casablanca basement presentation

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Outline

• Strategic Assessment• Campaign Tactics• Bringing it all together

Project Launch

1. Brand or Product 2. Competitive Landscape3. Target Audience

Strategic Assessment

Product: Casablanca

CasablancaFound!

CasablancaThe Movie!

The story about the movie The story in the movie

Goal: Drive ticket sales

Various Themes• Romance• Mystery• War

A story about love, and the sacrifices people make for it.

Casablanca: The Movie

I stick my neck out for nobodyLazlo, you take the tickets, and the woman I love. I'll stay here and face the enemy.

Many interested in this film regardless of the storyline.

A 3 time Academy Award winner the day it opens.

Casablanca: Found!

News = Conversation

Conversation Analysis

1. Identify2. Evaluate3. Join

Identify The Conversation

• Research and identify core conversations

• Where are they?

• Who’s driving them?

Evaluate The Conversation

What's being said•Film's history•Restoration process•Fashion in the film•Disappearance a conspiracy?

Level of influence & impact•Reach over 2 Million

Overall sentiment•Positive•Negative•Mixed

Join The ConversationConnect with influential communities based onindividual drivers

Key Influentials:•Critics•Classic Film Lovers

Benefits•Increased search engine rankings•Generate early buzz

Competitive Landscape

Romantic comedyLight option for Valentine's Day

Girls night in "Chick flick" on TNTTivo it

Iraq War film/Guy's movieNot a Date movie

Casablanca is a romantic option for women; while still having entertainment for men --- a shared experience for Valentines day.

Primary Target Segments & Interests

                                          InfluentialsClassic Film Lovers                                        College StudentsCritics

Broad TargetCouples 25-54 Gays 25-54                         Singles 25-54      

RationalDrivers

EmotionalDrivers

Shared ActivityShared ExperienceMeet Someone

Love & Connection

KnowledgeIn the knowKnowledge

Discovery

Strategic Positions

Love & Connection

Discovery

A romance movie with guts

News based on found prints

Tactical Overview

Timeline of Activities8 different tactics covering all target audiences

News based on found prints

Discovery

Document The Story As It Unfolds

Electronic Press Kit included

Immediate social marketing effort

Documentary feel

Warner Bros. voice

Content• Restoration• Production• Fashion• Conspiracy• Cast & Crew

Influential Outreach• Provide interesting

content ideas and assets for influentials

• Outreach for industry, film restoration, historical, and conspiracy conversations

• Extends throughout duration of movie run

Estimated Reach: 2.1 Million +

A Romance Movie With Guts

Love & Connection

Making Big Sacrifices For Love

Love requires sacrifice. As true today as when Casablanca was made.

Shared by 3 main characters in the movie

Contest: Who can write the best personal ad declaring what they'd do for love?

How it works

• Entries posted to site• 'Vote' button for all entries • Top 10 vote getters are finalists• Winner selected by celebrity couple like

Brad Pitt and Angelina Jolie• Winner announced on opening night in

theaters via ScreenVision• Prize: A free romantic vacation for 2

"Vote for me" widget

• Direct tie to storyline of movie• Database building with each entry• Broad reach and appeal• Celebrity-selected winner

Campaign Benefits

Paid and Social MediaMaximize budget with combination of paid and social outreach.

Broad reach geo-targeted campaign to reach Couples, Singles, Gays, and Movie Enthusiasts.  • Male/Female Sites• Portals• Movies/Entertainment• Travel• Social Networks• Contest Sites

Estimated Reach: 9.5 Million 

Movie Website

Website

Content

• Trailers • Plot Synopsis• Cast and Crew Photos• Date Planner• Blog• Links to Pages on Contests• Facebook Photos • Singles Night • Photobooth Gallery • Influential interviews from the

night of the screening• EPK

Site will be optimized for all key search terms.

Valentine's Day PromotionLeverage romance link to drive advance ticket sales

Valentine's Day 'Hint' ToolThe perfect Valentine’s Day starts with an Email nudge.

Google Maps Mashup V-Day PlannerConvenient one-stop-shop for•Theaters and showtimes•Nearby bars•Romantic restaurants•Flower shops

Campaign Flow

The Romance Generator. It takes a woman's idea, and transforms it into a man's idea.

Paid and Social MediaLeverage media negotiated for "What would you do..." buy and rotate in additional messaging.

Add planning and relationship sites/blogs.• Relationship• Women• Social Networks• Movies/Entertainment• Invite sites• Gift Sites

Estimated Reach: 22 Million 

Matchmaker Promotion

• Promotion on Match.com and eHarmony

• Members can see who's going in their area, and join

• Sponsorship with gin distributor

• Mobile coupon for free drink

Help Singles Connect On Valentine's Day

Partnership with Dating Sites

• Select theater hosts evening

• Gin drink sponsorship: Hosted bar aggregates members

• Mobile reminder of event• Free drinks, No plans, Why

not

Estimated Reach: 1.5 Million 

Social Networks Profile Photo Contest

Change this ... ... to this.

Changing profile image to Casablanca enters you into adrawing for 2 free tickets to the premiere.

Leverage Movie Groups

• Casablanca fan page - Contest details

• Additional film info

• Movie character images for profile photo use

Reappearing ImagesCasablanca characters popping up across social networks

When someone asks, the participant is in the know.

Paid and Social MediaSocial networks featuring prominent profile images

Estimated Reach: 9 million+

The Premiere

Red Carpet Interviews

Premiere happens in advance of the opening

A-List attendance

Ask, "What would you do for love?"• Compilation of their responses

posted to video sites

Estimated Reach: 1 Million

Opening And Beyond

Build and Continuation

Casablanca Movie Poster Photo Booth

Casablanca Movie Poster Photo Booth

Put yourself in a Casablanca movie poster

• Photo Booth at select theaters

• Places your face into Casablanca movie poster

Drives To Social Networks

• Users get URL instead of prints

• Photos posted to Flickr and Facebook for retrieval

• Social environment promotes circulation: Easy place to download, tag and share.

• Generates awareness post opening weekend

Movie Dialogue Ringtones

Mobile Is Viral Hot Button

• Easy to share and forward

• Tight connection to user; always with them, frequently played

• How many people hear a given ringtone in 1 week?

Movie Dialogue Ringtones Distribute to early-adopting fans to spread the word audibly via mobile

Ringtone Distribution

Target Audience• Movie Forums• Social Network Movie

Groups• Movie Sites• "Ringtone" Search

Estimated Reach: 500K

Bringing It All Together

Campaign Overview

Media Overview

Budget Summary

TOTAL REACH26.1 Million

Contingency Plan

Contingency Plan

Extend “What would you do for love?”• Spin into social cause marketing (kids, families, seniors) • Broadcast show tie in, celebrity tie-in, women's

communities• Leverage hype around people wanting to make a difference

and contribute• Sharing the love - whatever your interest is - green,

cancer, the environment, kids, your own family

Documentary• Track the remarkable story around the lost and found film

on video

Music tie in• Top Warner artist covers “As Time Goes By”• Duet featuring top R&B performer and Sam’s original track

Kids• Extend interest to kids and release special edition DVD

with Bogart cartoons

"Louis, I think this is the beginning of a beautiful campaign."

The BeginningDoug Schumacher                                                             Jennifer SparksFounder/Creative Director                                                Director VP/Strategic Planningdoug@basement-inc.com                                                  jennifer@basement-inc.com 310-928-3150                                                                    310-928-3154

Basement, Inc.www.basement-inc.com

1610 BroadwaySanta Monica, CA 90404