1. Reap The Rewards
Aime Weissinger & Randall Head
Friday, November 16, 2012
2. The Challenge
• Develop a Road Ninja campaign centered
around OOH, PR and social media that features
a strong Call-To-Action
Friday, November 16, 2012
3. Target Audience
• “Road Trippers”
• Travel 1-2 times per month
• Frequently use the interstate
• Smartphone users
Friday, November 16, 2012
6. Building the Clan
• Interesting character
• Unique backstory
• Accessible & personable
Friday, November 16, 2012
7. Building the Clan
Twitter & Facebook
• “I’ve mastered the art of road tripping.
Download my app to learn for yourself! [link]”
• @RoadTripper the trip to San Diego should take
2 days. Find food on the way with my app
[link]”
• Found my old village on Google Maps...I don’t
remember it being so busy. [img]”
Friday, November 16, 2012
8. Building the Clan
Website & Blog
• Focus on the character of Road Ninja
• Feature his story, include animation
• House his blog, where he talks about his
journey and cultural learnings
Friday, November 16, 2012
9. Rallying the Clan
• Strong CTA backed by incentive
• People are prone to “Google it”
• Focus on promotions
Friday, November 16, 2012
10. Chi∙mon∙jut∙su
(chee∙mohn∙joot∙soo)
The ancient art of roadtripping.
Friday, November 16, 2012
11. I sense you
lack provisions.
Download and plan a pit stop.
Friday, November 16, 2012
12. Current Temp. 98° F
Download and beat the heat.
Friday, November 16, 2012
13. c ks
Starbu
ECIA L
B IRD SP
EARLY
Download
REfEe
F of e and reap the rewards.
Tall C 9am
before . Valid
at part
ici-
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ustome .
r per c ing locations
imit one offe pat
L
Friday, November 16, 2012
14. @RandallHead:
“Just got free Starbucks
thanks to !”
#reaptherewards
Friday, November 16, 2012
16. Engaging the Clan
• Give Road Ninja fans opportunities to get
involved
• Reach out to bloggers and media writers
• Swag giveaways
Friday, November 16, 2012
17. Engaging the Clan
Comic Con
• Establish presence at Comic Con
• Encourage clan members to dress as Road
Ninjas
• Swag giveaways, app demos etc
• Road Ninja official costumed mascot present
Friday, November 16, 2012
18. Engaging the Clan
Direct Mail
• Invitation scroll
• Ninja travel log
• Road Ninja poster
• Ninja vehicle adornments
• Navigation tools
Friday, November 16, 2012
