casablanca - basement presentation
TRANSCRIPT
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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 FlowThe 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 InterviewsPremiere 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 PlanExtend “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 [email protected] [email protected] 310-928-3150 310-928-3154
Basement, Inc.www.basement-inc.com
1610 BroadwaySanta Monica, CA 90404