The document outlines a digital marketing strategy to promote the Netflix original series Hemlock Grove in order to gain 400,000 new Netflix subscribers prior to and following its premiere on April 26th. The campaign will raise awareness of the premiere through paid social media ads, banner ads, and placements on entertainment websites and blogs. It will encourage fans to have "spoiler parties" to discuss the show and offer a Google Hangout with the show's creator Eli Roth for subscribers who watch the entire season. The goal is to take advantage of audiences who enjoy binge-watching shows by making the full season available at once. Key metrics of success include social media followers, early viewership numbers, and new subscribers gained for Netflix.
Netflix is changing the paradigm of original content with exciting new programs. It is the dominant streaming service with 1/3 of North American internet traffic. Netflix uses viewing data to gauge interest in future shows. The goal is to attract 650k new subscribers through the launch of Hemlock Grove by creating a unique way for fans to connect with characters through live personal conversations via a partnership with Greenroom.
Netflix is promoting its new original horror series Hemlock Grove with a viral digital marketing campaign called the World's Biggest Horror Challenge. The campaign dares fans to watch all 13 episodes of Hemlock Grove in one sitting while being monitored via webcam. Participants who complete the challenge will receive badges to share on social media and the chance to receive a horror film made by Eli Roth. The $150,000 campaign uses ads, banners, influencer outreach and social media to drive awareness and consideration among horror fans ahead of Hemlock Grove's April 19th release on Netflix.
A Digital Strategy for Netflix + Hemlock GroveMelanie Flores
This document outlines a digital marketing strategy to promote the Netflix original series Hemlock Grove and gain new Netflix subscribers. It proposes using paid search, social media, a microsite, and display ads to drive awareness of Hemlock Grove and encourage binge-watching. The goal is to gain 150,000 new subscribers between March and April 2013 with a $100,000 budget. Key tactics include engaging fans on platforms like Twitter, building an exclusive microsite for Netflix subscribers, and retargeting those who show interest in the series. Success will be measured by new subscriber numbers and within budget costs.
Content Marketing World 2011
“Rise of the SuperFans: Growing TV Audience by Empowering Digital Communities”
Josh Richman, Vice President of Marketing, WGN America
Keith Blanchard, Creative Director, Story Worldwide
“Involve the fans” is the sine qua non of digital marketing today. But to date, these participation opportunities have been strictly limited. What happens if you let brand advocates all the way into the tent? Josh Richman, VP of Marketing for WGN America, Tribune Broadcasting’s national cable network, and Keith Blanchard, executive creative director of Story Worldwide, show how you can drive offline behavior through digital by involving advocates materially in the creation of content, and curating the digital communities that form around it.
This session will show you how managing digital communities can generate productive offline behavior while lowering traditional ad spend. Today, WGNA features “Superfans” in TV spots, tweeters show up in crawls during shows, and fans program the lineup for episode marathons. In exchange, WGNA has been able to leverage each show’s existing online fan base to drive audience, positioning WGNA well for the long-term transition from lean-back-TV to online-interactive experience.
Cutting the Cord: Everything You Need to Know About the Shift from TV to Online ViralGains
Attention everyone: it's time to cut the cord. With your TV that is. This slideshare is all about the recent shift in programming and viewership from TV to online. Find out why it's happening and how you can be ahead of the curve when it comes to advertising in online programs. You don't want to miss this one.
The document discusses the concept of "the new normal" and presents examples of how brands have effectively communicated their essence through various channels. It begins with quotes highlighting increasing fragmentation and challenges finding core truths. It then provides examples of brands like BMW, Halo 3, Apple, Burger King, T-Mobile, and Sagami that successfully captured their brand's truth and elevated their positioning through creative online campaigns that spread virally. These campaigns communicated meaning and inspired audiences while achieving business goals.
Netflix is changing the paradigm of original content with exciting new programs. It is the dominant streaming service with 1/3 of North American internet traffic. Netflix uses viewing data to gauge interest in future shows. The goal is to attract 650k new subscribers through the launch of Hemlock Grove by creating a unique way for fans to connect with characters through live personal conversations via a partnership with Greenroom.
Netflix is promoting its new original horror series Hemlock Grove with a viral digital marketing campaign called the World's Biggest Horror Challenge. The campaign dares fans to watch all 13 episodes of Hemlock Grove in one sitting while being monitored via webcam. Participants who complete the challenge will receive badges to share on social media and the chance to receive a horror film made by Eli Roth. The $150,000 campaign uses ads, banners, influencer outreach and social media to drive awareness and consideration among horror fans ahead of Hemlock Grove's April 19th release on Netflix.
A Digital Strategy for Netflix + Hemlock GroveMelanie Flores
This document outlines a digital marketing strategy to promote the Netflix original series Hemlock Grove and gain new Netflix subscribers. It proposes using paid search, social media, a microsite, and display ads to drive awareness of Hemlock Grove and encourage binge-watching. The goal is to gain 150,000 new subscribers between March and April 2013 with a $100,000 budget. Key tactics include engaging fans on platforms like Twitter, building an exclusive microsite for Netflix subscribers, and retargeting those who show interest in the series. Success will be measured by new subscriber numbers and within budget costs.
Content Marketing World 2011
“Rise of the SuperFans: Growing TV Audience by Empowering Digital Communities”
Josh Richman, Vice President of Marketing, WGN America
Keith Blanchard, Creative Director, Story Worldwide
“Involve the fans” is the sine qua non of digital marketing today. But to date, these participation opportunities have been strictly limited. What happens if you let brand advocates all the way into the tent? Josh Richman, VP of Marketing for WGN America, Tribune Broadcasting’s national cable network, and Keith Blanchard, executive creative director of Story Worldwide, show how you can drive offline behavior through digital by involving advocates materially in the creation of content, and curating the digital communities that form around it.
This session will show you how managing digital communities can generate productive offline behavior while lowering traditional ad spend. Today, WGNA features “Superfans” in TV spots, tweeters show up in crawls during shows, and fans program the lineup for episode marathons. In exchange, WGNA has been able to leverage each show’s existing online fan base to drive audience, positioning WGNA well for the long-term transition from lean-back-TV to online-interactive experience.
Cutting the Cord: Everything You Need to Know About the Shift from TV to Online ViralGains
Attention everyone: it's time to cut the cord. With your TV that is. This slideshare is all about the recent shift in programming and viewership from TV to online. Find out why it's happening and how you can be ahead of the curve when it comes to advertising in online programs. You don't want to miss this one.
The document discusses the concept of "the new normal" and presents examples of how brands have effectively communicated their essence through various channels. It begins with quotes highlighting increasing fragmentation and challenges finding core truths. It then provides examples of brands like BMW, Halo 3, Apple, Burger King, T-Mobile, and Sagami that successfully captured their brand's truth and elevated their positioning through creative online campaigns that spread virally. These campaigns communicated meaning and inspired audiences while achieving business goals.
Netflix: who and what is keeping people awake at nightMichael Thomson
Netflix is an 11 billion USD company, and is frequently cited as an example of a 'disruptor'. Inspired by a tweet from Netflix - "Sleep is my greatest enemy", we wondered; what and who is keeping people awake at night?
The document provides summaries of several chatbots:
- Sephora's chatbot on Kik allows users to get beauty recommendations and purchase products without leaving the app.
- TacoBot on Slack lets office workers order lunch from Taco Bell without leaving their desks.
- An AI version of Miss Piggy on Facebook Messenger aims to feel just like conversing with the real Miss Piggy.
- The news app Quartz for iPhone delivers news in a conversational format using emojis and GIFs.
The document discusses the current state of affairs regarding privacy, security and technology. It expresses both hope and fear, noting that while surveillance and government overreach are increasing threats, technology also enables positive change if developed and used appropriately. It highlights how events like the annual Hackers On Planet Earth conference inspire thousands to learn, share and build new tools, fostering optimism among those who work to understand technology and shape its progression.
The document outlines a digital strategy to market the Netflix series "Hemlock Grove" and increase Netflix subscriptions. The strategy targets 18-24 year old male horror fans. It will communicate Netflix as the home of fear through social media ads, banners, and videos promoting that all episodes of Hemlock Grove are available on Netflix. The goal is to acquire 20,000 new subscribers on a $200,000 budget through increasing awareness of the show and driving consideration and purchase of Netflix subscriptions.
Research Portfolio For "PowerUP" PilotJonathan Mak
The document provides an overview of Jonathan Mak's research portfolio. It includes sections on codes and conventions, primary research, pre-production documentation, production techniques, and post-production techniques. The codes and conventions section explores inspiration from Wong Fu Productions web series, how to create a pilot episode, and YouTube monetization. The primary research section discusses conducting audience research to better understand the target demographic. The pre-production documentation section examines the format of scripts, line scripting, and creating shot lists and storyboards.
1) Mobile phones and social networking are changing how people communicate and share information about themselves, with more personal details becoming publicly available through mobile than ever before.
2) Three changes to the mobile ecosystem - open mobile browsers, open operating systems, and generous data plans - are enabling a new wave of innovation as entrepreneurs experiment with new ways of using social networking behaviors in mobile conversations.
3) Many of the greatest changes in communication will come from integrating social networking features like threaded conversations across call, text, and messaging platforms on mobile.
The series Black Mirror is a British sci-fi/drama anthology television program that explores how new technologies can impact humanity in unexpected ways. Episodes are standalone with no overarching storylines. The first episode focuses on social media by having the Prime Minister forced to have intercourse with a pig on live TV or else a kidnapped princess won't be released. It shows how information spreads rapidly online and is nearly impossible for the government to contain. The episode uses multiple perspectives to demonstrate different reactions and examines the government's attempt to fake fulfilling the demands through deepfakes.
Catalike - Find like-minded strangers near youjaxomlotus
Catalike is a proposed social discovery app that uses location data and shared interests to connect nearby strangers. It aims to address the problem of feeling lonely in a crowd by alerting users when they pass someone with common interests. The open source idea's conditions for use include credit to the creator, an advisory role, 10% equity, and a right of first refusal to invest. A 5-year roadmap outlines milestones from initial 1-1 interactions to a full social network. Features, branding materials, files and domains are included.
THE STORY CUBE. Understanding the many dimensions of today's storytelling.Nick DeMartino
Here's the slides from a talk I gave to my friend Anna Marie Piersimoni's class at California State University, Northridge. The "cube" includes the three-legged stool, the traditional narrative dimensions, and those that are new in the digital world.
Магистральная презентация, подготовленная The Boston Consulting Group для определения стратегических векторов развития отечественного автопрома до 2020 года.
Обращаем внимание на то, что в ландшафте автомобильной индустрии отмечена важность развития послепродажного обслуживания продаваемой продукции.
Национальная система компетенций и квалификацийasi_mp
Цель проекта: создание сбалансированной системы взаимодействия граждан, бизнес-структур и государственных органов исполнительной власти в области формирования, развития, накопления, воспроизводства, оценки и защиты квалификаций и компетенций в целях создания глобально конкурентоспособной и востребованной продукции нового поколения в кратчайшие сроки.
Netflix and Hemlock Grove: Increasing Net Subscriptions Utilizing the Youth M...Winston Ford
Netflix needs to continue growing its subscriber base in an increasingly crowded streaming market. It aims to target the youth market, which makes up only 10% of subscribers currently, using the new original series Hemlock Grove. The campaign will encourage binge watching of Hemlock Grove on Thursdays and Fridays through targeted free trials and a social media campaign using the #DieCarefully hashtag. It hopes to reach a potential new subscriber, 20-year old Maya, through these efforts and drive consideration and signups among young consumers.
Final Project for Digital Strategy Crash Course on SkillshareJoan Collado
This document outlines a digital strategy for Netflix to promote the release of the original series "Hemlock Grove" in order to gain new subscribers. The strategy targets digital natives, specifically a young couple in their 20s-30s who enjoy horror fiction. The strategy aims to communicate that Netflix allows viewers to enjoy fear and anxiety from TV shows and movies without restrictions on time or device. Most of the $125,000 budget will be allocated to social media advertising on Facebook, Twitter, YouTube and Vine as well as search engine marketing and banner ads. Key performance indicators include awareness, consideration, purchase and retention metrics.
Response to @JulianCole s' Skillshare course. Crash Course in Digital Strategy.
Brief: Find a way to stem Commbanks' 0.30% yoy market share decline in teen segment.
Netflix wants to increase subscriptions by offering original programming like Hemlock Grove. However, awareness of Hemlock Grove is low. The digital strategy aims to attract "thrill-seekers" by improving access and experience through a revamped mobile app, social features, and interactive content. A campaign called "Thrill-seeker" uses mobile, social media, and video to improve awareness, acquisition, and advocacy. Key metrics track growth in app reviews, social mentions, searches, and subscriptions. The $300,000 budget is allocated across SEO, social media, banners, and video to drive new users to sample and subscribe to Netflix through Hemlock Grove.
Dalee Digital Agency was founded in 2005 and is an independent agency with 60+ employees specializing in full cycle digital support for brands from strategy development to implementation. The agency has experience working with clients in industries such as pharmacy, consumer goods, media, and telecoms on various projects including digital strategies, websites, social media, mobile apps, product launches, and more.
Digitas Health LifeBrands took a trip to The Lone Star state and immersed ourselves in all things South by Southwest (SxSW).
The days went by fast and furious as we were pulled into speed sessions, meet-ups, brainstorms, demonstrations, hack-a-thons, pitches, accelerators, and a myriad of other Austin-style opportunities.
The next few slides are our attempt to bring some of these learnings home with an emphasis on why the message is relevant to healthcare marketers. Enjoy!
Бизнес-завтрак "Недвижимость: возможности digital-маркетинга, которые больше ...Artics Internet Solutions
Выступление Петровского Кирилла, директора по технологиям Artics Internet Solutions, на бизнес-завтраке "Недвижимость: возможности digital-маркетинга, которые больше нельзя игнорировать" (организатор Artics Internet Solutions).
Netflix: who and what is keeping people awake at nightMichael Thomson
Netflix is an 11 billion USD company, and is frequently cited as an example of a 'disruptor'. Inspired by a tweet from Netflix - "Sleep is my greatest enemy", we wondered; what and who is keeping people awake at night?
The document provides summaries of several chatbots:
- Sephora's chatbot on Kik allows users to get beauty recommendations and purchase products without leaving the app.
- TacoBot on Slack lets office workers order lunch from Taco Bell without leaving their desks.
- An AI version of Miss Piggy on Facebook Messenger aims to feel just like conversing with the real Miss Piggy.
- The news app Quartz for iPhone delivers news in a conversational format using emojis and GIFs.
The document discusses the current state of affairs regarding privacy, security and technology. It expresses both hope and fear, noting that while surveillance and government overreach are increasing threats, technology also enables positive change if developed and used appropriately. It highlights how events like the annual Hackers On Planet Earth conference inspire thousands to learn, share and build new tools, fostering optimism among those who work to understand technology and shape its progression.
The document outlines a digital strategy to market the Netflix series "Hemlock Grove" and increase Netflix subscriptions. The strategy targets 18-24 year old male horror fans. It will communicate Netflix as the home of fear through social media ads, banners, and videos promoting that all episodes of Hemlock Grove are available on Netflix. The goal is to acquire 20,000 new subscribers on a $200,000 budget through increasing awareness of the show and driving consideration and purchase of Netflix subscriptions.
Research Portfolio For "PowerUP" PilotJonathan Mak
The document provides an overview of Jonathan Mak's research portfolio. It includes sections on codes and conventions, primary research, pre-production documentation, production techniques, and post-production techniques. The codes and conventions section explores inspiration from Wong Fu Productions web series, how to create a pilot episode, and YouTube monetization. The primary research section discusses conducting audience research to better understand the target demographic. The pre-production documentation section examines the format of scripts, line scripting, and creating shot lists and storyboards.
1) Mobile phones and social networking are changing how people communicate and share information about themselves, with more personal details becoming publicly available through mobile than ever before.
2) Three changes to the mobile ecosystem - open mobile browsers, open operating systems, and generous data plans - are enabling a new wave of innovation as entrepreneurs experiment with new ways of using social networking behaviors in mobile conversations.
3) Many of the greatest changes in communication will come from integrating social networking features like threaded conversations across call, text, and messaging platforms on mobile.
The series Black Mirror is a British sci-fi/drama anthology television program that explores how new technologies can impact humanity in unexpected ways. Episodes are standalone with no overarching storylines. The first episode focuses on social media by having the Prime Minister forced to have intercourse with a pig on live TV or else a kidnapped princess won't be released. It shows how information spreads rapidly online and is nearly impossible for the government to contain. The episode uses multiple perspectives to demonstrate different reactions and examines the government's attempt to fake fulfilling the demands through deepfakes.
Catalike - Find like-minded strangers near youjaxomlotus
Catalike is a proposed social discovery app that uses location data and shared interests to connect nearby strangers. It aims to address the problem of feeling lonely in a crowd by alerting users when they pass someone with common interests. The open source idea's conditions for use include credit to the creator, an advisory role, 10% equity, and a right of first refusal to invest. A 5-year roadmap outlines milestones from initial 1-1 interactions to a full social network. Features, branding materials, files and domains are included.
THE STORY CUBE. Understanding the many dimensions of today's storytelling.Nick DeMartino
Here's the slides from a talk I gave to my friend Anna Marie Piersimoni's class at California State University, Northridge. The "cube" includes the three-legged stool, the traditional narrative dimensions, and those that are new in the digital world.
Магистральная презентация, подготовленная The Boston Consulting Group для определения стратегических векторов развития отечественного автопрома до 2020 года.
Обращаем внимание на то, что в ландшафте автомобильной индустрии отмечена важность развития послепродажного обслуживания продаваемой продукции.
Национальная система компетенций и квалификацийasi_mp
Цель проекта: создание сбалансированной системы взаимодействия граждан, бизнес-структур и государственных органов исполнительной власти в области формирования, развития, накопления, воспроизводства, оценки и защиты квалификаций и компетенций в целях создания глобально конкурентоспособной и востребованной продукции нового поколения в кратчайшие сроки.
Netflix and Hemlock Grove: Increasing Net Subscriptions Utilizing the Youth M...Winston Ford
Netflix needs to continue growing its subscriber base in an increasingly crowded streaming market. It aims to target the youth market, which makes up only 10% of subscribers currently, using the new original series Hemlock Grove. The campaign will encourage binge watching of Hemlock Grove on Thursdays and Fridays through targeted free trials and a social media campaign using the #DieCarefully hashtag. It hopes to reach a potential new subscriber, 20-year old Maya, through these efforts and drive consideration and signups among young consumers.
Final Project for Digital Strategy Crash Course on SkillshareJoan Collado
This document outlines a digital strategy for Netflix to promote the release of the original series "Hemlock Grove" in order to gain new subscribers. The strategy targets digital natives, specifically a young couple in their 20s-30s who enjoy horror fiction. The strategy aims to communicate that Netflix allows viewers to enjoy fear and anxiety from TV shows and movies without restrictions on time or device. Most of the $125,000 budget will be allocated to social media advertising on Facebook, Twitter, YouTube and Vine as well as search engine marketing and banner ads. Key performance indicators include awareness, consideration, purchase and retention metrics.
Response to @JulianCole s' Skillshare course. Crash Course in Digital Strategy.
Brief: Find a way to stem Commbanks' 0.30% yoy market share decline in teen segment.
Netflix wants to increase subscriptions by offering original programming like Hemlock Grove. However, awareness of Hemlock Grove is low. The digital strategy aims to attract "thrill-seekers" by improving access and experience through a revamped mobile app, social features, and interactive content. A campaign called "Thrill-seeker" uses mobile, social media, and video to improve awareness, acquisition, and advocacy. Key metrics track growth in app reviews, social mentions, searches, and subscriptions. The $300,000 budget is allocated across SEO, social media, banners, and video to drive new users to sample and subscribe to Netflix through Hemlock Grove.
Dalee Digital Agency was founded in 2005 and is an independent agency with 60+ employees specializing in full cycle digital support for brands from strategy development to implementation. The agency has experience working with clients in industries such as pharmacy, consumer goods, media, and telecoms on various projects including digital strategies, websites, social media, mobile apps, product launches, and more.
Digitas Health LifeBrands took a trip to The Lone Star state and immersed ourselves in all things South by Southwest (SxSW).
The days went by fast and furious as we were pulled into speed sessions, meet-ups, brainstorms, demonstrations, hack-a-thons, pitches, accelerators, and a myriad of other Austin-style opportunities.
The next few slides are our attempt to bring some of these learnings home with an emphasis on why the message is relevant to healthcare marketers. Enjoy!
Бизнес-завтрак "Недвижимость: возможности digital-маркетинга, которые больше ...Artics Internet Solutions
Выступление Петровского Кирилла, директора по технологиям Artics Internet Solutions, на бизнес-завтраке "Недвижимость: возможности digital-маркетинга, которые больше нельзя игнорировать" (организатор Artics Internet Solutions).
This resume summarizes Ulrike Schulz's international experience working in new media. She has lived and worked in Berlin, Munich, Vienna, London, and currently works in Singapore. Her experience includes positions in PR, production coordination, social media marketing, and account management. She has a Master's degree from the University of Vienna and launched a successful Twitter campaign to get a job in London that was later featured in The Guardian.
Adn@it'summer - Как ленивые фронтенды себе жизнь упрощают ADN Digital Studio
У frontend-разработчиков есть боль:
1. Огромные CSS файлы
2. Невозможно переиспользовать код
3. Сложности поддержки проектов
4. Склеивание и минификация файлов
5. Префиксы для css3
6. Работа со спрайтами
7. Невозможность использовать новые фичи javasccript
И мы хотим поговорить об этом
BrandBoost™ is a unique advertising platform that enables consumers to unlock premium game content by engaging with brand advertising.
BrandBoost is based on this concept of value exchange advertising: by choosing to engage with a brand, consumers get access to game content that they would otherwise have to pay for. BrandBoost works across all types of online game content and manifests itself differently based on the content type and the associated business model.
Совместное мероприятие Artics Internet Solutions и myTarget "Все, что важно знать о мобильной рекламе в 2016 году". Доклад Александра Круглова, myTarget.
Бизнес-завтрак "Недвижимость: возможности digital-маркетинга, которые больше ...Artics Internet Solutions
Выступление Юлии Агрызковой из AmoCRM на бизнес-завтраке "Недвижимость: возможности digital-маркетинга, которые больше нельзя игнорировать" (организатор Artics Internet Solutions).
Технологии становятся более доступными, иногда заставляют нас больше работать, помогают контролировать себя или других, служат упрощению нашей жизни, вдохновляют на новые идеи или вторгаются в наше тело и личное пространство.
В любом случае, технологии дают нам новые возможности, а как их использовать - во благо или нет, каждый выбирает сам.
Что такое Изоморфный Javascript?
1. Исполняется в различных окружениях
2. Гарантирует одно поведение
3. Справляется с разностью окружений через абстракции
The Top 10 Most Remarkable Marketing Campaigns EVERHubSpot
This document provides a summary of the top 10 most remarkable marketing campaigns ever. It describes each campaign in 1-2 sentences, highlighting what made them remarkable. Some of the campaigns featured include Burger King's "Whopper Sacrifice" Facebook app, HBO's alternate reality game for True Blood, Pepsi's crowd-sourced philanthropy campaign "The Refresh Project", and Barack Obama's use of social media in his 2008 presidential campaign. The document encourages the reader to learn from these innovative campaigns and find new ways to make their own marketing remarkable.
The document outlines creative ways for film and TV producers to make their projects findable and attractive to audiences using new media. It discusses targeting niche audiences first through viral marketing, engaging audiences in the creative process, providing content across multiple platforms, and satisfying the increasing demand for on-demand viewing. The key is having a presence across a wide range of online and mobile channels to reach fragmented audiences who expect content anywhere, anytime.
This digital strategy document outlines Netflix's goals of increasing subscriptions by promoting its new exclusive series "Hemlock Grove". The strategy targets both teenagers and their parents. It will engage teenagers on social media to generate buzz about the show. This will influence parents as teenagers nag them to subscribe. The key message is that Netflix provides the best choice in visual entertainment through its expanding catalogue and viewing options on any device. Tactics include social media contests and an AMA with the cast. Success will be measured by growth in social followers, positive reviews, awareness and preference over competitors.
This document discusses Netflix's strategy around its original series Hemlock Grove. It notes that Netflix has invested heavily in original content as viewership of traditional TV declines due to streaming. Hemlock Grove in particular is discussed, including insights that horror/monster themes are trending in TV and film. The document proposes a marketing strategy to introduce people to Hemlock Grove and increase Netflix subscriptions, including premiering all episodes at once in movie theaters in major cities across Europe. The goal is to increase Netflix subscriptions by 15% overall and 30% in Europe by targeting women aged 18-34 in those cities.
Class Description - Transmedia - Producing a Web TV SeriesMartin Shapiro
This document provides information about a class on transmedia storytelling and producing a web TV series. It discusses how entertainment is shifting to transmedia, using multiple mediums to tell a story, and how this allows larger fan bases and proof of concepts. The class teaches how to write a story bible, integrate interactivity, cultivate relationships, fund and produce a web series, negotiate equipment deals, and promote content online. The instructor will provide real examples and proven strategies to get started. A guest speaker will also answer questions. The teacher, Martin Shapiro, has experience in comics, screenwriting and developing transmedia projects.
How to tell your story in noisy digital worldRichard Meyer
The incredible brand awareness and bottom-line profits achievable through social media marketing require hustle, heart, sincerity, constant engagement, long-term commitment, and most of all, artful and strategic storytelling.
The document proposes a new premium television channel called "Taboo" that would feature sociological documentaries and stories about controversial topics not commonly discussed. The target demographic would be young adults aged 18-29, who tend to hold more liberal views. To access the channel's raw and sometimes graphic content, viewers would need to pay either $14 per month for the cable channel or $2.99 per month for an online streaming app. The channel would air primetime shows from 7-10pm on weekdays and 6-9pm on Sundays to attract viewers interested in its content or those seeking an alternative to mainstream programming.
Understanding the Social Media Landscape - Gez DaringInBlackandWhite
This document discusses strategies for engaging with social media. It recommends businesses listen to conversations, respond respectfully, monitor trends, add value for customers, encourage user participation, and set their brand free within communities rather than just broadcasting messages. The document warns against spamming, hijacking discussions, pushing sales too aggressively, or using legal threats in response to unfavorable content. Overall, it presents social media as an opportunity for businesses to engage audiences in a genuine, helpful way rather than just promoting themselves.
Facebook has evolved from a social media website to a full media platform. It has over 3.2 million active users who engage with brands through various advertising formats. Facebook provides insights into what consumers are interested in and opportunities to test new products through engagement ads. The platform continues to innovate through new features like Places, Deals, Credits and Presence to strengthen social experiences and the virtual economy.
Gez Daring - Online Communities Dos and Don'tsInBlackandWhite
This document provides guidance on how to effectively engage with online communities. It lists dos and don'ts for businesses. The key dos include listening to conversations, monitoring your brand, responding and reacting to feedback both online and offline, being aware of trends, adding value to users' experiences, encouraging user generated content, and understanding the hidden benefits of social media engagement. The don'ts include just broadcasting messages, using social media indiscriminately, expecting users to automatically engage without adding value, engaging in misleading or illegal practices, and using legal threats against users. Real-world examples like Wispa, Obama campaigns, and Habitat's hashtag hijacking are provided.
This deck is about how Netflix's famous show, The Stranger Things use marketing campaigns to create buzz around their show and increase audience engagement
The document challenges the traditional Paid, Owned, Earned (POE) model of digital marketing. It argues that the POE model has become Paid, Paid, Paid (PPP) as content distribution is now dominated by a few large platforms like Google and Facebook, requiring marketers to pay to reach audiences. It also notes that people's attention spans are shrinking and they are less likely to organically share content. The document proposes a new POE framework that focuses on paying for emotional content, earning word-of-mouth from talkable content, and owning rational explanations. It provides brand examples to illustrate this approach.
This document provides an overview of owned, social, and content topics. It discusses that owned channels are brands' own channels like websites and social media accounts. Content includes ads, videos, and graphics to feed audiences on owned channels. Social media is a complex space dominated by large tech companies but filled with voices of billions. The document emphasizes that no single channel is the answer and shares four beliefs: have ideas not just filler content; jack formats to stand out; target specific audiences rather than spraying broadly; and pay to promote content for more reach. It closes by noting owned channels are the new media frontier with changing rules and formats that pose challenges for brands.
The slides prepared for the Digital Bootcamp presentation, Monday 13 May 2013, Ravensbourne London. To be read in conjunction with the wiki: http://digitalbootcamp.wikispaces.com/Home
The document discusses the evolution of media from traditional to new digital formats. It notes that internet usage will surpass TV by 2010. Video content is growing rapidly, especially for sharing on platforms like YouTube. Advertising is also shifting to new digital formats like video. The new media ecosystem involves users being "always on" across owned, paid and earned media channels on multiple platforms. It emphasizes the need for brands to have an "always on" online presence across content, channels and platforms to fully engage today's digital users.
This document discusses concepts related to film distribution and viral marketing. It provides an overview of distribution, explaining that distribution is the process of releasing completed films to audiences. It discusses the concept of vertical integration in Hollywood and how distribution works differently in the independent film sector. The document also covers logistics of distribution, including transporting prints to theaters. Additionally, it examines viral marketing and provides examples of successful viral campaigns, such as for The Dark Knight and Hotmail.com. Teaser campaigns are also discussed.
The document discusses a horror film called "Torment" about teenagers being killed by a mysterious being who contacts them via text message. It evaluates the film as targeting a mainstream audience aged 15-30 through its use of everyday locations. As an independent film with a small budget and unknown actors, it is suggested a viral marketing campaign would be most effective in gaining interest from production companies like Working Title to distribute the film more widely. Film competitions are also identified as beneficial for exposure, and creating social media profiles and teaser trailers without revealing details, as done successfully for Cloverfield, would help generate buzz from fans before the film's release.
6. Challenge…
How will Hemlock Grove achieve the same success when
consumer awareness about the show is considerably low?
7. Let’s do this
Goal400,000 new Netflix subscribers leading up to and following the
Sign up
premiere of Hemlock Grove on April 26th
Budget promotion and advertising
$150,000 in online
Timing
March 22 – May 6
8. #1.
29%
of
people
in
the
U.S.
conduct
research
online
before
purchasing
Insights
media
or
entertainment.
Insights
#2.
The
majority
of
search
engine
interest
in
"Hemlock
Grove"
comes
from
California.
This
could
be
due
to
interest
in
the
producFon
of
the
show
coming
from
the
film
industry.
Or,
maybe
people
in
California
are
more
interested
in
horror
entertainment
–
but
that’s
doub8ul.
#3.
Demographics
of
NeLlix.com
site
visitors
More
women
than
men
25-‐44
is
the
most
common
age
range
They
have
no
children
Visitors
earn
an
annual
income
of
100-‐150K
Likely
to
have
college
or
post-‐graduate
degrees
#4.
9.7
million
people
visit
NeLlix.com
each
month
with
over
110
million
different
visits
logged.
This
is
in
comparison
to
hbogo.com,
which
gets
81K
people
visiFng
the
website
98K
Fmes.
Simply
put,
NeLlix
gets
more
visitors
who
return
to
the
site
more
oZen,
in
contrast
to
hbogo.com
which
gets
less
volume
of
returning
visitors.
This
could
be
due
to
people
checking
out
the
site
only
to
find
you
have
to
have
cable
and
a
(pricey)
HBO
subscripFon
to
access
content
on
hbogo.com.
9. #5.
Average
Fme
spent
on
NeLlix.com
hovers
around
6.5
hours.
Insights
Insights
People
spend
a
lot
of
;me
on
the
site.
!
#6.
Traffic
to
NeLlix.com
rises
on
the
weekend.
Ne8lix
isn’t
a
site
people
visit
while
at
work.
They
want
to
spend
a
considerable
amount
of
;me
on
Ne8lix.com
#7.
A
Wired.com
survey
shows
that
over
40%
of
people
who
had
seen
NeLlix’s
new
series
“House
of
Cards”
watched
13
episodes.
Yes,
they
had
watched
all
of
the
episodes
within
days
of
the
release.
People
like
to
binge
on
TV
series
by
watching
several
or
even
all
episodes
in
just
a
few
siFngs.
#8.
When
people
binge
on
media,
they
like
to
talk
about
it
over
social
media.
Upon
the
release
of
“House
of
Cards”
and
the
revelaFon
that
NeLlix
had
made
the
enFre
season
available
all
at
once,
there
were
over
10,000
menFons
each
hour
including
the
word
“binge”
and
“House
of
Cards”.
Binge-‐watching
is
a
known
habit
and
people
like
to
engage
their
social
communiFes
while
they’re
doing
it.
(Fizziology
study)
#9.
The
horror/thriller
genre
has
recently
ajracted
demographics
of
18-‐35,
even
as
young
as
18-‐24
with
Twilight.
17. the
Plan
Audience
Men and women ages 18-37 with middle to upper income
People who are interested in the already popular
horror/thriller series and films, like True Blood and Twilight
18. the
Plan
Messaging
“
Find out where he make it leadsalive?
Will
the horror
out
Who really killed her? “
Pose questions based on key plot themes people can discover as the show develops
19. The Campaign
the
Raise awareness about the premiere of Hemlock Grove with a microsite
Plan
people will find through banner ads, YouTube TrueView ads, Facebook & Twitter ads, social
bookmarking sites and paid blog and media placement.
Encourage friends to have Hemlock Grove Spoiler Parties so they can find out happens
first and they can know before anyone else. Don’t let anyone ruin this for you. See Hemlock
Grove with your friends first.
Hold a Google Hangout interview with Eli Roth on Saturday April 27th which will
stream on Netflix.
Offer subscribers who have watched the entire season by 3:00 pm EST on April 27th to
participate in the Hangout and have their questions about the show answered by Eli Roth.
Users can also participate in the Hangout by referring a friend to sign up for Netflix.
20. the
v
v
Framework
Non-Netflix subscribers Netflix subscribers
Who don’t know about Hemlock Grove Who LOVE Hemlock Grove
Modes of YouTube Facebook Search Word of Mouth
Blogs Twitter Entertainment Websites
Communication News Websites Vine
Netflix has Find out how it ends…before your friends do. Chat with Eli Roth
produced a horror about the newest
show Offer suspenseful ads highlighting the exclusivity and most
With Eli Roth. and also availability of Hemlock Grove. shocking horror
Quality & show.
availability
Awareness Consideration Conversion
Direct engagement on Twitter Remarketing
Google Ad Words Social & Banner Ads
Promotion and use of hashtag
Twitter Ads Incentivize subscribers to invite
#HGSpoiler
Facebook Ads friends to sign up with pass to
Paid blogs
Paid media & blogs participate in Google Hangout
Methods with Eli Roth
21. the
Paid Search
Ad Words targeting people searching for TV shows, “full season” tv shows/series,
horror films and shows.
Ecosystem
Banner Ads
Ads appearing on websites frequented by our targeted audience, including sites
where people research entertainment media.
Facebook & Twitter Ads
Target our demographic audience of people ages 18-37 and lead them to the microsite.
Popular Media
Create gifs from the scenes of the Hemlock Grove and create paid feature on Buzzfeed.
Social Bookmarking
StumpleUpon, Reddit and Digg placements directing people to the Hemlock Grove microsite.
22. the
Retention
Key Performance
• 10,000 Twitter followers
Indicators
• 20,000 Facebook fans
• 1 million views of Hemlock
Grove in first 48 hours of
premiere
Purchase
• 400,000 New Netflix subscribers
Preference
• 30% increase in Netflix referrals from friends
• 15% increase in positive online chatter about Netflix
Consideration
• 850,000 qualified visitors to microsite
Awareness
• Increased search volume of Hemlock Grove
• 20 million overall impressions
23. Data gathering
the
Friday, March 8th
Finalize creative Timeline
Wednesday, March 13th
Launch microsite
Friday, March 22nd
PR and blogger outreach
Monday, March 25th
Launch campaign with advertisements on
YouTube, Facebook, Twitter and with paid search
Wednesday, March 27th
Measure results
Monday, May 6th
24. the
Budget
Microsite $30K
Search $20K
Banners $30K
YouTube ads $25K
Facebook advertising $20K
Placed blogs $15K
Placed media $10K
Total Budget $150K