The document describes a campaign to promote Sonera's music player service. Users can create posters promoting their own virtual "festarit" parties and share them online. For each click on a poster's banner, the festarit receives a "join" point. Posters will also be turned into banners for online promotion. The goal is to make a viral campaign that promotes both the music player and users' festarits. A website will be built where users can make posters, see others' posters in a gallery, and check a ranking of top festarits.

1. S onera Music Player Campaign
S ite

2. Voita omat festarit
T h e m o r e p e o p le w a n t t o j in y o u r
o
fe s t a r it , t h e b ig g e r a c h a n c e y o u w ill
h a v e y o u r o w n fe s t a r it . N o b o d y w a n t s
t o g o t o a q u ie t p a r t y.
H o w t o p r o m o t e y o u r fe s t a r it :
- M a k e a s u p e r c o o l p o s t e r (t h e g o o d
o n e s w ill b e u s e d a s r e a l S o n e r a
p r o m o t io n s )
- Te ll y o u r fr ie n d s a b o u t it (s e n d t h e m

3. - M ak e g o o d p o s te r
- A t t r a c t iv e p e o p le t o c lic k o n y o u r
p o s t e r /b a n n e r
- In c r e a s e V IP s t a t u s o f y o u r p a r t y
- P o s t e r s c a n b e v ie w e d in g a lle r y a n d
p e o p le c a n p r e s s t o “j in ” t h e fe s t a r it ,
o
b e c o m e a “s u p p o r t e r ”
- G o o d p o s t e r s w ill b e m a d e in t o
b a n n e r s fo r S o n e r a o n lin e p r o m o t io n ,
le a d in g t o t h e c a m p a ig n s it e
- F o r e v e r y c lic k “y o u r ” b a n n e r r e c e iv e s ,
y o u r fe s t a r it r e c e iv e s o n e “j in ” – o n e
o

4. S it e S t r u c t u r e
Music Player demo Plays a selection of 30s music clips
Registration Registration process to use the Music Player
FAQ Separated facts and hints about the Music Player
service and the campaign
Main
Make Poster Make your own promotion poster
Searchable collection of all posters produced,
Gallery
click to join a festarit
Ranking of festarit according to how many
Ranking people have joined them
Sonera Sonera homepage
Discussion about the campaign, needs
Forum registration and (consistent) moderation

5. Is s u e s
We want to make a kick-ass viral campaign
• Festarit promotion, Music Player promotion
• Music Player marketing plan
• Music Player unique selling points
• How much we can affect the Music Player features and
marketing

6. C a m p a ig n S it e
East B r e a k d o Whon
w pays?
• C a m p a ig n s it e • P r e - s it e
d e s ig n • M u s ic P la y e r d e m o
• C a m p a ig n s it e b u ild • P o in t c a lc u la t io n s (s u p p o r t s
• V ir a l c o n c e p t in v o lv e fo r p a r t y )
m a k in g o f p o s t e r s – B a n n e r c lic k a n d p o in t
a t t r ib u t io n flo w
• P o s t e r E n g in e
– S e r v ic e s u b s c r ip t io n a n d
p o in t a t t r ib u t io n
Who creates? – R a n k in g (lin k e d t o b a n n e r
• C o p yte x t p r o d u c t io n )
• P o s te r as s e t • A P Is t o e x t e r n a l s e r v ic e s
a n d s p r e a d m e c h a n ic s
• In it ia l b a n n e r s
• Te lt a n • P o s t e r g a lle r y a n d
äe
“t ie t o j j s t e lm a ” m o d e r a t io n t o o l
• B a n n e r p r o d u c t io n
a u t o m a t io n

7. P r e - r e g is t r a t io n S it e
P r iz e – P r o v in s s i 1 0 t ic k e t s
C lo s in g d a y – M a y 3 1 s t S u n d a y

8. W ir e fr a m e – M a in
Navigation and logo
Promo text promo text promo text Promo text promo text promo text
 Start your own festarit Get Your Music Player 
Enter phone number to get
30 days extra
Posters Top 5 festarit Music Player demo
looping
1. Nykänen Forever
2. Bye Bye Baby
3. No More Lätkä
4. We Love You
5. Party All Night
Click to
see more

9. W ir e fr a m e – M ak e
P o s t Navigation and logo
er
Poster template Content entry
according to what theme - festarit name / slogan
is chosen - own photo
- choose your party
Band names are pre- super star
chosen according to the
template
Own photo manipulation
Accept button
Drag-n-drop visual
Move to Promote Office to enter your
elements Email address is a must,
personal information and learn how to
that we keep to inform
promote your show better so you can
Voita Omat Festarit people about the in-
between competitions

11. P r o d u c t io n S c h e d u le
M a y 1 5 th
- P r e -r e g is t r a t io n s it e u p
- P r o v id e in c e n t iv e a n d g a t h e r e a r ly - b ir d m o m e n t u m –
P r o v in s s i t ic k e t s 1 0 , g iv e u s a r e a s o n w h y y o u s h o u ld go
t o P r o v in s s i
M a y 2 0 th
- B a n n e r v is u a ls r e a d y
M a y 2 5 th
- M a k e p o s t e r E n g in e r e a d y in s it e
Ju n e 1 st
- M u s ic p la y e r d o w n lo a d + d e m o liv e
J u n e 1 0 th
- F in a l la u n c h
A u g u s t 9 th
- C o m p e t it io n c lo s e s
- M o n d a y 1 0 t h w in n e r s e le c t io n – s h o w c a s e w in n e r
m a t e r ia ls u n t il 1 6 t h