The document outlines a multi-faceted marketing campaign to promote the movie Casablanca. The campaign includes strategic assessments, targeted tactics across various audiences and platforms, and a timeline to bring the elements together. Key aspects of the campaign include identifying online conversations around the movie, evaluating sentiment, and joining discussions. Tactics focus on discovery marketing, building an emotional connection to the movie's themes of love and sacrifice, and leveraging Valentine's Day. The campaign aims to maximize a budget across paid, earned and owned social media.

4. Outline
• Strategic Assessment
• Campaign Tactics
• Bringing it all together

5. Project Launch
Strategic Assessment
1.Brand or Product
2.Competitive Landscape
3.Target Audience

6. Product: Casablanca
Goal: Drive ticket sales
Casablanca Casablanca
Found! The Movie!
The story about the movie The story in the movie

7. Casablanca: The Movie
Various Themes
• Romance
• Mystery
• War
A story about love, and the sacrifices people make for it.

8. Lazlo, you take the tickets, and the
I stick my neck out for nobody woman I love. I'll stay here and face
the enemy.

9. Casablanca: Found!
Many interested in this film
regardless of the storyline.
A 3 time Academy Award winner the
day it opens.
News = Conversation

10. Conversation Analysis
1.Identify
2.Evaluate
3.Join

11. Identify The Conversation
• Research and identify
core conversations
• Where are they?
• Who’s driving them?

12. Evaluate The Conversation
What's being said
• Film's history
• Restoration process
• Fashion in the film
• Disappearance a conspiracy?
Level of influence & impact
• Reach over 2 Million
Overall sentiment
• Positive
• Negative
• Mixed

13. Join The Conversation
Connect with influential
communities based on
individual drivers
Key Influentials:
• Critics
• Classic Film Lovers
Benefits
• Increased search engine
rankings
• Generate early buzz

14. Competitive Landscape
Romantic comedy
Light option for Valentine's Day
Girls night in "Chick flick" on TNT
Tivo it
Iraq War film/Guy's movie
Not a Date movie
Casablanca is a romantic option for women; while still having
entertainment for men --- a shared experience for Valentines day.

15. Primary Target Segments & Interests
Rational Emotional
Drivers Drivers
Influentials
Classic Film Lovers Knowledge
College Students In the know Discovery
Critics Knowledge
Broad Target
Couples 25-54
Gays 25-54
Singles 25-54 Shared Activity
Shared Experience Love & Connection
Meet Someone

16. Strategic Positions
Discovery News based on found prints
Love & Connection A romance movie with guts

17. Tactical Overview

18. Timeline of Activities
8 different tactics covering all target audiences

20. Discovery
News based on found prints

21. Document The Story As It Unfolds
Immediate social
marketing effort
Documentary feel
Warner Bros. voice
Content
• Restoration
• Production
• Fashion
• Conspiracy
• Cast & Crew
Electronic Press Kit included

22. Influential Outreach
• Provide interesting
content ideas and
assets for influentials
• Outreach for industry,
film restoration,
historical, and
conspiracy
conversations
• Extends throughout
duration of movie run
Estimated Reach: 2.1 Million +

23. Love & Connection
A Romance Movie With Guts

24. Making Big Sacrifices For Love
Shared by 3 main characters in the movie
Love requires sacrifice. As true today as when Casablanca was
made.

26. Contest: Who can write the best personal ad
declaring what they'd do for love?

28. How it works
• Entries posted to site
• 'Vote' button for all entries
• Top 10 vote getters are finalists
• Winner selected by celebrity couple like
Brad Pitt and Angelina Jolie
• Winner announced on opening night in
theaters via ScreenVision
• Prize: A free romantic vacation for 2

29. "Vote for me" widget

30. Campaign Benefits
• Direct tie to storyline of movie
• Database building with each entry
• Broad reach and appeal
• Celebrity-selected winner

31. Paid and Social Media
Maximize budget with combination of paid and social
outreach.
Broad reach geo-targeted campaign to reach Couples,
Singles, Gays, and Movie Enthusiasts.
• Male/Female Sites
• Portals
• Movies/Entertainment
• Travel
• Social Networks
• Contest Sites
Estimated Reach: 9.5 Million

32. Movie Website

33. Website

34. Content
• Trailers
• Plot Synopsis
• Cast and Crew Photos
• Date Planner
• Blog
• Links to Pages on Contests
• Facebook Photos
• Singles Night
• Photobooth Gallery
• Influential interviews from the
night of the screening
Site will be optimized for all key • EPK
search terms.

35. Valentine's Day Promotion
Leverage romance link to drive advance ticket sales

37. Valentine's Day 'Hint' Tool
The perfect Valentine’s Day starts with an Email nudge.

38. Google Maps Mashup V-Day Planner
Convenient one-stop-shop for
• Theaters and showtimes
• Nearby bars
• Romantic restaurants
• Flower shops

39. Campaign Flow
The Romance Generator.
It takes a woman's idea, and transforms it into a man's idea.

40. Paid and Social Media
Leverage media negotiated for "What would
you do..." buy and rotate in additional
messaging.
Add planning and relationship sites/blogs.
• Relationship
• Women
• Social Networks
• Movies/Entertainment
• Invite sites
• Gift Sites
Estimated Reach: 22 Million

41. Matchmaker Promotion

42. Help Singles Connect On Valentine's Day
• Promotion on
Match.com and
eHarmony
• Members can see
who's going in their
area, and join
• Sponsorship with
gin distributor
• Mobile coupon for
free drink

43. Partnership with Dating Sites
• Select theater hosts evening
• Gin drink sponsorship:
Hosted bar aggregates
members
• Mobile reminder of event
• Free drinks, No plans, Why
not
Estimated Reach: 1.5 Million

44. Social Networks Profile Photo Contest

45. Change this ... ... to this.
Changing profile image to Casablanca enters you into a
drawing for 2 free tickets to the premiere.

46. Leverage Movie Groups
• Casablanca fan page
- Contest details
• Additional film info
• Movie character
images for profile
photo use

47. Reappearing Images
Casablanca characters popping up across social networks
When someone asks, the participant is in the know.

48. Paid and Social Media
Social networks featuring prominent profile images
Estimated Reach: 9 million+

49. The Premiere

50. Red Carpet Interviews
Premiere happens in advance of
the opening
A-List attendance
Ask, "What would you do for love?"
• Compilation of their responses
posted to video sites
Estimated Reach: 1 Million

51. Opening And Beyond

52. Build and Continuation

53. Casablanca Movie Poster Photo Booth

54. Casablanca Movie Poster Photo Booth
Put yourself in a Casablanca movie poster
• Photo Booth at select
theaters
• Places your face into
Casablanca movie poster

57. Drives To Social Networks
• Users get URL instead of
prints
• Photos posted to Flickr and
Facebook for retrieval
• Social environment
promotes circulation: Easy
place to download, tag and
share.
• Generates awareness post
opening weekend

58. Movie Dialogue Ringtones

59. Mobile Is Viral Hot Button
• Easy to share and
forward
• Tight connection to
user; always with
them, frequently
played
• How many people
hear a given ringtone
in 1 week?

60. Movie Dialogue Ringtones
Distribute to early-adopting fans to spread the word audibly
via mobile

61. Ringtone Distribution
Target Audience
• Movie Forums
• Social Network Movie Groups
• Movie Sites
• "Ringtone" Search
Estimated Reach: 500K

62. Bringing It All Together

63. Campaign Overview

64. Media Overview

65. Budget Summary
TOTAL REACH
26.1 Million

66. Contingency Plan

67. Contingency Plan
Extend “What would you do for love?”
• Spin into social cause marketing (kids, families, seniors)
• Broadcast show tie in, celebrity tie-in, women's communities
• Leverage hype around people wanting to make a difference and contribute
• Sharing the love - whatever your interest is - green, cancer, the
environment, kids, your own family
Documentary
• Track the remarkable story around the lost and found film on video
Music tie in
• Top Warner artist covers “As Time Goes By”
• Duet featuring top R&B performer and Sam’s original track
Kids
• Extend interest to kids and release special edition DVD with Bogart
cartoons

68. "Louis, I think this is the beginning of
a beautiful campaign."

69. The Beginning
Doug Schumacher Jennifer Sparks
Founder/Creative Director Director VP/Strategic Planning
doug@basement-inc.com jennifer@basement-inc.com
310-928-3150 310-928-3154
Basement, Inc.
www.basement-inc.com
1610 Broadway
Santa Monica, CA 90404