Case Study:Making room in the marketfor another tablet computer.

Introducing…

Car te Blanche.

The goal:

An integrated launch strategythat will position CarteBlanche as the obviouschoice for cost-conscious,tech-savvy urban youth.

Oh, and ideally support thebrand’s master plan of totalmarket domination.

… or at least 15% of themarket share.

That’s a .15 batting average.

It’s doable.

The Challenge:

The Apple iPad has everyone’s

attention right now.

CarteBlancheneeds todifferentiateitselfenoughfrom theiPad to beits ownbrand, butstill capitalizeon thecurrenttablet hype.

Products that lack their own

brand image risk losing to the

competition.

Eg. Zune

The Concept…

JailbreakYourself ™

jail·break [jeyl-breyk]-noun

• To escape from prison.

•To unlock a device in order to maximize its potential.

jail·break [jeyl-breyk]-noun

I.e. run any/all code.I.e. unrestricted accessto content.

I.e. total freedom.

Pwned.

Who is Carte Blanchetargeting?

This guy.

Um, who?• Tech-savvy, urban individuals 18-26.

• They hang out here:

These people have held out on buying a

tablet computer for lots of potential

reasons:

• $$$

• Not sure what to use it for

• Incompatibility of current model with certainapplications.

• Not crazy about the name “iPad”

(ahem)

Carte Blanche will change theirminds.• $• Open source operating system• Unlimited potential for

application• It’s not called iPad.

The Strategy:

Use social media and personal

engagement to create

momentum and

interest for Carte Blanche’s

June 2010 launch.

Tactics:

• Microsite designed to inform and exciteconsumers about the product

• Social media activity - use Facebook andTwitter to drive people to microsite

• Contest to encourage social mediaparticipation

And a kick-ass launchparty to enhance brandimage and encouragetrial usage.

The First Step:

A compelling and informative

product microsite, and a

targeted social media strategy

to direct the right people there.

JailbreakYourself ™

The microsite will serve Carte Blanche in twoways:

From April 1st-June 1st• Offer product information and exciting features• Offer content, eg. blogs on “jailbreaking yourself” that canbe shared seamlessly on Facebook, Twitter, Blogs, etc.• Offer contest rules and entry for the Jailbreak Yourselfcontest.

From June 1st onwards:

• The site will offer product information,

easily accessible user guides, technical

specs, and where-to-buy info.

JailbreakYourself ™

JailbreakYourself ™

The site will also feature asection for Carte Blanchecustomers to participate inforum discussions with appdevelopers and productexperts.

S o, everyone wins .

This will encourage two-waydiscussion, making for a bettercustomer service experience.

It will also encourageconsumers to participate inthe app development process

Prepare to launch:

Leading up to the June 1st launch ofCarte Blanche, social media userswill be encouraged to Jailbreakthemselves as part of a contest towin entrance to a super exclusivelaunch party. Winners from severalProvinces will be selected.

Twitter:Users will answer the question:

How do YOU Jailbreak Yourself™?

Tweets that answer the above questionusing the hashtag #jailbreakyourself will beentered to win tickets to the Carte Blanchelaunch party, and/or a Carte Blanche tablet.

They’ll be allowed to enter once per day.

The Carte Blanche Facebook page willalso act as a platform for people toconnect with the brand and “like” theconcept of Jailbreaking themselves.

Fans will be entered to win tickets tothe launch party as well as other swag,including Carte Blanche tablets.

Launch Party

Because it wouldn’t be a launch without a party, CarteBlanche will have the best one ever, featuring a venuethat’s as buzzworthy as the product itself……

Obvs.

… the Historic Don Jail

Why the Don Jail?

• It’s thematically relevant• It’s out-of-the-box• Venue rental funds go directly to

Bridgepoint Health (hello, Corporate SocialResponsibility!)

• Ideal venue size of approx 400• It has the air of exclusivity/secrecy to it.

The launch party:Invitees willconsist of a mixof contestwinners, localmedia, andtargeted socialinfluencers, likebloggers.

Woo

The hero of the party will be CarteBlanche.

• Hostesses will be using tablet tocheck people in

• Celebrity DJ using the tablet to spin• Product demos/trial kiosks that will

project to a screen• Everyone will be given a glossy Carte

Blanche brochure that looks like thetablet.

The Result?Everybody walks away from

the party not saying “that wasa great party” but “I want a

Carte Blanche… and that wasa great party.”

Follow Up

What happens after the party?

How do we keep people engaged,

coming back to the microsite?

My Jailbroken Life

• Use key influencers to generatecontent for the microsite

• Blog using Carte Blancheexclusively (I.e video, pictures,music)

Campaign Timeline

Campaign Components

Budget.

Budget Breakdown

$200,000Total

$25,000Staffing/Admin Costs

$20,000Microsite Maintenance

$5,000Contest

$10,000Social Media Staffing

$20,000WebDesign/Development

$10,000Social Media Monitoring

$10,000Media Monitoring

$100,000Event

Dollars AllocatedProject Component

Evaluation (ROI)Qualitative:

• Number of click-throughs to microsite

• Rate of return visits to microsite

• Social media monitoring, both number of mentions andsentiment metrics

• Number of Facebook fans

• Launch party attendance

• Positive media mentions

Calculating ROI

When it comes to calculating ROI in terms of

sales, it’s all about monitoring trends.

For example, does a high level of social media

activity correlate to higher sales?

Quantitative:

Sales - Investment ($200 000)

$200 000

$ Value of exposure/impressions -$200 000

$200 000Eg. If each click-through to microsite is worth $1

$1000000 - $200000

$200000

ROI = 400%

Conclusion:

With a unique brand messageand an image that’s says “Idon’t just follow the herd”

Carte Blanche is in a positionto become the next big thing intablet computing.

Slideography

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• 9 http://www.cultofmac.com/wordpress/wpcontent/uploads/2010/02/jobs_economist_cover.jpg

• 8 http://cache.gawkerassets.com/assets/images/4/2010/03/500x_500x_ipad-calendar.jpg

• 10 http://www.maximumpc.com/files/u46168/zune_3_of_them.jpg

• 16 http://kaputik.com/wp-content/uploads/2009/06/pineapple.JPG

• 21 http://dailyshite.com/wp-content/uploads/2010/01/ipad.jpg

• 12, 27, 28, 29, 44 http://www.fotosearch.com/clip-art/lock.html

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• 35 http://westofwabansia.files.wordpress.com/2008/04/hip2.jpg

• 36 http://upload.wikimedia.org/wikipedia/commons/5/56/DonJail1860s.jpg

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