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Selena gomez dream out loud
- 1. JACQUELINE FRITZ Digital Strategy and Interactive Production
- 2. Based on market research and competitor analysis, this presentation will explore three potential alternatives for approaching online activation of Dream Out Loud by Selena Gomez for Kmart. There are numerous opportunities to strengthen brand awareness and audience engagement across the digital landscape, scaling out larger interactive capabilities as preferred.
- 3. Current interactive market Since direct competitor NMC is new, now is a good time to maximize SGDOL online reach while there is space • Free concerts • Appearances • Ads/ commercials • Free concerts • Free gear • Appearances
- 4. • Sweepstakes/ co-brand partnerships • Appearances • Ads/ commercials • Use of Rich Media Posts on social • Celebrity shoots • Ads/ commercials
- 5. DIGITAL STRATEGY A 3 tiered interactive program Either broken down into singular, self-sustaining, scalable campaigns or Woven together/ rolled out as one year long initiative
- 6. 1. LIVE IT - See you smile 2. WEAR IT - Fashion shoot 3. DREAM IT - Video Series
- 7. LIVE IT – See you smile 1. YOU MAKE ME SMILE Facebook, Twitter, SnapChat campaign of girls posting “Smiling Selfie” pics • Call to action: Share your Smile • 10 shares = $1 off SGDOL purchase or free SG ring tone • Kmart matches 10/1 offer by donating $1 to Operation Smile or token charity * Would be great to kickoff in Q1; Feb/ Mar
- 8. 2. WEAR IT Fashion Shoot_1 GIF FITS Build SGDOL app/ fashion game for mobile you can upload headshot to and interchange SGDOL styles to create ‘fits’ or ‘looks’ • Call to action: Create animated GIF from 3 best ‘fits’ or ‘looks’ + share online • Purchase GIF items online with discount code at checkout (lesser discount online to encourage in store engagement) • Incorporate SGDOL items into posts, potential RMPs
- 9. 2. WEAR IT Fashion Shoot_2 IN STORE Build out customized, interactive display screen/ panel on site including DOL app/ fashion game • Call to action: Pull up GIFs on display to receive discounts on chosen items at checkout • Check in on Pinterest and Foursquare in store to get discounts w/o GIFs • Take ‘My Best Fit’ selfies in SGDOL clothes instore to enter contest…
- 10. 2. WEAR IT Fashion Shoot_3 MY BEST FIT Instagram, Twitter, Snapchat campaign • Call to action: Take selfie of your ‘best fit’ incorporating a SGDOL piece(s) into your ensemble and post • Enter moderated contest to win photo shoot with SG in next DOL collection and/ or attend shoot • SG posts selfies throughout; Video of contest on YouTube… * Instore concerts/ promotions to support online throughout campaign
- 11. 3. DREAM IT – Video Series_1 ....YouTube! • Fill the need to establish a dedicated SG Dream Out Loud YouTube channel • Post videos of contests • Another platform for audience engagement and product placement • Content Marketing and community development
- 12. 3. DREAM IT – Video Series_2 DREAM ON YouTube + Vine Video Campaign • • • • • Call to action: Audience submits personal videos of a dream SG + Kmart can mutually realize (i.e. be on screen with SG) Audience-created content + cross platform community engagement; moderated ongoing contest Winner’s dream comes true at end of campaign Instagram shorts; Banner ads on Fb + Kmart/ 3rd parties; content on Twitter, and in store unit; commercials + print Rich Media Posts could be tied in with TV commercials/ videos of SG to receive online promotions for DOL *Could happen Q3/4 with album launch or other SG tie in
- 13. THANKS!