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United by Individuality Behind the Scenes

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Post Production Recap

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United by Individuality Behind the Scenes

  1. 1. SCION United. UNITED BY INDIVIDUALITY. Post event Recap.
  2. 2. Task Event Name: Scion United Campaign: United by Individuality Purpose: Commercial & Print Shoot and Event Celebration Attendance Goal: 500 Scion Owners Where: Bootleg Canyon Detention Basin in Boulder City and the Valley of Fire in Nevada Dates: May 16 through May 18 Hotels: Loew’s and Montelago in Lake Las Vegas and Green Valley Ranch in Henderson To collect print and commercial assets for the Scion brand campaign “United By Individuality” while celebrating the culture of Scion’s owner community and the values it lives throughout a three day weekend in the Nevada desert. Actual owner cars from the event will be used in the broadcast pro- duction as well as in print spectaculars and billboards. At the event, owners and guests were enter- tained with free product, displays, music, food and other activities.
  3. 3. vendors & Partners Scion- Brand ATTIK- Agency Beyond Marketing- Event Production DHAP- Web Malbon Bros. Farms- Entertainment Zenith- Media Jeff Li- Photographer Blue Eyed Production- Film Eldorado Rock- Grading and Dust Control Global Executive- Registration & Data Management 5 Star Parking- Valet Gaahl- Catering Air Star- Lighting CMA- VJ & Stage Production Boulder City, Nevada - Venue
  4. 4. PRE LAUNCH
  5. 5. Marketecture Overview- pre-launch
  6. 6. pre Launch: Plan overview
  7. 7. Microsite phase 1 Email Invitation Email Invitation Email Invitation Email Invitation #1 #2 #3 #4 Microsite Phase 1: About, Sign Up (3 step process), Terms & Conditions Objective: Recruitment & Casting
  8. 8. EMAIL BLAST STATS EMAIL BLAST STATS Blast 1 Blast 2 Blast 3 Blast 4 TOTAL 3621 16728 8926 85527 114802 DELIVERED (BOUNCED) 3495 16346 8904 75627 104372 CLICK THROUGH 442 1021 865 4985 OPENED 1015 3658 2189 15280 22142 7313 % CLICK THROUGH 12.65 % 6.25 % 9.71 % 6.59 % 7.01 % # of registrations as of 5.14.08 705 vehicles total have registered: 408 have RSVP’ed YES 56 have RSVP’ed NO 136 have been invited but not yet RSVP’ed
  9. 9. Congrats Email Remember to Sign-Up Email Itinerary Email Confirmation Email Get Psyched Email Microsite Phase 2: Log In, About, RSVP (3 Step Process), Release Agreements, FAQ Objective: RSVP / Confirmation Microsite phase 2
  10. 10. Marketecture Overview- direct mail
  11. 11. Direct mail package This package serves as an official invitation and confirmation with premium gift/s for Scion owners who have been cast and invited to attend the Brand Event and shoot in Boulder City, Nevada on May 16 through May 18. Objective:Confirmation Packet / Format Invitation with Premium Gift Message: Welcome Mandatory Items: Welcome Letter, Release forms, Logo Release forms, Event Guide Booklet, Decal, Dogtag, Event Itinerary.
  12. 12. casting Groups 1 - 4 ATTIK was prepared to cast up to 500 Scion cars, all models and years from stock to heavily modified. Four (4) groups were identified based on the desired look and requirements for various creative executions. All groups were selected from the Microsite registrations, except for Group 1. Group 1 was hand-selected and pre-qualified. Casting: Group 1: 18 cars were featured in the commercial and filmed in Valley of Fire (traveling shots) and at the Event Site (end shot). Group 2: 65 cars were featured in the end shot of the commercial (hero shot) filmed near the Event Site. Group 1 joined group 2 for the hero shot. Group 3: 88 cars were shot individually and will be used in print, billboard and poster executions. Some Group 1 and Group 4 cars were also shot individually to enhance the diversity. Group 4: 134 cars were shot in a large lot near the event site. These cars will be the focus of the Z-Folds, Dirt, etc.
  13. 13. Event Creative Elements Logo Look & style guide patch Signage and Truss system projectionsID BADGES punch card
  14. 14. survival kit
  15. 15. EVENT WEEKEND
  16. 16. Marketecture Overview- event weekend
  17. 17. Resort hotelS Loews- Lake Las Vegas 230 doubles and 25 Kings | 510 Guests Groups 2 & 3 Montelago- Lake Las Vegas 22 Rooms | 44 Guests | Group 1 Lake Las Vegas Green Valley Ranch Henderson, NV 200 Doubles | 400 Guests Groups 4
  18. 18. site map YUCCAST. CANYONROAD VETERANSMEMORIALRD.. INDUSTRIAL RD. 93/95 HWY.93/95 HWY. BUS, PICK-UP, EXIT AND ENTRANCE OVERFLOW LOT REGISTRATOIN OWNER DROPS OFF CAR HERE BOOTLEG CANYON PARKPOSTER SHOOT / GROUP 4 EVENT MAP PHOTO SHOOT / GROUP 3 COMMERCIAL SHOOT / GROUP 1&2 GREETERS BUS SCHEDULE FRIDAY / 0516 WELCOME INSPECTION / VALET CHECK IN TIMING FRIDAY, MAY 16 CHECK IN FLOW
  19. 19. event site cad
  20. 20. SATURDAY, MAY 17 9:35pm –10:05pm- Too Short 10:05pm –10:10pm Intermission 10:10pm –10:50pm- Redman 10:50pm –10:55pm Intermission 10:55pm –11:20pm-Flor Rida entertainment: talent TOO SHORT, REDMAN, & Flo Rida
  21. 21. overview of Event activities
  22. 22. overview of activities
  23. 23. overview of activities
  24. 24. overview of Event activities
  25. 25. overview of Product Area Pioneer: 50’ Dome – self contained 360 degree video capability Video DJ (2) Vehicle displays Product displays Merchandise giveaways Bar/lounge (TBD) TRD: TRD Trailer –self contained Static product displays Technicians installing supercharger Merchandise giveaways Vehicle displays (TBD) CAD: Product display kiosks Schwag giveaway Alpine: Bass Shower (2) Vehicle displays Product displays Merchandise giveaways Nokia: Vehicle showcasing Bluetooth technology Backdrop Product displays (plasmas) Merchandise giveaways XM: Product display (kiosk) Vehicle display with Guitar Hero – winner will receive XM branded Gibson Guitar DJ in Booth Merchandise giveaways Optimize Product Display Kiosk Merchandise Giveaways Scion Racing Trailer: Rado’s race trailer (self contained) Vehicle displays Merchandise Giveaways
  26. 26. post Event united by individuality
  27. 27. Marketecture Overview- post event
  28. 28. final numbers Total Attended (Actuals) Owner Guest Total Group 1 18 15 33 Group 2 65 44 109 Group 3 87 61 148 Group 4 134 108 242 TOTALS 304 228 532 Scion Models New Previous Total tC 10 66 76 xA 0 22 22 xB 49 147 196 xD 10 0 10 TOTALS 69 235 304 Top 5 States Top 5 Car Clubs California Scion Evolution Arizona Scikotics Nevada alphaSQUAD Texas Fuscion Washington Scion Image
  29. 29. Microsite phase 3 attik: Creative | Dhap: Development Microsite Phase 3: Recap & After Party Objective: Phase content roll-out to sustain and expand interest in the site post launch and to provide a launching pad for United by Individuality
  30. 30. print
  31. 31. PRINT SPECTACULARS
  32. 32. Commercial - Hero Shot
  33. 33. shoot overview

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