"Building a New Brand -- Leveraging Data to Inform & Program Robert Rodriguez's New El Rey Network"
26
-
Upload
imedia-connection -
Category
Marketing
-
view
206 -
download
1
Transcript of "Building a New Brand -- Leveraging Data to Inform & Program Robert Rodriguez's New El Rey Network"
BRAND PROMISE
EL REY UNITES REBELS, FANS AND AFICIONADOS
THROUGH A LIFESTYLE POWERED BY BADASS CONTENT.
FUCK YEAH.
AUTHENTIC AND ICONIC VOICE
ARTIST DRIVEN
MOVIES SPORTS
DOCS UNSCRIPTED
ORIGINAL SERIES
ANIMATION/ GRAPHIC NOVEL
THE PEOPLE’S NETWORK 2060
13% AA
17%
Hisp
59%
White
5% Asian 3% Other 15% AA
31%
Hisp 43%
White
8% Asian 3% Other
2012
Source: US Census Bureau
REDEFINING AUDIENCES
YOUNG REBELS
OLDER REBELS GENRE FANS
SOPHISTICATED VIEWERS
RODRIGUEZ FANS
WOULD DEFINITELY WATCH
7
33
14 13 20
49
% of Target Target 1 -
(N=124)
Target 2 -
(N=526)
Target 3 -
(N=252)
Target 4 -
(N=229)
Target 5 -
(N=360)
Not in any target
(N=879)
% of Target That Would Definitely Watch 81 56 48 52 49 13
YOUNG
REBELS
OLDER
REBELS GENRE
FANS
SOPHISTICATED
VIEWERS RODRIGUEZ
FANS
THE PEOPLE’S NETWORK – AN EMOTIONAL CONNECTION
The
ALCHEMY
of creating a network
THE SCIENCE
Defining and validating audience
Sizing the audience groups
Determining the Emotional DNA
EmotionalDNA™
EmotionalDNA™ IS AUDIENCE DERIVED
( pretty appropriate for The People’s Network )
BUT… WHAT IS IT ?
A NEW
TAXONOMY…
Inspired by
geneticists’
dendegrams
PRIMETIME DRAMA TAXONOMY
Psychological Edge True Wit Realistic Suspense
Romantic Escape Deep, Dark, Sexy
Action Escape
EL REY EMOTIONAL ATTRIBUTES
Undemanding
Unrealistic
Tame
Cold
Superficial
Slow
Light
Mild
Intelligent
Realistic
Exhilarating
Hot
Inspiring
Fast
Heavy
Spicy
SMARTS
REALISM
ADRENALINE
ROMANCE
HEART
TEMPO
GRAVITY
KICK
EL REY CONTENT DNA MIX
Psychological Edge True Wit Realistic Suspense
Romantic Escape Deep, Dark, Sexy
Action Escape
61% 39%
NIELSEN RATINGS BY CATEGORY
Category Live + 7, 18-64
Action Escape 3.00
Psychological Edge 4 . 17
Realistic Suspense 4.45
Deep Dark and Sexy 2.70
Romantic Escape 1.81
True Wit 4.37
Total Average 3 .44
EmotionalDNA™ informs MARKETING
PROGRAMMING
PROMOTION
LEVERAGING EMOTIONAL RESONANCE
FOR ADVERTISING PARTNERS
