Post on 26-Jun-2015
description
Situation InteractiveElizabeth M.| Sharon T. | Jessie G. | Jessica L. | Joyce T.
THE EXORCISTDigital Campaign
PositioningObjectives & StrategiesAudience Overview Digital Plan Overview
ScopeTime Frame
Media PlanOnline BannersSocial MediaCreative Campaigns
Agenda
For Broadway ticket buyers, The Exorcist is a one-of-a-kind show that is an entirely new way to experience this stirring tale. It is a psychological thriller that will give you chills even
without the special effects.
Positioning
1. Create buzz by engaging existing and new fans who are looking for a new way to re-experience The Exorcist
Utilize social channels to encourage Word-of-Mouth by creating conversations and engagements with fans
Initiate interactive promotions both online and offline to raise a broader scale of awareness
Objectives & Strategies
2. Encourage ticket sales Positions as a standalone theatrical
experience by focusing on the ideologies and themes of the 1971 novel
Emphasize the concepts of reality, fear, faith through design aspects that convey subtle eerie-like mood rather than in-your-face horror
Maneuver media buys to coordinate with both off-season months and holiday months such as Halloween
Objectives & Strategies
Primary target35-65Theatre enthusiasts, existing Broadway fansMore familiar with the classic Exorcist,
either with the book or the first film
Secondary target18-34Horror-genre enthusiastsExisting fans of The Exorcist or at least are
aware of the brand
Target Audience(s)
Digital Plan Overview
Scope
Time Frame Budget Deliverables
Start: July 1, 2012
End: Nov 31, 2012
Total: 5 months
Total: $1.225MM
Media: $225k
Production: $1MM
Media Banners
Creative Interactive Promotions
Social Media Content Calendar Promotions
Phase 1: July to Mid-Aug Raise awareness Launch website Generate buzz on social channels and build fan base
Phase 2: Mid-Aug to Late-Sept Focus on ticket sales – Pre-sales Generate WoM on social channels Initiate interactive promotion
Phase 3: Oct to Nov Push for ticket sales – Preview (10/23) Opening (11/13) Create buzz for Halloween season/promotion Heavy social network content sharing; encourage WoM Follow through with interactive promotions
Time Frame
Media Plan
Media Plan
ConversionPlaybill & Playbillvault
Google Display Network
Theatermania
BroadwayWorld
Ticketmaster
Travelzoo
Consideration
Time Out NY
NYCGo
Awareness
33 Across
Google Display Network
Owner IQ
Specific Media
SEM
Bing/Yahoo
Google (Desktop/Mobile)
YouTube
Conversion Campaigns
Site Flight Dates Net Cost
Playbill & Playbillvault 7/1-11/30 $21,000
Google Display Network 7/23-11/30 $36,000
Theatermania 8/13-10/31 $10,000
BroadwayWorld 8/13-10/13 $5,883
Ticketmaster 9/1-11/30 $15,000
Target consumers who are specifically searching for theatrical or other live events
Conversion Campaigns
Playbill.com 42% Male / 58% Female 58% 35+ 354K Monthly unique visitors 30% NY DMA
Theatermania.com 40% Male / 60% Female 60% 35+ 583K Monthly unique visitors 37% NY DMA
BroadwayWorld.com 44% Male / 56% Female 57% 35+ 1.2MM Monthly unique visitors 41% NY DMA
Ticketmaster.com 44% Male / 56% Female 47% 35+ 2MM Monthly unique visitors (NYC)
* Data provided by Quantcast, August 2012
Consideration Campaigns
Site Flight Dates Net Cost
Time Out NY9/3-10/27
11/11-11/25 $20,000
NYCGo9/3-10/27
11/11-11/25$20,000
Target consumers who have shown an intent to or are in the context of researching entertainment options
Consideration Campaigns
NYCGo 46% Male / 54% Female 25% 35-44 86K Monthly unique visitors 55% NY DMA
Time Out NY 46% Male / 54% Female 53% 35+ 497K Monthly unique visitors 35% NY DMA
Awareness Campaigns
Site Flight Dates Net Cost
33 Across 10/15-11/15 $15,000
Owner IQ 10/15-11/15 $5,883
Specific Media 10/1-11/26 $25,000
Facebook 10/1-10/31 $5,000
Google Display Network 7/23-11/30
Split with GDN Remarketing
Budget
33 Across
Audience: Identify core consumers and prospects within the Exorcist Brand Graph™ Exorcist site visitors (via 33Across pixel) Exorcist conversion page (via 33Across
pixel) Users strongly-connected to and most likely
to be influenced by the above audiences
1 Insights: Gain unique insights on the social and online preferences of the Exorcist Brand Graph™ (sharing, search, video, blogs, social connections)
2
Campaign: Deliver Standard IAB media on premium content to effectively build exposure and sell tickets to The Exorcist
3 Optimize: Optimize campaign on a daily basis to maximize reach and performance
4
Network that utilizes "Social Proximity" targeting – focus on users who show similar characteristics to people who have purchased tickets
Network that utilizes “Ownership targeting” – targets based on what products and brands consumers actually own and/or intend to buy.
Owner IQ
Brands (Tickets):
Campaign Specifics Geo-target: NY DMA
Remarketing
A35-65 shopping For Tickets To Live Events
A18-34 shopping for horror-genre related events
* Data provided by Owner IQ Internal Numbers, December 2011
Network Statistics 52% Male / 48% Female
41.5% 25-54
162MM Monthly unique visitors
NY DMA – 95%
Sample Sites:
19
Specific Media
* Data provided by Specific Media, Feb 2012
Network that utilizes “Behavior retargeting” – targets consumers that had some sort of engagement with the brand or related categories but didn’t result in any conversions
Network Statistics 180MM Monthly unique visitors
(National)
Provides insight that increases the targeting scale & accuracy of the campaign
Campaign Specifics Geo-target: NY DMA
Behavior-target: Theater enthusiasts & entertainment seekers
“ROME” unit is two 160x600 that live on skins outside of site content
20
* Data provided by Quantcast, December 2011
Network Statistics 146.7MM Monthly unique
visitors
45% Male / 55% Female
33% 35+
Campaign Specifics Geo-target: NY DMA
Profile Pages with Image + Text
21
Undertone
* Data provided by Undertone, May 2011
Network Statistics W35-54: 21MM Monthly unique
visitors; 58% Reach
Ad Network of premium websites
Provides high-impact Rich Media ad solutions
Campaign Specifics Geo-target: NY DMA
Full Page Grabber
Search Engine Marketing
Site Flight Dates Net Cost
Bing/Yahoo 7/1-11/30 $2,500
Google (Branded Search)
7/1-11/30 $20,000
Google (Non-Branded Search)
9/1-11/30 $10,000
Google (Mobile Branded
Search)8/1-11/30 $5,000
YouTube 8/1-11/30 $1,500
Online Banners
Banner Art
EXORCISE your inner demonsThe Exorcist comes to Broadway
You never know just how close evil can be…The Exorcist comes to Broadway
Evil can lurk inside us all The Exorcist comes to Broadway
Sample Media Messaging
Evil can lurk inside us all…ExorcistBroadway.co
m/tickets
Cut-out of Regan on bottom corner of screen with growing shadow
Regan with click and drag box of show information
Large solid black interference banner
Morphing page headers and title treatments
Banner Ideas
Website
• To buy tickets (Telecharge, Group Rates, Rush Tickets)
• Box Office/Hours
• Show times
Website Site Map
The Exorcist
Tickets The Show Cast & Creatives
• About the show
• Press Reviews/Interviews
• About the cast
• Photo gallery
Website Version 1 - Overlay
Website Version 1 - Homepage
Website Version 1 - Homepage
Website Version 2 - Homepage
Website Version 2 - Homepage
Website Version 2 - Homepage
Social Media
Social Media Rollout
Network Plan Content
• Posts 4x a week
•Subdued, sophisticated and respectable tone
• Engagement: Trivia, exorcism facts, quotes from the play, video content• Campaign Announcements• News
Twitter •Regan's twitter page: A visual battle between Regan and the Devil
• Paraphrased Regan Quotes• Sporadic interactions with Mr. Howdy
Sample posts for FB
Awareness“It thrilled you as a novel and disturbed you as a movie…Prepare yourself for an unforgettable experience as the Exorcist is coming to Broadway!”
Questions“How old were you when you first read or saw the Exorcist?”
Quotes“Faith isn’t a matter of fairness. It’s finally a matter of love.”
Call-to-Action
“Share this if you plan on seeing the Exorcist on Broadway!”
Exorcism Facts
“Did you know that out of 400 exorcism requests, only 2 or 4 end up being approved by the church?”
Creative Campaign
“The Devil Inside”At its core The Exorcist is about demonic
possession. Our creative campaign will provide ticket buyers with new ways t0 engage with the little bit of devil that is
inside us all…
Facebook Ouija Board (Late Sept – Late Nov)
A state-of-the-art Facebook Application featuring a Ouija Board that allows users to ask questions and receive a prophecy from “the Spirits”
Allows users to ask questions for his/her friends and record the responses for sharing
Facebook Ouija Board (Late Sept – Late Nov)
Promoted through media buys, iPad use, and social sharing
Lives on Facebook, builds social fan base
Prominent “Get Tickets” call-out
Allows users to engage with their inner demons by asking question anonymously
Possible integration of discount codes and sweepstakes
Why we like it?Encourages sharing
Far-reaching appeal
Features a prominent prop from the show without being overly scary
Drives Website traffic
Facebook Ouija Board (Late Sept – Late Nov)
The Devil Inside Food Truck (Mid Sept – Late Oct)
A food truck decorated with Exorcist show information and key art that travels throughout New York City selling goodies that all contains the “devil” (something gluttonous) hidden inside
Built-in parametric speakers on the truck will shoot targeted messages at passersby
The Bishop The Regan The Mr. Howdy
Promoted through social + street appeal and word-of-mouth
All truck employees are dressed as priests and treat every transaction a theatrical experience
Perhaps even get Brooke Shields and other stars of the show to work a shift in the truck
The Devil Inside Food Truck (Mid Sept – Late Oct)
Why we like it?New to the Broadway spaceCurrent trend that is unique to NYCWho doesn’t like baked goods?Flexible targeting Easy integration with socialTaking unique spin on the idea of the devil
insideThe idea of hidden devil but not creepy, a serious
theatrical experience
The Devil Inside Food Truck (Mid Sept – Late Oct)
A large interactive billboard in Times Square that allows passersby to manipulate Regan’s actions on the screen through a touch screen kiosk nearby
Inside the kiosk will be a large touch screen that controls the “devil inside” of Regan. Using the touchpad, users can manipulate Regan’s actions on the billboard making her flail around, or glow red.
The Devil Inside Billboard (Mid Oct – Late Nov)
Kiosk also features ticket purchasing capability
Capability to connect with Facebook or Twitter to play
Allows users to be the devil and allows them to consider what if the devil was inside of them?
The Devil Inside Billboard (Mid Oct – Late Nov)
Why we like it?Great visibility; unique interactive experience
Builds social fan bases
Capability to change messaging and image
24 hours a day
The Devil Inside Billboard (Mid Oct – Late Nov)
Thank you. Questions?