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This is a proposal that I put together for the launch of Jonny Depp's The Rum Diary. Unfortunately, this project wasn't accepted due to time restrictions but I figured to at least share it for others to take insight from. Hope this helps you in your next pitch!
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Q&AMarketing Campaign
Sunday, August 21, 11
OBJECTIVES
Create a successful marketing campaign using Livestream & Facebook to facilitate a live broadcast questions & answers session with Johnny Depp.
Sunday, August 21, 11
GOALS
• Develop relationships with pre-existing audience to create engaging content for The Rum Diary
• Drive awareness and ticket sales for release
• Drive “likes” to Facebook fan pages
• GKFilms
• FilmEngine
Sunday, August 21, 11
TIMELINE
• September 15 - 30: Pre-Buzz Social Campaign
• October 1-14: Launch Engagement Contest
• October 15-25: FB/LS Q&A Session
• October 28: Rum Diary Release
Sunday, August 21, 11
WHAT WE NEED
• Rum Diaries Facebook Page
• Custom Facebook / Livestream application
• Facebook advertising
• Livestream live broadcast production
Sunday, August 21, 11
• Johnny Depp Fans
• Hunter S. Thompson Fans
• 18-55 year old females
TARGET
Sunday, August 21, 11
AWARENESS
• Create a contest and launch a Facebook application
• Enable fans to create user-generated content that highlights and brings attention to The Rum Diary release
• Allow fans to engage through YouTube, Facebook and Twitter
Sunday, August 21, 11
PRE-BUZZ CAMPAIGN
• Social contest in which the winner would get a 2 1/2 minute one-on-one with Johnny Depp in the overall Q+A session
• The Popularity of both Johnny Depp and Hunter S. Thompson would generate massive online buzz
• The campaign would also be seeded to Journalists and Bloggers to amplify the social effect
• We will be tracking #RumDiary tweets, FB likes and Youtube videos across the campaign
Sunday, August 21, 11
PROMOTION
Sunday, August 21, 11
LOOK & FEEL
Sunday, August 21, 11
LOOK & FEEL
Sunday, August 21, 11
HOW THIS WORKS
Sunday, August 21, 11
BENEFITS• Broadcast Live-Online Event
• Promotion to drive viewership to movie Release
• Increased customer engagement and appointment viewing for fans by using live, streaming content
• Buzz & excitement of “live” moments
• Social media gains: fans watch while logged on to social networks -- simultaneously post, tweet, and chat
• ‘Brand time’: average session times typically between 15-25 minutes
• Consumer connections and data: valuable social relationships with fans in exchange for free access to the livestreaming content ( Email, Registration, Facebook Like)
• Increase in Facebook fans
Sunday, August 21, 11
PRODUCTION
Sunday, August 21, 11
BUDGET
• Livestream Production: $25,000 - $30,000
• Facebook Advertising: $5,000 - $10,000
• Social Media Marketing: $5,000 - $7,500
Sunday, August 21, 11