A Keynote presentation I made for a semester-long M-School project that tasked my team with creating a Go-To-Market plan for our assigned brand, Funny or Die.

2. F U N N Y
O R D I E
G T M
P L A N
OLIVIA | ALISA | BRYAN F | DWAYNE | BRYAN R | 4.6.15

3. an online platform
where comedy
thrives with videos
starring celebrities
& fans alike
a one-stop shop
where viewers
can watch & vote
on the funniest
content on the web
3
FUNNY OR DIE IS...

4. a website with original & user-uploaded content
centered around comedy & pop culture
where users can vote on videos (“funny” or “die”)
uploaded to our own video platform
& some of our original series have been picked up
by television networks (turner tv, comedy central)
4
WE ARE...

5. OUR AUDIENCE...
...appreciates comedy, creativity, & originality
...is always connected
...keeps up with pop culture
5

6. THE MARKEToriginal
shared & informative
niche mass
6

7. THE REALITY
this market is saturated
with various types
of comedy brands
7

8. THE CHALLENGE
how do we balance
regurgitating
popular media &
producing fresh,
new content?
8

9. BE THE
BILL MURRAY
OF THE INTERNET
9

10. 10
ONE OF
A KIND

11. original
legendary
an entertainer
social
BILL MURRAY IS...
11

12. THE PLAN
1
2
3
12
4
become the digital destination for
original comedy!

13. THE PLAN
1
2
3
13
4
become the digital destination for
original comedy!
create self-activating content!

14. THE PLAN
1
2
3
14
4
become the digital destination for
original comedy!
create self-activating content!
be the entertainer that we are!

15. THE PLAN
1
2
3
15
4
become the digital destination for
original comedy!
create self-activating content!
be the entertainer that we are!
be social!

16. THE PLAN
1
become the digital destination for
original comedy!
16

17. 17

18. BECOME THE DIGITAL DESTINATION
FOR ORIGINAL CONTENT
18
bill murray is an original person
in order for our original content to be a hit, we need to work with the best of the best
objective:
goal:
activations:
create our own roster of comedians & comedy writers
1. list the wanted
2. recruit
3. finalize
4. hype it up
5. release “the roster”
costs:
$50,000 for salaries
$15,000 for social media
$6,000 for sponsorships
$71,000

19. 19
E
N
G
A
G
E
M
E
N
T
TIME
list the wanted
recruit
finalize
release “the roster”
hype it up hype it up
hype it up

20. THE PLAN
2
20
create self-activating content!

21. 21

22. CREATE SELF-ACTIVATING CONTENT
22
everything bill murray does automatically becomes cool
we need to reach out to our network of connections so celebrities could star in our videos
objective:
goal:
activations:
create videos that pique the interest of our audience
1. utilize “the roster”
2. reach out to connections
3. film content
4. hype it up
5. release content
costs:
$30,000 for salaries
$10,000 for social media
$5,000 for sponsorships
$45,000

23. 23
E
N
G
A
G
E
M
E
N
T
TIME
utilize “the roster”
reach out to connections
film content
hype it up
release content
hype it up
hype it up

24. THE PLAN
3
24
be the entertainer that we are!

25. 25

26. BE THE ENTERTAINER THAT WE ARE
26
bill murray lives to entertain & make people happy
we exist to entertain & make people laugh
objective:
goal:
activations:
create a huge television special to air on a major network & make FOD a household name
1. celeb web series premiere
2. introduce "the roster”
3. mobile app pusher
4. commercial
5. tv event premiere
costs:
$35,000 for salaries
$10,000 for social media
$4,000 for sponsorships
$49,000

27. 27
E
N
G
A
G
E
M
E
N
T
TIME
“between two ferns” kick off
“between two ferns” ep. 5
celeb web series
premiere
mobile app push
commercial
tv event premiere
introduce “the roster”

28. THE PLAN
4
28
be social!

29. 29

30. BE SOCIAL
30
bill murray is social
we’re an online company, we need a strong online presence that engages our audience
objective:
goal:
activations:
host an annual contest for viewers to “audition” for a spot on our roster
1. start campaign
2. review submissions
3. middle round
4. final round
5. reveal the winner
6. winner works with “the roster”
7. premiere the video
costs:
$27,000 for salaries
$8,000 for social media
$4,000 for sponsorships
$39,000

31. 31
E
N
G
A
G
E
M
E
N
T
TIME
start campaign
review submissions
middle round
final round
reveal the winner premiere the video
winner works with “the roster”

32. HOW IT ALL COMES TOGETHER
32
1
2
3
4
$71,000
$45,000
$49,000
$39,000
$204,000
list the
wanted finalize
release
“the roster”
recruit hype
it up
utilize
“the roster”
reach out to
connections
hype
it up
release
content
film
content
start
campaign
btf kick
off
btf ep. 5
celeb web
series
premiere
introduce
“the roster”
mobile
app
push
commercial
tv event
premiere
review
submissions
middle
round
final
round
reveal the
winner
premiere
the video
winner
works
with
"the roster”

33. IN CONCLUSION
we’re going from...
33

34. BILL MURRAY OF THE INTERNET
CELEBRITY CONNECTIONS
CONTENT KING
HOME OF THE MVPs
...the inside joke no one gets the inside joke everyone is in on
...the party where you don’t know anyone the red carpet event of the year
...another viral post, retweet, or share the source of everything funny
...the jv squad of the comedy world the home of comedy’s greatest exports
34

35. 35
WWBD

36. THANK
YOU!

37. APPENDIX
37

38. COMPETITIVE
ADVANTAGE
unlimited amounts of content for viewers
!
!
sharing options for all your social media needs
!
!
rating technology of the “funny” or “die” scale
38

39. OUR NETWORK
CORE
SECONDARY
THIRD PARTY
comedy central (drunk history)
social
turner tv (billy on the street)
social
president barack obama |
first lady michelle obama
fans | users celebrities | comedians
app store
FOD weather app
funnyordie.com
facebook.com/funnyordie
instagram.com/funnyordietwitter.com/funnyordie
plus.google.com/
+funnyordie
vine.co/funnyordie
funnyordie.tumblr.com
pinterest.com/
funnyordie
youtube.com/user/
funnyordie
39

40. OUR FUTURE NETWORK
CORE
SECONDARY
THIRD PARTY
comedy central (drunk history)
social
turner tv (billy on the street)
social
president barack obama | first lady
michelle obama
fans | users celebrities | comedians
app store
FOD weather app
funnyordie.com
facebook.com/funnyordie
instagram.com/funnyordietwitter.com/funnyordie
vine.co/funnyordie
funnyordie.tumblr.com
youtube.com/user/
funnyordie
40
original roster
on website
approved
celebrities/
comedians
collaborate
with
competitors
plug on late
night talk
shows

41. 41
FOD.COM
oddball festival
app
sms
email
facebook
instagram
twitter
press release
snapchat
youtube
tumblr
vine
seo youtube ads
banner ads
TRANSMEDIA MAP
online (content)
social & pr
mobile
physical

42. SOCIAL CHANNEL RULES
BIG
STUFF
DAILY
STUFF
COOL
STUFF
this is where we share the big things
we’re doing
this is where we showcase our exclusive
content in short blurbs; short, sweet, &
to the point
this is where we share screen grabs or
short clips of our content, behind the
scenes photos, & other graphics
42

43. METRICS
social media #s
!
# of views on videos
!
# of site visitors
!
time spent on FOD.com
!
level of engagement
43

44. ACTIVATIONS (TV EVENT)
WEB
SERIES
MOBILE
APP
COMM-
ERCIAL
“THE
ROSTER”
TV EVENT
FROM obama & brad pitt’s policy plugs & call-to-actions
TO the new standard of short-form, late night talk
FROM a playlist housing all of our videos
FROM a website & budding production company
FROM comedians being FOD affiliates & contributors
FROM being exclusively online
TO the home of all things FOD (from a house to a home)
TO a full-fledged force of funniness
TO moving content online & maintaining creative control
TO breaking new ground & exploring new frontiers;
“one small step for man, one giant leap for mankind”
44

45. SOCIAL MEDIA $
the more the comedian is paid,the higher the social
push will be
!
up the social media spend to broadcast the videos
to more viewers to increase impressions & clicks
back to our site
!
social media posts, ads, seo/sem
!
we will own the keyword phrase "funny or die”
45

46. SPONSORSHIP $
sponsor a local comedy show in los angeles to start
off with our first comedian on the roster
!
take over the place with our logo & swag
!
have people come & enjoy the show
!
live-stream & live-tweet the event
46

47. APP LAUNCH $
47
0
150
300
450
600
1 2 3 4
DEVELOPMENT LAUNCH INNOVATION