Online & Mobile MarketingSample Campaigns

Chris Generalischris@generalis.com

Overview

• Director of Digital Marketing for Sony Pictures in the UK

• Managed all aspects of Sony Pictures UK web portal for Film, DVD, TV, Mobile, and Games

• Launched over 100 sites in less than 3 years

• Developed CRM program for email and SMS campaigns

• Organized and implemented online promotions and competitions

• Increased traffic by 52% in just 10 weeks

• Worked with numerous 3rd parties on above and below-the-line marketing campaigns

Partial List of TitlesLayer CakeXXX2Surf’s UpMonster HouseOpen SeasonResident EvilZathuraThe ProducersDawson’s CreekBig FishKung Fu HustleCapoteIdentityHellboyMen In Black IIThe Pink PantherS.W.A.T.The FogRENTMona Lisa SmileMan of the House

Spider-ManThe DaVinci CodeCasino RoyaleHitchCloserClickAre We There Yet?HostelStealthSeinfeld (TV & DVD)Exorcism of Emily RoseBewitchedStranger Than FictionDeuce BigalowGhost RiderSnatchUltravioletVertical LimitWhen A Stranger CallsThe White CountessSpanglish

Gridiron GangThe Pursuit of HappynessRunning With ScissorsFun With Dick and JaneMonty Python’s Flying CircusThe BenchwarmersSecret WindowShe Hate MeBond Ultimate Edition DVDThe Squid and the WhaleFriends With MoneyYours, Mine, and OursWho Killed the Electric CarRescue MeMarried With ChildrenStargate Atlantis & SG1Anger ManagementInto The BlueGothikaLords of DogtownLittle Black Book

Example: The DaVinci Code

• The DaVinci Code UK site featured hidden clues that users must find to unlock secret content areas within the site

• One of the most popular UK sites generating almost 200,000 unique visitors per week during the theatrical window

http://sonypictures.co.uk/movies/thedavincicode/site/index.html

Example – Spider-Man 3

• Site featured a VERY active blog complete with video

• Site contained pictures, video, sound clips, PSP content, iPod content, and mobile content

http://www.sonypictures.co.uk/movies/spider-man3/index.html

Example – When A Stranger Calls

• Site featured full screen video under the main navigation

• Marketing campaign featured a dedicated page on My Space

• Automated bot on AOL Instant Messenger allowed users to ‘chat’ with the main character

http://www.sonypictures.co.uk/homevideo/whenastrangercalls/index.html

http://www.myspace.com/jill051606

Example – Are We There Yet?

• Site featured video of Ice Cube and co-stars filmed on a ‘green screen’ helping young users navigate the site by pointing to which buttons to click

• Site also had a range of games, videos, downloads, and photos for the age demographic

http://www.sonypictures.co.uk/movies/arewethereyet/site/

Example – Open Season

• Site features voice of Ashton Kutcher

• Multiple games and activities for kids, including online Karaoke

• Downloads include IM icons and wallpapers

http://www.sonypictures.co.uk/movies/openseason/site/

Example – Layer Cake

• Site for Layer Cake featured no text navigation

• Users explored the site by clicking on items featured in the movie

• Site was well received by the creative community and nominated for a Webby award

• My favorite part was the video that appeared in a pool of blood when the user cuts off the fish head

http://sonypictures.co.uk/movies/layercake/site/main.html

Sony Pictures Television

• In addition to movies and DVD releases, I also built and maintained the websites for Sony Pictures Television properties

• Partial title list includes:– Seinfeld– Dawson’s Creek– Rescue Me– Married With Children– The Nanny– Ricki Lake– Bewitched– Dragons’ Den

http://www.sonypictures.com/tv/shows/seinfeld/

Promotions and Competitions

• Almost every theatrical release had a promotion or competition that was managed in-house

• This initiative was key to building our email and mobile database

CRM

• Users could register their interest with Sony Pictures to receive email newsletters about upcoming events and releases

• Information was also collected through online competitions and through online ads

Mobile

Overview

• Launched the direct-to-consumer mobile business for Sony Pictures in Europe

• Built and managed a team to deliver cutting-edge mobile sites

• Negotiated content and promotional deals with mobile operators, handset manufacturers, service providers, and film aggregators across Europe

• The DaVinci Code was the most viewed trailer on the Vodafone UK portal with over 900,000 views in 4 months

• Launched first pan-European mobile sites across 5 countries in 5 languages

• Identified new distribution channels and negotiated deals with partners including The Sun, The Metro, FHM, MTV, Yahoo, MSN, and Real Networks

Recognition

• Mobile initiative was covered in the leading interactive trade magazine, New Media Age

• Sony Pictures mobile initiative was market-leading

• First studio in the UK to regularly feature a shortcode promotion on movie posters and marketing material

• I was invited to be the keynote speaker at largest D2C content event in London

Leveraging the Marketing Mix

• Mobile shortcodes were featured on outdoor ads, online, newspapers, magazines, TV ads and movie posters

• Shortcode would deliver an SMS push message with the URL for the WAP site

• Shortcodes were leveraged across the existing marketing mix, so no additional funds were required to promote the WAP sites

Sample WAP Site

• WAP sites contained a mix of premium and promotional content including video, wallpapers, ringtones, voicetones, and video ringers

• WAP portals combined deep fan-focused content with integrated commerce opportunities

• WAP sites featured a cinema locator based on user’s post code

• WAP sites were created in 5 languages for use across Europe

Mobile Content In DVD

• Promoted and sold mobile content in DVD booklets and on-pack promotions

• This was the first time mobile content was featured in DVD booklets anywhere in the world

Digital Strategy & Business Analysis

Perceptual Map

Perceptual map of online gaming sites. Sites were given a score on 4 dimensions and placed on a matrix to illustrate their position vis-à-vis the competition

Commerce

Discovery

Playing Content

Station.comStation.com Valve SoftwareValve Software

SteampoweredSteampowered

EA.comEA.com

RockstargamesRockstargames

Thq.comThq.com

Id SoftwareId Software

Xbox.comXbox.com

PlaystationPlaystation

Ign.comIgn.com

GamespyGamespy

File PlanetFile Planet

GamespotGamespot

GamezoneGamezone

Ggl.comGgl.com

Zone.msn.comZone.msn.com

Games.yahoo.comGames.yahoo.com

Ea.pogo.comEa.pogo.com

Popcap.comPopcap.com

Jep/WOFJep/WOF

NeopetsNeopets

MiniclipMiniclip

Games.sonypictures.comGames.sonypictures.com

Sony Pictures MobileSony Pictures Mobile

Personas

•Game/Music subscriptions and downloads

•FIOS

•VCast services

•VoiceWing

•Rev share w/partners

•Future: Digital Locker

•Game/Music subscriptions and downloads

•FIOS

•VCast services

•VoiceWing

•Rev share w/partners (ESPN, event tickets, movie tickets, etc.)

•Future: Digital Locker

•Game/Music subscriptions and downloads

•FIOS

•VCast services

•VoiceWing

•Rev share w/partners (Disney, etc.)

•Verizon iobi

•Game/Music subscriptions and downloads

•FIOS

•VCast services

•VoiceWing

•Rev share w/partners (ABC News, etc.)

•Future: Digital Locker

•Game/Music subscriptions and downloads

•FIOS

•VCast services

•VoiceWing

•Rev share w/partners

•Game/Music subscriptions and downloads

•FIOS

•VCast services

•VoiceWing

•Rev share w/partners (Game CDs, concert tickets, etc.)

•Future: Digital Locker

•Game/Music subscriptions and downloads

•FIOS

•VCast services

•VoiceWing

•Rev share w/partners (concerts/movie tix)

•Future: Digital Locker

Verizon Surround Revenue Opportunities

•Lifestyle

•Movies/TV

•Music

•News

•Connect

•Sports

•Music

•Movies/TV

•News

•Games

•Connect

•Kids/Family

•Games

•Movies/TV

•Music

•Lifestyle

•Connect

•Movies/TV

•Music

•News

•Connect

•Sports

•Lifestyle

•Games

•Movies/TV

•Music

•Connect

•News

•Games

•Connect

•Movies/TV

•Music

•Sports

•Connect

•Movies/TV

•Music

•Gaming

•Sports

Verizon Surround Primary

Content Areas

•Watch “lifestyle”content video clips

•Co browse with friends

•Chat, blogs, share lists•Download music and video

•See unique sports highlights and scores

•News

•Access hobby related entertainment•Play Games (Sports and casual)•Download music and video

•Watch video clips, kids content and music

•Play games

•Listen to music and audio•Download music and video•Plan family travel and activities

•Watch video clips, movies, TV, music, news and sports•Download music and video•Listen to music and radio•Coordinate tech devices•Manage blogs

•Play casual games•Watch video clips: movies, TV, music, news

•Download movie/TV clips

•Subscribe to games•Download music and video

•Play games online

•Watch video clips: games, movies, music

•Chat, message boards, blogs

•cheats, patches•Download music and video

•Watch video clips, movies, TV, music, and unique event content

•Chat, message boards, blogs•Download music and video

•Play games

•Store/Share play lists

Verizon Surround Primary Activities

Adults who use Broadband for inspiration and education for leisure, travel, domestic, cultural and hobby activities

Working adults with constant access to broadband PC and wireless devices to check news, sports and leisure activities throughout their day

Kids who access vibrant, interactive entertainment and educational content through broadband at school and home. Their parents are the gatekeepers

Career oriented adults who use broadband and various high tech devices to communicate, enhance work productivity and access entertainment

Adults who play more than one hour of online puzzle and skill games per day to take a break from other activities such as work, exercise and social activities

Tech-savvy youth and adults who play more than 7 hours of action, sports and racing games per week on console, PC and online, solo and with others

100% “wired”tweens, teens and young adults who spend more than 15 hours per week online and lead the pack in media consumption across all devices

Description

LifestylersAction SeekersKids and Families

Busy Professionals

Casual Gamers

Hardcore

Gamers

100% WiredSegment Name

•Game/Music subscriptions and downloads

•FIOS

•VCast services

•VoiceWing

•Rev share w/partners

•Future: Digital Locker

•Game/Music subscriptions and downloads

•FIOS

•VCast services

•VoiceWing

•Rev share w/partners (ESPN, event tickets, movie tickets, etc.)

•Future: Digital Locker

•Game/Music subscriptions and downloads

•FIOS

•VCast services

•VoiceWing

•Rev share w/partners (Disney, etc.)

•Verizon iobi

•Game/Music subscriptions and downloads

•FIOS

•VCast services

•VoiceWing

•Rev share w/partners (ABC News, etc.)

•Future: Digital Locker

•Game/Music subscriptions and downloads

•FIOS

•VCast services

•VoiceWing

•Rev share w/partners

•Game/Music subscriptions and downloads

•FIOS

•VCast services

•VoiceWing

•Rev share w/partners (Game CDs, concert tickets, etc.)

•Future: Digital Locker

•Game/Music subscriptions and downloads

•FIOS

•VCast services

•VoiceWing

•Rev share w/partners (concerts/movie tix)

•Future: Digital Locker

Verizon Surround Revenue Opportunities

•Lifestyle

•Movies/TV

•Music

•News

•Connect

•Sports

•Music

•Movies/TV

•News

•Games

•Connect

•Kids/Family

•Games

•Movies/TV

•Music

•Lifestyle

•Connect

•Movies/TV

•Music

•News

•Connect

•Sports

•Lifestyle

•Games

•Movies/TV

•Music

•Connect

•News

•Games

•Connect

•Movies/TV

•Music

•Sports

•Connect

•Movies/TV

•Music

•Gaming

•Sports

Verizon Surround Primary

Content Areas

•Watch “lifestyle”content video clips

•Co browse with friends

•Chat, blogs, share lists•Download music and video

•See unique sports highlights and scores

•News

•Access hobby related entertainment•Play Games (Sports and casual)•Download music and video

•Watch video clips, kids content and music

•Play games

•Listen to music and audio•Download music and video•Plan family travel and activities

•Watch video clips, movies, TV, music, news and sports•Download music and video•Listen to music and radio•Coordinate tech devices•Manage blogs

•Play casual games•Watch video clips: movies, TV, music, news

•Download movie/TV clips

•Subscribe to games•Download music and video

•Play games online

•Watch video clips: games, movies, music

•Chat, message boards, blogs

•cheats, patches•Download music and video

•Watch video clips, movies, TV, music, and unique event content

•Chat, message boards, blogs•Download music and video

•Play games

•Store/Share play lists

Verizon Surround Primary Activities

Adults who use Broadband for inspiration and education for leisure, travel, domestic, cultural and hobby activities

Working adults with constant access to broadband PC and wireless devices to check news, sports and leisure activities throughout their day

Kids who access vibrant, interactive entertainment and educational content through broadband at school and home. Their parents are the gatekeepers

Career oriented adults who use broadband and various high tech devices to communicate, enhance work productivity and access entertainment

Adults who play more than one hour of online puzzle and skill games per day to take a break from other activities such as work, exercise and social activities

Tech-savvy youth and adults who play more than 7 hours of action, sports and racing games per week on console, PC and online, solo and with others

100% “wired”tweens, teens and young adults who spend more than 15 hours per week online and lead the pack in media consumption across all devices

Description

LifestylersAction SeekersKids and Families

Busy Professionals

Casual Gamers

Hardcore

Gamers

100% WiredSegment Name

Personas are archetypes based on actual customers. A set of personas captures what is common and what is different in a user base or audience

Analysis of Online Video Players

Content categories listed within the player

Users can Send Video, Save Video, or Show

Related videos Ability to search for video content within

the player

The source of the content,

usually a trusted brand, appears when the user scrolls

over the preview image

User can click on the video while it is

playing to switch to the large screen

User can rotate the content ‘fan’ to see additional content

User can create playlist of My Videos, watch Top Picks, or see the Last Viewed video

Large screen mode

Ability to sort by genre within the player in large screen mode

Advertising opportunities

within the player in large screen mode

Thumbnail imageand short synopsis

of video content

Conducted analysis of online video players for a broadband entertainment portal. This was one of many players that was reviewed in the analysis.

Competitive Analysis (Summary)

Sports

Resources (phone directory, maps, weather, etc)

Entertainment

Technology

Spaces

Real Estate

Auto

Money / Finance

Photos

Lifestyle

Horoscope

Health / Fitness

Dating / Personals

Classifieds

Local

Jobs / Career

Travel

News

Shop / Shopping

Community

Kids

Games

TV

Music

Movies

Sports

Resources (phone directory, maps, weather, etc)

Entertainment

Technology

Spaces

Real Estate

Auto

Money / Finance

Photos

Lifestyle

Horoscope

Health / Fitness

Dating / Personals

Classifieds

Local

Jobs / Career

Travel

News

Shop / Shopping

Community

Kids

Games

TV

Music

Movies

Conte

nt

Cat

egories

*

* Premium Service

Summary of competitive analysis for broadband portals. Competitors were defined by client. Each competitor had detailed analysis pertaining to online activities.

Toyota Financial Services - ePay

• I was the functional lead for the implementation of the bill presentment and payment system for Toyota Financial Services

• I led all the requirements gathering sessions with business stakeholders and created use cases for development

• I created the training materials and facilitated the distance learning sessions for CSRs across the country

Use Case Matrix for Toyota Financial Services

This is the first page of the Use Case Matrix created for the Toyota ePay project. The document is 139 pages and includes all the business

requirements, use cases, issues, assumptions, and business rules.