivia
during “commercial breaks” when we
can sneak preview upcoming trailers
for the studios.
To maximize awareness, we’ll
instruct viewers to tweet the #flickme
hashtag to qualify for awards and the
ongoing Twitter conversation stream.
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26. BIGGER IDEAS
VIRTUAL SCAVENGER HUNT
To drive video views on FlickMe, we’ll set up a virtual scavenger
hunt that will lead to a grand prize like a branded XBOX or iPad.
We’ll release clues for the scavenger hunt through our social
media channels:
“Check-in to the Robert DeNiro movie where he plays a
disgruntled father & ex-CIA operative. The first one.”
The applications of this contest mechanism is are endless and
will ensure people get hooked using the service while driving
viral engagement and fan frenzy.
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27. BIGGER IDEAS
VIEWER VOTE PROMOTION
Focused on driving a large number of organic social mentions,
this promotion will pit two similar genre titles against each other
in a social media face-off on the FlickMe.com homepage.
Each title will earn one point per Tweet, email or Facebook like/
share earned and these totals will be reflected in real-time in a
creative graphic.
The winning title as of midnight will be featured at a discounted
rate for the following 24 hour period via a code that is emailed
out to registered members.
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28. BIGGER IDEAS
TRAILER BREAKDOWN
Focused on building brand value in the community and creating
more content for the FlickMe brand, we can have in-house staff
or friends help create detailed breakdowns of movie trailers
immediately as they are released or leaked.
This will capitalize on the traffic as people search for the trailer
online and will help bring new users under the social media
umbrella for FlickMe to retarget.
If successful, ultimately this series could be something we
partner with a YouTube up-and-comer to produce each week.
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29. BIGGER IDEAS
VIRAL VIDEO SERIES
Focused on building brand value in the community and creating
more content for the FlickMe brand, we can have in-house staff
or friends help create a series of funny videos to help promote
the FlickMe brand.
The underlying concept tying the films would be the referral
program and how all movies would be better if they had deals
like FlickMe.
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30. BIGGER IDEAS
VIRAL VIDEO SERIES
Two teenagers are waiting in line outside a theater. The total?
$40. One looks sheepishly into his pockets, pulls out a few dol-
lars and says he doesn’t think he has enough money. The movie
attendant points to a big sign that says:
“Bring a friend and get 80% off your tickets.”
The two friends hi-five and walk into the theater. The screen cuts
to black and the voiceover/logo.
“All movies would be better if they were like FlickMe.”
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31. BIGGER IDEAS
INFLUENCER SUMMIT
Focused on enabling top-tier influencers to build an emotional
connection with FlickMe, the Summit will facilitate authentic
relationships and build massive brand value.
Influencers will be given an opportunity to meet & greet with
studio executives from some of FlickMe’s top partners and will
get behind-the-scenes look at the companies, products, brands
and entertainment partners that make up FlickMe.
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