Situation InteractiveElizabeth M.| Sharon T. | Jessie G. | Jessica L. | Joyce T.
 Positioning Objectives & Strategies Audience Overview Digital Plan Overview   Scope   Time Frame Media Plan Onlin...
For Broadway ticket buyers, The Exorcist is a one-of-a-kind show that is an entirely new  way to experience this stirring ...
1.       Create buzz by engaging existing and new fans         who are looking for a new way to re-experience         The ...
2. Encourage ticket sales     Positions as a standalone theatrical experience by      focusing on the ideologies and them...
 Primary target   35-65   Theatre enthusiasts, existing Broadway fans   More familiar with the classic Exorcist, eithe...
Time Frame     Budget            DeliverablesStart:         Total: $1.225MM   MediaJuly 1, 2012                      Banne...
 Phase 1: July to Mid-Aug    Raise awareness    Launch website    Generate buzz on social channels and build fan base...
Conversion      Consideration      Awareness           SEMPlaybill &                 Time Out NY     33 Across        Bing...
Site        Flight Dates   Net Cost  Playbill &                  7/1-11/30     $21,000 PlaybillvaultGoogle Display        ...
     Target consumers who are specifically searching for theatrical or other live events                                 ...
Site       Flight Dates   Net Cost               9/3-10/27Time Out NY                  $20,000               11/11-11/25  ...
   Target consumers who have shown an intent to or are in the context of researching entertainment    options            ...
Site        Flight Dates       Net Cost  33 Across       10/15-11/15        $15,000  Owner IQ        10/15-11/15        $5...
   Network that utilizes "Social Proximity" targeting – focus on users who show similar characteristics to    people who ...
      Network that utilizes “Ownership targeting” – targets based on what products and brands consumers            actual...
      Network that utilizes “Behavior retargeting” – targets consumers that had some sort of engagement            with t...
Network Statistics                        Campaign Specifics                        146.7MM Monthly unique visitors     ...
Network Statistics                         Campaign Specifics                        W35-54: 21MM Monthly unique         ...
Site             Flight Dates   Net Cost    Bing/Yahoo             7/1-11/30     $2,500       Google              7/1-11/3...
 EXORCISE your inner demons       The Exorcist comes to Broadway You never know just how close evil can be…       The Ex...
 Cut-out of Regan on bottom corner of screen with  growing shadow Regan with click and drag box of show information Lar...
The Exorcist                                                  Cast &    Tickets                The Show                   ...
Website Version 1 - Overlay
Website Version 1 - Homepage
Website Version 2 - Homepage
Website Version 2 - Homepage
Network     Plan                 ContentFacebook • Posts 4x a week       • Engagement: Trivia, exorcism                   ...
“It thrilled you as a novel and disturbed you as a movie…PrepareAwareness   yourself for an unforgettable experience as th...
At its core The Exorcist is about demonicpossession. Our creative campaign will provideticket buyers with new ways t0 enga...
 A state-of-the-art Facebook Application featuring a Ouija Board that allows users to ask questions and receive a prophec...
 Promoted through media buys, iPad use, and social sharing Lives on Facebook, builds social fan base Prominent “Get Tic...
Why we like it? Encourages sharing Far-reaching appeal Features a prominent prop from the show without being  overly sc...
 A food truck decorated with Exorcist show information  and key art that travels throughout New York City selling  goodie...
The Bishop   The Regan   The Mr. Howdy
 Promoted through social + street appeal and word-of-  mouth All truck employees are dressed as priests and treat every ...
Why we like it?  New to the Broadway space  Current trend that is unique to NYC  Who doesn’t like baked goods?  Flexib...
 A large interactive billboard in Times Square that allows  passersby to manipulate Regan’s actions on the screen through...
 Kiosk also features ticket purchasing capability Capability to connect with Facebook or Twitter to play Allows users t...
Why we like it?  Great visibility; unique interactive experience  Builds social fan bases  Capability to change messagi...
Questions?
The Exorcist Full Interactive Plan
The Exorcist Full Interactive Plan
The Exorcist Full Interactive Plan
The Exorcist Full Interactive Plan
The Exorcist Full Interactive Plan
The Exorcist Full Interactive Plan
The Exorcist Full Interactive Plan
The Exorcist Full Interactive Plan
The Exorcist Full Interactive Plan
The Exorcist Full Interactive Plan
The Exorcist Full Interactive Plan
The Exorcist Full Interactive Plan
The Exorcist Full Interactive Plan
The Exorcist Full Interactive Plan
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The Exorcist Full Interactive Plan

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Summer Situation Interactive intern project.

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  • For Broadway ticket buyers, The Exorcist is a one-of-a-kind show and an entirely new way to experience this stirring tale. It is a psychological thriller  that will give you chills even without the special effects.
  • Primary Target:Generation X: 1965-1977 34-45 age rangeHighly educated but pessimistic, skeptical, disillusioned about almost everything. They are constantly doubting conventionalityRespond to family orientated activitiesRespond to statements such as “You’re different, we respect that” “There aren’t a lot of rules here” “Do it your way”Want to constantly feel empowered and in controlThink communally Boomers 1946-64: Many have increased discretionary income “active retirement” They are focused on “me”, self centered and feel entitled to a good life. Respond well to “you” statements ex: you are important to our successSocial gatherings and professional seminars are a good way to reach this generationEnjoy customization of the internetSupportive of green movement Broadway Fans62% of all Broadway tickets were purchased by tourists.Sixty-five percent of the audiences were female.  The average age of the Broadway theatregoer was 44 years, older than in the past few seasons.Eighty-three percent of all tickets were purchased by Caucasian theatregoers.Broadway theatregoers were a very well-educated group.  Of theatregoers over 25 years old, 78% had completed college and 39% had earned a graduate degree.The average Broadway theatregoer reported attending 5 shows in the previous 12 months.Playgoers tended to be more frequent theatregoers than musical attendees.  The typical straight play attendee saw eight shows in the past year; the musical attendee, five.Fourty-four percent of respondents said they bought their tickets online.Bullet about the female audience deleted.In general, advertisements were not reported to have been influential in making the purchasing decision.The average Broadway theatregoer reported attending 5 shows in the previous 12 months. The group of devoted fans who attended 15 or more performances comprised only 6% of the audience, but accounted for 33% of all tickets (4.1 million admissions). 
  • A very basic and minimalist layout to go in hand with the idea of the Exorcist being clean, minimalist.
  • A very basic and minimalist layout to go in hand with the idea of the Exorcist being clean, minimalist.
  • A very basic and minimalist layout to go in hand with the idea of the Exorcist being clean, minimalist.
  • A very basic and minimalist layout to go in hand with the idea of the Exorcist being clean, minimalist.
  • The idea of the complexity of the human psyche is apparent in the Exorcist. The usage of pattern, and grid in this layout are metaphorical for that.
  • oouji board game-Let fans know where the Devil Inside food truck will be located from day to day-Promote Parametric Speaker campaign at theatre. “Stop by the Theatre to pick up your Exorcist tix today. You never know what evil you might encounter”
  • The Exorcist Full Interactive Plan

    1. 1. Situation InteractiveElizabeth M.| Sharon T. | Jessie G. | Jessica L. | Joyce T.
    2. 2.  Positioning Objectives & Strategies Audience Overview Digital Plan Overview  Scope  Time Frame Media Plan Online Banners Social Media Creative Campaigns
    3. 3. For Broadway ticket buyers, The Exorcist is a one-of-a-kind show that is an entirely new way to experience this stirring tale. It is a psychological thriller that will give you chills even without the special effects.
    4. 4. 1. Create buzz by engaging existing and new fans who are looking for a new way to re-experience The Exorcist  Utilize social channels to encourage Word-of- Mouth by creating conversations and engagements with fans  Initiate interactive promotions both online and offline to raise a broader scale of awareness
    5. 5. 2. Encourage ticket sales  Positions as a standalone theatrical experience by focusing on the ideologies and themes of the 1971 novel  Emphasize the concepts of reality, fear, faith through design aspects that convey subtle eerie-like mood rather than in-your-face horror  Maneuver media buys to coordinate with both off- season months and holiday months such as Halloween
    6. 6.  Primary target  35-65  Theatre enthusiasts, existing Broadway fans  More familiar with the classic Exorcist, either with the book or the first film Secondary target  18-34  Horror-genre enthusiasts  Existing fans of The Exorcist or at least are aware of the brand
    7. 7. Time Frame Budget DeliverablesStart: Total: $1.225MM MediaJuly 1, 2012 Banners Media: $225kEnd: CreativeNov 31, 2012 Production: Interactive $1MM PromotionsTotal: 5 months Social Media Content Calendar Promotions
    8. 8.  Phase 1: July to Mid-Aug  Raise awareness  Launch website  Generate buzz on social channels and build fan base Phase 2: Mid-Aug to Late-Sept  Focus on ticket sales – Pre-sales  Generate WoM on social channels  Initiate interactive promotion Phase 3: Oct to Nov  Push for ticket sales – Preview (10/23) Opening (11/13)  Create buzz for Halloween season/promotion  Heavy social network content sharing; encourage WoM  Follow through with interactive promotions
    9. 9. Conversion Consideration Awareness SEMPlaybill & Time Out NY 33 Across Bing/YahooPlaybillvaultGoogle Display Google Display Google NYCGoNetwork Network (Desktop/Mobile)Theatermania Owner IQ YouTubeBroadwayWorld Specific MediaTicketmaster FacebookTravelzoo
    10. 10. Site Flight Dates Net Cost Playbill & 7/1-11/30 $21,000 PlaybillvaultGoogle Display 7/23-11/30 $36,000 NetworkTheatermania 8/13-10/31 $10,000BroadwayWorld 8/13-10/13 $5,883 Ticketmaster 9/1-11/30 $15,000
    11. 11.  Target consumers who are specifically searching for theatrical or other live events Playbill.com  42% Male / 58% Female  58% 35+  354K Monthly unique visitors  30% NY DMA Theatermania.com  40% Male / 60% Female  60% 35+  583K Monthly unique visitors  37% NY DMA BroadwayWorld.com  44% Male / 56% Female  57% 35+  1.2MM Monthly unique visitors  41% NY DMA Ticketmaster.com  44% Male / 56% Female  47% 35+  2MM Monthly unique visitors (NYC)* Data provided by Quantcast, August 2012
    12. 12. Site Flight Dates Net Cost 9/3-10/27Time Out NY $20,000 11/11-11/25 9/3-10/27 $20,000 NYCGo 11/11-11/25
    13. 13.  Target consumers who have shown an intent to or are in the context of researching entertainment options NYCGo Time Out NY  46% Male / 54% Female  46% Male / 54% Female  25% 35-44  53% 35+  86K Monthly unique visitors  497K Monthly unique visitors  55% NY DMA  35% NY DMA
    14. 14. Site Flight Dates Net Cost 33 Across 10/15-11/15 $15,000 Owner IQ 10/15-11/15 $5,883Specific Media 10/1-11/26 $25,000 Facebook 10/1-10/31 $5,000Google Display Split with GDN 7/23-11/30 Remarketing Budget Network
    15. 15.  Network that utilizes "Social Proximity" targeting – focus on users who show similar characteristics to people who have purchased tickets Audience: Identify core consumers and Insights: Gain unique insights on the prospects within the Exorcist Brand Graph™ social and online preferences of the Exorcist  Exorcist site visitors (via 33Across pixel) Brand Graph™ (sharing, search, video, blogs,  Exorcist conversion page (via 33Across pixel) social connections)  Users strongly-connected to and most likely to be influenced by the above audiences Campaign: Deliver Standard IAB media on Optimize: Optimize campaign on a daily premium content to effectively build exposure basis to maximize reach and performance and sell tickets to The Exorcist
    16. 16.  Network that utilizes “Ownership targeting” – targets based on what products and brands consumers actually own and/or intend to buy. Brands (Tickets): Sample Sites: Network Statistics Campaign Specifics  52% Male / 48% Female  Geo-target: NY DMA  41.5% 25-54  Remarketing  162MM Monthly unique visitors  A35-65 shopping For Tickets To Live Events  NY DMA – 95%  A18-34 shopping for horror-genre related events* Data provided by Owner IQ Internal Numbers, December 2011
    17. 17.  Network that utilizes “Behavior retargeting” – targets consumers that had some sort of engagement with the brand or related categories but didn’t result in any conversions Network Statistics Campaign Specifics  180MM Monthly unique visitors  Geo-target: NY DMA (National)  Behavior-target: Theater enthusiasts &  Provides insight that increases the entertainment seekers targeting scale & accuracy of the  “ROME” unit is two 160x600 that live on skins campaign outside of site content* Data provided by Specific Media, Feb 2012 19
    18. 18. Network Statistics Campaign Specifics  146.7MM Monthly unique visitors  Geo-target: NY DMA  45% Male / 55% Female  Profile Pages with Image + Text  33% 35+* Data provided by Quantcast, December 2011 20
    19. 19. Network Statistics Campaign Specifics  W35-54: 21MM Monthly unique  Geo-target: NY DMA visitors; 58% Reach  Full Page Grabber  Ad Network of premium websites  Provides high-impact Rich Media ad solutions 21* Data provided by Undertone, May 2011
    20. 20. Site Flight Dates Net Cost Bing/Yahoo 7/1-11/30 $2,500 Google 7/1-11/30 $20,000 (Branded Search) Google 9/1-11/30 $10,000 (Non-Branded Search) Google 8/1-11/30 $5,000(Mobile Branded Search) YouTube 8/1-11/30 $1,500
    21. 21.  EXORCISE your inner demons The Exorcist comes to Broadway You never know just how close evil can be… The Exorcist comes to Broadway  Evil can lurk inside us all The Exorcist comes to Broadway
    22. 22.  Cut-out of Regan on bottom corner of screen with growing shadow Regan with click and drag box of show information Large solid black interference banner Morphing page headers and title treatments Evil can lurk inside us all… ExorcistBroadway.com/ tickets
    23. 23. The Exorcist Cast & Tickets The Show Creatives• To buy tickets • About the show • About the cast (Telecharge, Group Rates, • Press Reviews/ • Photo gallery Rush Tickets) Interviews• Box Office/Hours• Show times
    24. 24. Website Version 1 - Overlay
    25. 25. Website Version 1 - Homepage
    26. 26. Website Version 2 - Homepage
    27. 27. Website Version 2 - Homepage
    28. 28. Network Plan ContentFacebook • Posts 4x a week • Engagement: Trivia, exorcism facts, quotes from the play, •Subdued, video content sophisticated and • Campaign Announcements respectable tone • NewsTwitter •Regans twitter • Paraphrased Regan Quotes page: A visual battle • Sporadic interactions with between Regan and Mr. Howdy the Devil
    29. 29. “It thrilled you as a novel and disturbed you as a movie…PrepareAwareness yourself for an unforgettable experience as the Exorcist is coming to Broadway!”Questions “How old were you when you first read or saw the Exorcist?” Quotes “Faith isn’t a matter of fairness. It’s finally a matter of love.” Call-to- “Share this if you plan on seeing the Exorcist on Broadway!” ActionExorcism “Did you know that out of 400 exorcism requests, only 2 or 4 end Facts up being approved by the church?”
    30. 30. At its core The Exorcist is about demonicpossession. Our creative campaign will provideticket buyers with new ways t0 engage with the little bit of devil that is inside us all…
    31. 31.  A state-of-the-art Facebook Application featuring a Ouija Board that allows users to ask questions and receive a prophecy from “the Spirits” Allows users to ask questions for his/her friends and record the responses for sharing
    32. 32.  Promoted through media buys, iPad use, and social sharing Lives on Facebook, builds social fan base Prominent “Get Tickets” call-out Allows users to engage with their inner demons by asking question anonymously Possible integration of discount codes and sweepstakes
    33. 33. Why we like it? Encourages sharing Far-reaching appeal Features a prominent prop from the show without being overly scary Drives Website traffic
    34. 34.  A food truck decorated with Exorcist show information and key art that travels throughout New York City selling goodies that all contains the “devil” (something gluttonous) hidden inside Built-in parametric speakers on the truck will shoot targeted messages at passersby
    35. 35. The Bishop The Regan The Mr. Howdy
    36. 36.  Promoted through social + street appeal and word-of- mouth All truck employees are dressed as priests and treat every transaction a theatrical experience Perhaps even get Brooke Shields and other stars of the show to work a shift in the truck
    37. 37. Why we like it?  New to the Broadway space  Current trend that is unique to NYC  Who doesn’t like baked goods?  Flexible targeting  Easy integration with social  Taking unique spin on the idea of the devil inside  The idea of hidden devil but not creepy, a serious theatrical experience
    38. 38.  A large interactive billboard in Times Square that allows passersby to manipulate Regan’s actions on the screen through a touch screen kiosk nearby Inside the kiosk will be a large touch screen that controls the “devil inside” of Regan. Using the touchpad, users can manipulate Regan’s actions on the billboard making her flail around, or glow red.
    39. 39.  Kiosk also features ticket purchasing capability Capability to connect with Facebook or Twitter to play Allows users to be the devil and allows them to consider what if the devil was inside of them?
    40. 40. Why we like it?  Great visibility; unique interactive experience  Builds social fan bases  Capability to change messaging and image  24 hours a day
    41. 41. Questions?

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