1. John Allen Michelle DiGiacomo Nick Dorr-Hanss Holden
Ottolini
2. Promotional Strategy Total Media Breakdown Geographic
Targets Demographic Targets Agenda 1 Challenge & Task
Individual Media Strategies Flighting Conclusion
3. The Challenge 2 How can we Illustrate how FX continues to
push boundaries? Excite the current fan base and engage potential
new viewers? Create a groundswell of social chatter? Definitively
drive tune-in for the premiere? Highly Rated by Critics Relatively
Low Nielsen Ratings
4. Characteristics of Current Demographic Men 25-54 Returning
Viewers: Need a Reminder Untapped Males 25-54: Dont Watch Yet 3
Early Adopter Cultured Career Oriented Friends ask my advice before
buying electronicsIndex 159 I want to get to the very top of my
careerIndex 151 I am interested in international eventsIndex
138
5. Ages 18-49 Women 18-49: Male-skewing, potential to reach
females Young Adults 18-34: Coveted, underrepresented, potential to
spread our message further Characteristics of Potential Demographic
Movie Buffs Image Focused Gadget Lovers 4 I will pay anything for a
new product that I wantIndex 199 I am a regular movie theater
goerIndex 194 I want to get to the very top of my careerIndex 188 I
want to have a lifestyle that impresses othersIndex 151
6. Specialized Advertising Strategies Strong Female Lead 5
Target the right people with the right message Social Media
Progressive Themes Suspense Action Historical Content Male &
Female Leads Male Content Preference Female Content Preference
Young Adult Content Preference Character Development Drama
7. Target Cities 6 Geographic Success Forecast We believe
success is determined by the following characteristics: Russian
Population Highest DMA Movie-Producing TV Viewership Educated
Technologically Inclined Politically Inclined Politically Active
Colleges This explains the high index in NYC In addition to cities
that index above average, we recommend advertising in: Seattle,
Austin, New Orleans, and Raleigh New Cities Indexing Cities
8. Total Media Breakdown 7
9. Total Media Breakdown 8
10. Promotional Strategy Duality Complexity of Relationships
Fearless Programming 9 There are two sides to every story. Philip
& Elizabeth BY DAY: Two travel agents with an all-American,
nuclear family BY NIGHT: KGB agents who kidnap, kill, and plot
against the United States
11. Emphasis on Duality 10 Images can be adapted for: Print
Digital Mobile Social OOH Commercial can be adapted for: Video
Digital Mobile Social
12. Video Current Women Young 11 Strategy Impressions Focus on
evening and primetime Cater to targets interests ~10 Million
13. Digital Robust Campaign: 12 Current: Strategy Impressions
Emphasize rich media ads Video where applicable
www.WhatsYourAlias.ru ~12 Million Women: Young Men: Young
Women:
14. Mobile 13 Strategy Impressions Interactive video
advertisements Entice viewers to watch the video to completion and
share content ~81 Million
15. Social Media 14 Strategy Impressions Integrate social media
throughout each media type Increase volume of posts ~3.5 Million
Clues to Unlock Content Meet The Cast #WhatsYourAlias #Fearless
Ticker on FX
16. Print 15 Women:Current: Young Women:Young Men: Monthly:
December &January Released on the 1st Monthly: December &
January Released between the 10th & 18th Strategy Impressions
Utilize magazines for an established, high reach platform Print and
online ~186 Million Monthly: December &January Released between
the 1st & 7th Weekly: January Released on the 1st, 8th, &
15th Weekly: January Released on the 5th, 12th, & 19th Monthly:
December/January Released between Dec 15th & Jan 4th
17. Sponsorship 16 Strategy Impressions Initiate co-marketing
strategy Incorporate duality and show details on label ~6 Million
Video Digital Mobile Print Why Stoli? #1 Russian Vodka in US
Branding: Intrigue Mystique Adventure Targets: Urban Professionals
25-34
18. Radio 17 Current Classic Hits (New York) WCBS-FM 3,520,100
Classic Hits (Los Angeles) KRTH-FM 2,599,500 Country (Chicago)
WUSN-FM 1,426,100 Potential Top 40 (New York) WHTZ-FM 4,401,500 Top
40 (Los Angeles) KIIS-FM 3,667,000 Alternative (Chicago) WKQX-FM
1,322,100 Strategy Impressions DJ Endorsements Peak daypart time
slots ~46 Million
19. Radio: Continued 18 12.6 11.2 14.0 14.2
20. Out of Home 19 Cinema Billboards Transit Stunt 70% of time
is spent outside the home One of the most cost effective media
formats One of the most memorable types of ads Strategy Impressions
Convey duality though non-traditional media Create buzz ~90
Million
21. OOH: Cinema ROI 20
22. 21 Thursday, January 1st Friday, January 9th Friday,
January 9th Friday, January 9th Friday, January 16th Strategy
Impressions Advertise in previews Crime, drama, & mystery ~32
Million OOH: Cinema
23. OOH: Billboard Travelers spend more than 18 hours/week on
the road Efficiently reaches working professionals 33% have been
reminded to tune into a TV Program or Radio Station 22 Strategy
Impressions Target top cities Use digital billboards with
alternating creative ~10 Million Season Premiere January 21st
#WhatsYourAlias
24. OOH: Transit 23 Strategy Impressions Use bus wraps and taxi
banners in top cities Quick and efficient reminder ~10 Million
SEASON PREMIERE JANUARY 21st #WhatsYourAlias
25. OOH: Washington D.C. Location Strategy 24 Strategy
Impressions Rent and decorate a building in Washington DC Promote
through press releases and social media ~800,000
26. OOH: KGB Recruitment Timing & Location 3 Days leading
to the premiere in high traffic areas 7 Days outside of the Embassy
25 Strategy Impressions Hire actors to play KGB recruiters in top
cities Hand out flyers with details ~2 Million
27. Flighting in Week 1 26
28. Flighting in Week 2 27
29. Flighting in Week 3 28
30. 29 ~360 Million Total Impressions 18-4918-34 25-54
Summary