GHOSTBUSTERS COMMUNICATIONS STRATEGY · Timing: 6/10 - 7/7 Budget: $185,000. Cactus © 2015 All Rights Reserved. ... Tactic: Cinema Building statewide awareness and driving recognition

Cactus © 2015 All Rights Reserved.

GHOSTBUSTERS COMMUNICATIONS STRATEGYCOLORADO LOTTERY PRESENTED APRIL 27, 2016


OBJECTIVES/

Business objective: Drive sales of Ghostbusters Scratch tickets.

Communications objective: Engage key audiences interested in the movie and in Scratch so that the game becomes another way for them to experience the excitement of the movie.


PLANNING PARAMETERS/

Audience: Top Lottery loving segments are also avid movie watchers, making them a perfect audience for this movie-themed game. Specifically Trailblazers, Funzies & Yes Men.

Market: Statewide

Timing: 6/10 - 7/7

Budget: $185,000


COMMUNICATIONS STRATEGY/

By contextually targeting our media around movie and entertainment content we will create greater relevancy for our Ghostbusters ticket. A multi media strategy will allow us to reach consumers in several ways throughout the campaign.


TACTICAL STRATEGY/Tactic: Cinema

Building statewide awareness and driving recognition of the Ghostbusters Scratch Game through contextually targeted placements. :15 spots will run before PG-13 & R rated movies in 64 theaters, representing 605 screens across the state. Theater list in appendix.

• Budget: $67,000 • Timing: 6/10 - 7/7


TACTICAL STRATEGY/Tactic : Cross-platform digital & rich media

Display and rich media units will run cross-platform with a mobile upweight. Contextually targeting our placements will make our campaign more relevant, improving recall. High Impact units will grab users attention increasing engagement.

• Budget - $113,000 • Timing - 6/13 - 7/3


EARNED STRATEGY/Tactic : Social Posts

Two posts featuring the Ghostbusters Scratch tickets and two different headlines to help generate awareness of the tickets to our Social audiences.

Timing: June 6 - July 3


EARNED STRATEGY/Tactic : Facebook Video

Generate awareness and excitement among our audiences by promoting the :15 cinema spot on Facebook.

Budget: $5,000 Timing: June 6 - June 30


EARNED STRATEGY/Tactic : Woobox Promotion

Promotion to encourage users to comment to enter to win Ghostbusters-themed prize pack(s). Could include:

• Scratch tickets • Comic Con tickets • Theater passes to see the new Ghostbusters movie • DVD of the Original Ghostbusters movie • Twinkie Ghostbusters Edition • Hi-C Ghostbusters Edition

Budget: $50


OWNED STRATEGY/Tactic : Homepage Hero

Generate awareness and excitement among our audiences on the Lottery’s website homepage by taking over the hero section.



OWNED STRATEGY/Tactic : Landing Page

The homepage hero will link to the Scratch landing page where we will prominently feature the four different Ghostbusters Scratch tickets.



OWNED STRATEGY/Tactic : MyLottery Email

Announce the launch of the new Ghostbusters Scratch tickets to our loyalty group.

Timing: June 7


MEASUREMENT/Ticket sales

Online CTR

Rich Media engagement rate

Social (and promotion) engagement

E-mail open rate & CTR


FLOWCHART/


APPENDIX/THEATER NAME LOCATION THEATER NAME LOCATIONCarmike Fort Collins 10 FORT COLLINS Cinemark Foothills Mall FORT COLLINSElvis Cinemas Arvada 8 ARVADA Cinemark Fort Collins FORT COLLINSTiffany Plaza Movies 6 DENVER Cinemark Greeley Mall GREELEYNorthfield 18 DENVER Colorado Center 9 with IMAX DENVERMovieland 7 CARBONDALE Colorado Mills Stadium 16 with IMAX LAKEWOODElvis Cinemas LITTLETON Flatiron Crossing 14 with ETX BROOMFIELDCliff Cultural/comm Center, The WRAY Greenwood Plaza 12 GREENWOOD VILLAGESki-Hi 6 ALAMOSA Highlands Ranch 24 with IMAX HIGHLANDS RANCHHistoric Park Theatre ESTES PARK Isis Theatre ASPENHoliday Twin Drive In FT. COLLINS Meadows 12 LONE TREEYuma Theatre YUMA Metrolux 14 Theaters LOVELANDLiberty Theatre, The PAGOSA SPRINGS Orchards of Westminster 12 with IMAX WESTMINSTERFox 5 Theatre STERLING Pavilions 15 DENVERDurango Stadium 9 Durango Regal Continental 10 with RPX DENVERFiesta Theatre I-II CORTEZ Regal River Point ENGLEWOODGaslight 2 Durango Regal Village at the Peaks 12 and RPX LONGMONTChapel Hills 13 Colorado Springs South Glen Stadium 14 CENTENNIALColorado Springs Cinema 10 Colorado Springs Southlands 16 AURORAJones Theatre Westcliffe Twenty Mile 10 PARKERHolly Theatre HOLLY West Village Stadium 12 LAKEWOODCarmike Grand Junction 7 Grand Junction Westminster Promenade 24 with IMAX WESTMINSTERArapahoe Crossing 16 with IMAX AURORA Wildhorse 6 Stadium Cinemas STEAMBOAT SPRINGSAurora 16 AURORA Cinemark Carefree Circle with IMAX COLORADO SPRINGSAurora Movie Tavern AURORA Interquest Stadium 14 COLORADO SPRINGSBel Mar 16 with XD LAKEWOOD Picture Show @ Citadel Crossing COLORADO SPRINGSBowles Crossing 12 LITTLETON The Movie Picture Showhouse TRINIDADBrighton 12 BRIGHTON Tinseltown Pueblo PUEBLOCastle Rock 12 CASTLE ROCK Tinseltown with XD COLORADO SPRINGSCentury Boulder BOULDER Canyon View Stadium 14 GRAND JUNCTIONCherry Creek 8 DENVERCinebarre Boulder 11 LOUISVILLECinebarre Thornton Town Center 9 THORNTONCinebistro at Solaris VAILCinema Latino Aurora AURORACinema Saver 6 FORT COLLINS

Documents

GHOSTBUSTERS COMMUNICATIONS STRATEGY · Timing: 6/10 - 7/7 Budget: $185,000. Cactus © 2015 All Rights Reserved. ... Tactic: Cinema Building statewide awareness and driving recognition