On-line Digital Campaign Latam

February 26th 2010

Campaign’s Objectives

Generate pre-release awareness and buzz of Dear John

Reach the target F 13-24, using the MSN Messenger.

Reach the movie goers at Female and Google Sites at Brazil and also with a Feature Love Letters (Version Portuguese and Spanish).

Competitive : When In Rome

Territories : Brazil

Genre : Comedy, Drama, Romance

Synopsis : Beth (Bell) is a young, ambitious New Yorker who is completely unlucky in love. However, on a whirlwind trip to Rome, she impulsively steals some coins from a reputed fountain of love, and is then aggressively pursued by a band of suitors.

Territories : Brazil

Genre : Comedy; Family

Synopsis : In the Oregon wilderness, a real estate developer's new housing subdivision faces a unique group of protesters, local woodland creatures who don't want their homes disturbed.

Competitive : Furry Vengeance

Competitive : Robin Hood

Territories : Chile

Genre : Action, Drama

Synopsis : The story of an archer in the army of Richard Coeur de Lion who fights against the Norman invaders and becomes the legendary hero known as Robin Hood.

Territories : Brazil

Genre : Comedy; Romance, Action

Synopsis : In New York City, a case of mistaken identity turns a bored married couple's attempt at a glamorous and romantic evening into something more thrilling and dangerous.

Competitive : Date Night

Competitive : Burning Plain

Territories : Mexico

Genre : Drama, Crime, Romance

Synopsis : A drama with a two-tiered storyline concerning a mother (Basinger) and daughter (Theron) who try to form a bond after the young woman's difficult childhood..

Territories : Brazil

Genre : Animation, Adventure, Family, Fantasy

Synopsis : An animated adventure centered on a 5-year-old boy and his relationship with a goldfish princess who longs to become human

Competitive : Ponyo

Competitive : Extract

Territories : Brazil

Genre : Comedy, Crime, Romance

Synopsis : Joel, the owner of an Extract plant, tries to contend with myriad personal and professional problems, such as his potentially unfaithful wife and employees who want to take advantage of him.

Territories : Central America, Ecuador

Genre : Action, Adventure, Drama, Mystery, Thriller

Synopsis : After being betrayed and left for dead, members of a CIA black ops team root out those who targeted them for assassination.

Competitive : The Losers

Competitive : The Imaginarium of Dr. Parnassus

Territories : Ecuador

Genre : Adventure, Fantasy, Mystery

Synopsis : A traveling theater company gives its audience much more than they were expecting.

Territories : Brazil

Genre : Drama, War

Synopsis : Discovering covert and faulty intelligence causes a U.S. Army officer (Damon) to go rogue as he hunts for Weapons on Mass Destruction in an unstable region.

Competitive : Green Zone

Tactical Strategy – Online Media Plan

Rich media banners at MSN Messenger, Google and Female Sites.

All countries during 07 Days will have 20% of coverage of Female 13-24 internet users.

For Brazil we are buying media at Google and Female Sites besides MSN.

The ad frequency by user will be 3-5 in all countries.

Campaign - Viral Feature Love Letters - Idea

The objective of this feature is to promote the movie Dear John and encourage the users to write a Love Letter just like happens in story of the movie.

Will be available some samples of letter papers using the same layout of the poster to allow the users to choose and write their love story.

Each letter can be sent by e-mail or embed in blogs or social networks. Also we will have a gallery with all the Love Letters received.

We will have a team to read and approve each letter before publishing them.

This feature will be linked to the Dear John Site (Brazil and LAS Version).

Cost for building and moderate the feature during 90 days US$ 20.000

Campaign - MSN / examples

Halfbanner Exp With Video

Campaign - Brazil / examples

Videolayer

Internet World Stats 2007 - IPSOS 9 Mercados

Female

13 – 24

12 millions / Monthly

64 millions / Monthly

Total Brazil

Internet

Movie Target

Total Brazil

Internet Users

Internet

Media Campaign

Brazil audience / Campaign

Information

Female

13 - 24

560 thousand / 07 Days

Campaign

20%Target20%Target

Reach in 07 DaysReach in 07 Days