ME @ THE ZOO marketing plan Draft 1.0 NOVEMBER 16, 2012

Confidential. Do not publish without consent of FilmBuff.

ME @ THE ZOO MARKETING PLANDRAFT 1.0

NOVEMBER 16, 2012


FILM POSITIONING


ME @ THE ZOORELEASE DATE: JANUARY 15, 2012

SYNOPSIS

Me @ the Zoo is a documentary about 'Chris Crocker’, a young transgendered gay man from a small town in Tennessee whose outlandish YouTube postings and declarations of admiration for Britney Spears have turned him into a cyber celebrity. The film traces a line through a tapestry of web comments, response videos, fans and haters to map the controversial rise of an Internet folk hero and the exponential development of video sharing.


Through following Chris Crocker, a tenacious, egocentric and tormented Tennessee teenager that spends his life putting videos of himself on the internet, we see the development of how social media and this new community that exists entirely within the public sphere have shaped the way people express themselves and share their stories today.

• Predominantly young adults, age 18-24• Viral video/blogger/social media experts• Appeal to advocates of cyber-bullying prevention• Target conversations of social media and internet expansion; How has the face of the internet changed in the past five years?• Appeals to LGBT community, gay rights activists• Emphasize how film humanizes Chris Crocker in regards to his hardships as a victim of cyber bullying and homophobia

• Comparable Film Titles:• Shut Up Little Man! An Audio Misadventure (2011)• Winnebago Man (2010)

POSITIONING

AUDIENCE TARGETS/

APPEAL



RELEASE STRATEGY

TVOD• Broadband:

• iTunes• Amazon Instant Video• Roxio• Playstation• Vudu• XBOX• YouTube Rentals



PROMOTIONAL STRATEGY


• Logo• Huffington Post• Indiewire• OnDemand Weekly

• LGBT Community Center• Cinemarosa• IFC Center

• Utilize all of Chris Crocker’s social media outlets: YouTube, Facebook page, Twitter, etc.• Outreach to Gay Rights Organizations• FilmBuff influencer list

INFLUENCERS

TRAILER PLACEMENT

BUZZ SCREENINGS



• Marketing Partnerships with media and organizations, i.e.:• OMG! Multimedia Companies, LLC• Queer’d Entertainment• Ellen DeGeneres Show/Ellen TV• LGBT Community Center - screening/conversation• Cinemarosa - screening/conversation• Conversation/panel with Chris Crocker, directors, and/or social media development experts, gay rights activists

MARKETING PARTNERS



ONLINE PR


• Outreach to film-specific online outlets, i.e: • Filmmaker Magazine• Flixist• Indiewire• The Q Movie Blog• Letterboxd

• Outreach to culture/media themed blogs, ie:• Daily Beast• The Guardian• The Huffington Post• New York Times• New York Magazine – Vulture• Mashable

• Outreach to LGBT targeted blogs, ie:• BestGayNewYork• Huff Post Gay Voices• LGBT@NYPL• Towleroad

NICHE MEDIA OUTREACH



MARKETING OUTREACH


• Contact websites and organizations that serve the interest of social media users and LGBT community/activists, anti-cyber bullying activists

• Past festivals/outlets Me @ The Zoo has screened (ie: Sundance, HBO)• LGBT organizations (ie: GLAD, HRC)• Academic groups regarding social media studies/evolution of media and

its effects on society

• Sample SEM phrases/terms:• Chris Crocker• Social Media Culture• LGBT• “Leave Britney Alone”• YouTube• Britney Spears• MySpace• Vlog• Viral• Internet celebrity• Intolerance

GRASSROOTS OUTREACH


SEM


• Custom launch day promotions via Twitter, Facebook and YouTube • Strategic messaging to marketing partners, press outlets, etc. with inclusion of iTunes/VOD buy link• Spotlight in FilmBuff monthly release promotions across social media platforms• Tactical releasing of various exclusive materials (photos, videos, behind-the-scenes footage) across social media platforms• Streaming of filmed conversations/panels• Raffle for free tickets to a screening• Cross promotion of Crocker’s music with the film on iTunes

CONTESTS/PROMOTIONS/SOCIAL MEDIA


ME @ THE ZOO marketing plan Draft 1.0 NOVEMBER 16, 2012

Documents

Transcript of ME @ THE ZOO marketing plan Draft 1.0 NOVEMBER 16, 2012